The document discusses how B2B buyers now conduct extensive online research before engaging with vendors. It recommends that demand generation marketing be aligned with the new B2B buyer journey. Key aspects of the buyer journey include self-education through reading online content and searching online as the starting point. The document advocates using a continuous online conversation, relevant content, and automated marketing campaigns based on buyer behavior to better target and nurture leads throughout the purchase process. Measuring campaign performance and optimizing efforts based on data is also emphasized.