Until fairly recently it was not difficult to attract prospects to your website.
Search engines were easy to manipulate, Google Adwords was relatively inexpensive and Facebook business pages enabled simple social media outreach.
However, both Google and Facebook have tightened up and the game has changed. It is now much more difficult to rank well for popular search terms, pay per click advertising is extremely competitive and Facebook are minimising the value of business pages.
However it is not all bad news and a clear digital strategy will attract a healthy stream of prospects.
Local businesses in particular are now in a much better position with Google's local search results driving consumers to their mobile websites and ultimately though their front doors.
Every local business should compete to rank on the first page of Google and once there should optimise for mobile search.
Consumer brands have very little option but to embrace Facebook’s new rules and learn to harness the remarkable power of their advertising platform.
The immediate future of business to business marketing involves LinkedIn’s new publishing platform and and understanding that Twitter is actually a unique open social platform and not just a free noticeboard.