In markets where demand is scarce and it needs to be built, this tactic is certainly working great. I am seeing lately that taking the baton from B2C, people have a ton of distrust in Gartners, Marketing materials, Website information, and any "promotional materials" given by the service provider itself. What they have not lost trust in but I would say is even stronger is the power of B2B influencers and communities. Here is a great idea on how to implement this. I stole it from Emilia Korczynska and did it myself but in my own way. Here is the original piece: We talked to half a dozen " Product Communities or replace with your industry" about sponsoring local events with book giveaways and drink nights - Hit me up if you are running/attending high-quality local product / UX / product marketing meets in the US / Europe/ Australia/ Asia - we still have slots for sponsorship! How am I implementing it: - Attend physically or sponsor any gathering of pharma or life sciences crowd. Very important for them to see us everywhere, you can build trust that way. - Befriending the local pharma associations, they have a lot of contacts, and they know everyone! You can simply co-organize some "small party" with them or other vendors. The idea is to hang out with the needed decision-makers and spark some laid-back conversations. That's it for today! Follow for more tips on building demand in markets with no demand :)