Digital Marketing - what does in mean for b-2-b companies?

The term Digital Marketing is gaining traction as digital agencies spring up or emerge from traditional advertising agencies. But what exactly does it mean in the b-2-b world?

Engineers probably have a different concept of the term 'digital.' For many it was effectively an advance over analogue systems. Instead of sending data as a continuous time variable signal each using a dedicated line, digital divided the data into packages which could all be sent down the same wire using a protocol such as DMX. But I don't think that's what digital agencies are about. 

Think back 20 years or so ago when print was suddenly not the only media agencies could  output their work to. CDs, then DVDs came along and agencies started talking about being New Media agencies. A term that has already faded away. What digital agencies are mainly about is using Internet tools and systems bundled up with software to gain greater engagement with their customers and prospects. 

Wikipedia describes digital marketing as "an umbrella for the targeted, measurable and interactive marketing of products and services using digital technologies to reach and convert leads into customers and retain them." .... there's more ..  

Some have talked about 'engagement marketing' by applying digital tools to tracking individual behaviour. Interestingly most of these digital tools have been around for some time and there is already plenty of data about. It prompts the question for b-2-b companies could they use existing tools better - or even use them at all - or buy some expensive software package that costs thousands each year? 

A lot of this starts with having a good, 'clean' database and that is a problem. What so often happens is that names are added for various reasons by different people and in different ways which soon become out of date. Whenever a b-2-b client tells me they have 50,000 or more records on their customer database, I  can be sure at least 25% of it will be wrong. Rather than face the task of 'cleaning' the database, this old unverified and frequently wrong data gets imported into the shiny new software the sales rep sold them. Yes interesting that. If the whole marketing world is now digital, why would a company selling premium priced software need a salesman to give a demonstration when whole sales process through to delivery and billing could be done online.?