B-B businesses are characterized by long customer journeys, with some businesses taking close to a year to make a purchase decision. Unlike B-C businesses, where the decision to buy rests with one or a couple of people, B-B businesses often rely on the knowledge and prudence of buying committees, where there are sectoral experts and professionals with deep knowledge about a particular industry. Thus, the challenge for a B-B marketer is very different compared to a B-C counterpart.