For years, B2B marketers have been worried about competitors' products and solutions. They spent a considerable amount of effort trying to differentiate their features and prove their offering is better than another company's version of something similar. As technology continues to shorten product time-to-market and allow for rapid updates and improvements, it's also enabled marketers to become publishers, applying even more pressure to move faster to produce more information than competing vendors. Online publishing is the new version of one-upping. It will always be needed.