This is a Podcast with Bill Daring an experienced b2b marketer. He is very good at illustrating the importance of understanding the buying behaviour of the final consumer and thus demonstrating the relevance of derived demand operating at a practical level. Interestingly he suggests that in actual fact many of his customers know little about his own customers. He also demonstrates how modern technology is used to help build an understanding of his customers customers. Bill also provides an insight into the interactions within the decision-making unit (DMU) and how he works to overcome them and the importance of building relationships with business customers.