Many businesses have decided the best way to sell is by stalking people across the Internet and inserting ads. Many people find this very disturbing (hence the rise of ad blockers like Ghostery and Privacy Badger.) Other businesses build relationships with people and hear their stories (using tools like InMoment).
What the stalkers forget is the customer lifetime value (CLV). Building relationships increase CLV while reducing Customer Acquisition Costs (CAC) because not only people talk to other people, but engaged customers also reduce churn. This is especially true in the B2B market and enterprises is why they are investing in Customer Experience (CX). I believe this is the future of business because markets are conversations.