Business-to-business companies are looking for new kinds of relationships with their marketing partners, as their needs have changed, writes Christopher Rollyson. Social media has made large-scale communications more feasible in the B2B space, even offering the opportunity for many one-on-one conversations, radically shifting the B2B sales and marketing paradigm, he notes. Marketers need to find ways to reach out to potential buyers in a more direct way than ever before, allowing them to use conversations, instead of content, as the basis for their efforts.