B2B buyers can be some of the hardest to close, often because they believe that many of the products they’re examining are more or less the same.  What will make your business different is adopting an all new approach.  Instead of sticking with the old formula of throwing “just the facts” at your B2B customers, try appealing to their emotions, just like with a B2C customer.  Wendy Marx wrote an excellent piece on this very subject for Business 2 Community, check it out before you create any new B2B content.