B2B software marketing has many challenges related to the decision making process and the complexity of the product itself. The B2B buyers are purchasing on behalf of the company aiming to meet the organization’s objectives and priorities, but also have their personal motivations and aspirations. The decision involves a thorough evaluation of the product and the product content vs. competitive offerings and the purchasing cycle is long. Oftentimes the users of the product are not the decision makers which introduces an additional layer of complexity. Let’s take a look at three tactics that will help you lay the foundation of your marketing plan.