It takes tremendous effort to research which companies and contacts to target out of the pool. While doing this and tailoring marketing strategies take time, the effort is worth the reward when implemented correctly. Landing and maintaining key accounts can have a considerable impact on a company's bottom line. And to consider Pareto's Principle: 80% of revenue comes from 20% of the customers. B2B sales cycles tend to be long, cumbersome, and complicated, making the purchase process a long-term commitment. There are typically many decision-makers involved and several moving parts- all the more reason for B2B customers to invest with someone they know, like, and trust.