Hence, it's why it's arguably more difficult because decision makers aren't easily convinced by advertising methods. You might even need to be well-informed beforehand just so you can bypass obstacles that keep you from making contact.
Speaking of which, one reason why advertising methods don't work is because they're too general. In other words, as much as how research on culture groups and demographics benefit advertising tactics, they're counterproductive when it comes to individual companies. And by individual, you can bet that each decision maker would stress their preference for companies that actually care about their problems individually and not as a generalized bunch. They also don't get their attention as much so you'll need to be more direct (e.g. email marketing, telemarketing etc).
Once again, the importance of information emphasizes itself. If you're serious about getting them interested then you need to start building up a database to store all the information you've gathered so far. You'll also need analysts to refine it for maximum quality. Asides from that, what you've gathered will be wasted if you don't know how to make good use of what you know to get by gatekeepers and answer whatever possible questions a decision maker might ask.