Social media is proving to be an extremely useful tool for finalizing B2B sales. A studyorganized by Bain & Co. clearly demonstrates that customers are progressing in very different direction to sales processes. Instead digital marketing campaigns are providing better returns even though several organizations surveyed do not feel confident of their own capacities in the same. Thus one way to ensure this is to get associated with fellow businesses which in turn will cater to the final customers. Adobe had a similar evolution as it used to be lumped as simply a desktop publishing company. But post its acquisition of Omniture which is into business analytics, theperception has shifted towards being a content leader.

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