In any B2B or b2c market, people decide whether to buy a particular product or not. And that is not going to be in this market, customer - to-business market or business to business. The key will still be the man.
The reason for the purchase is always the desire of a potential customer to solve some problem or satisfy a need. The same product can be bought by completely different people and for a variety of reasons. Successful marketing is based on the criteria of selection and search for potential customers.
The desired part of the market, for the company, are people with similar desires and / or problems, to which the company can convey information and offer its product that will solve the problem of the client or satisfy his desires (needs).