The motivations and preferences of B2B buyers are undergoing rapid transformation and so are the levers of B2B demand generation. Buyers today are more resourceful and savvier than before. The old school aptproaches of B2B lead generation no longer in a consumer-driven market space. With almost 79% of B2B buyers referencing online education materials to inform their queries and form their decisions, the focus has now shifted to forming a more holistic buyer's journey. B2B lead generation services are now slowly getting annihilated within an overarching B2B demand generation framework.