OK, so I abused a very long poem, but as a comment it crystallizes exactly the marketing communications dilemma you should be thinking about going forward. As customers (both BtB and BtC) have increasingly gained the upper hand in information sorting and receiving, we have to recognize that content is everything. There is a lot of it (types and suppliers) that the targets can use, and there is a lot of it we have to decide prioritization about (who supplies it, what do they supply, and where is it supplied). Content, content everywhere but not the "right stuff" to drink is an absolute problem we should all be recognizing if we are to correctly plan around customer needs.