B2B or B2C, at the end of the day.... you're dealing with "P2P" People to People. If your message is relevant within the context, you will get a high rate of response.

Based on our experience, we start by doing research into the demo and where they live. And create highly targeted video campaigns that:
1) Brand your company and what they do
2) Act as drivers back to your site, to create a funnel.

This accomplishes two things. First you build awareness and have people asking for your product by name.
Second, the video message would be highly-relevant as we would have placed contextually, relevant to the things they were reading.

Feel free to reach out for more information.

I am a huge advocate of building and maintaining your "Tribe" - Great book by Seth Godin, that we have used to build and grow our business. Stand for something specific and simple, and start with your personal ecosystem - and extend in concentric circles from there. Find ways to feed this network through giving into it - and quickly you will find that 10 hard core supporters become 100 and then 1000. It's hard to believe at first - but it works. Who do I know ? Are they the right kind of prospects ? You are selling you, at the end of the day.