Business to consumer solutions lead innovation in so many areas because consumers are fickle and change their minds quickly. Look to these leaders for ideas and innovation.

The fastest way forward for Business to Business markeitng is to study the best B-to-C approaches and consider how you can offer something similar in a business context with your strategy and product offering in mind.  You do have constraints and a legacy infrastructure with which to deal but you can improve it in almost every area.

The limitation to change will often be your internal culture and not technology.  Executives tend to be conservative and resist change so every adjustment will require a persuasive argument.  Position the benefit from their perspective and look for advantage that are across functions for the biggest productivity boost and the best reception.