The Marketing pundits of today are beginning to realize that the current obsession with data is somewhat megalomaniacal. We tend to rely on individualistic idiosyncrasies without taking into account the aggregate behavior which to some extent is myopic in its very essence. The holistic approach to comprehend business to business consumer is not to strive to decipher discrete behaviors only but it is to compliment it with the aggregate habit profile of various clusters of customers. These aggregate tendencies are dependent on environmental factors/influencers like economic developments, supply conditions. technological change, political and regulatory developments, competitive developments, culture and customs etc. Discuss with examples how these aforementioned influencers can assist in crafting the right marketing strategies for business to business consumer.