It seems to me that from whatever angle you approach going to market with a B2B product, whether you are in product development, sales or marketing all the advice distils down to one thing: be useful.
B2B marketing today is a fascinating business practice, we have so much data available, channels to influence the buyer with and a constant stream of best practices and advice and perhaps, sometimes we get lost in all this and make our lives complicated. To avoid this distraction, my advice is to split your marketing and measurement..
The term agile marketing has been bandied about for a few years now. A recent article went so far as to suggest 2017 will be the year agile marketing goes mainstream.