Barry Kessel describes the central premise of business-to-business marketing: since there are so many players involved, all with different priorities, he says companies must listen first, then "market to the decision" that will ultimately be made.

So, the key for us is to gain a deep understanding of the decision that needs to be made, the options and choices available, and the value that can be delivered by the solution – both to the organisation and the individual stakeholders involved.

Our priority then becomes informing that decision using the most influential touch points online, in print or in person.