Yeah, it was a wake-up call for me that b2b tech companies are first and foremost sales companies. Once place I worked the actual product was developed and maintained by a team of about 20 people that included dev, ops, and product managers but sales was about 200 people.

Just getting a meeting with a decision maker at a med-large company could take a whole team months. I don't envy their jobs.

Or that you can really reach them at all using social/digital ads (without missing your target on 99% of your other impressions).