Business-to-Business firms, the side of the markets traditionally more prone to closed, provincial systems of insular players, now say that the internet is more of a threat than even foreign competition. The more fluid markets brought about by online information is forcing B-to-B firms to more carefully target their marketing, which is bringing them right back to the internet, according to an eMarketer SITE: compilation of research.

B-to-B firms typically have long sales cycles, so they aren't necessarily immediate naturals for instant gratification media, like pay-per-click search advertising. But firms are finding these sources a good supply of targeted leads to augment their traditional sources. Google only days ago released research showing that online advertising bested trade journal advertising, the traditional go-to place for business advertisers.

With several surveys indicating more and more B-to-B players looking for lead generation, eMarketer is predicting the online adspend in the category to grow significantly.