Understanding the niche helps when working with the B2B sector. It is important to understand which campaigns should be stopped and which still need time to get analytics. Understanding the business and the customer closure cycle helps a lot. After a year of work, we managed to understand the cycle of the closing request agreement, the number of order requests and the related interests of the distributors, which turned out to be completely different from those we had anticipated. The main thing was the availability of quality promotional materials and customer loyalty to test various campaigns. The main insight was the reasons for becoming distributors, which differed in different countries, learning which ones, we were able to use them in creative work and significantly increase the number of appeals.