Who We Are

B2P Partners

For over 15 years, B2P Partners has been equipping B2B marketers around the globe with buyer insights that help them get more benefit from their marketing effort.

Our Team

Wayne Cerullo


Wayne founded B2P Partners to make B2B marketing more powerful by making it more personal. His passion is to help companies and individuals more effectively and enjoyably serve the people who are their customers.

Wayne has helped shape the global marketing communications of IBM, Microsoft, and Intel. At B2P Partners, he has worked with Siemens, Visa, Deluxe, Baxter, and Fireman’s Fund as well as many startups and mid-tier challengers.

Starting with BA from Princeton University, Wayne indulged his penchant for TLAs with an MBA from NYU. A former New Yorker and one-time Parisian, he lives in the San Francisco area with his wife, two offspring who accidentally ended up in marketing, and pair of running shoes.

Scott Hornstein

Research Management

International author, lecturer and consultant, Scott has worked with clients in all phases of marketing strategy, research and implementation. He has worked with companies large and small to introduce and build new ideas to profitability, implement high-quality lead programs, improve marketing performance and accountability, and reengineer the customer experience to boost satisfaction, referral and customer lifetime value.

B2B clients who have benefited from Scott’s expertise include Microsoft, IBM, HP, and Merrill Lynch as well as Viryd Technologies, Applied Biosystems, Franklin Covey, and PaperDirect. Scott’s most recent book is, Opt-In Marketing, and a second book will be coming out later this year. His articles and interviews have appeared in Brandweek, Adweek, Sales & Marketing Management, CRM, Catalog Age, BtoB, The Toronto Star and more.

Scott’s ability to make client companies hum reflects his own penchant for jazz, playing in an ensemble near his home base in Redding CT.

Daniel Zamudio

Sales Enablement

Daniel Zamudio is a sales enablement thought leader specializing in developing sales playbooks and sales universities for companies like HubSpot, Cisco, and ForeScout as well as fast-growth startups.

He is the originator of the technology and sales enablement methodology that powers PlaybooksPlus.

Daniel is an alumnus of Xerox and Gartner, helped launch Symantec in Europe, and has been a VP Sales at various venture-funded enterprise software companies in Silicon Valley.

He holds an MBA from the Haas School of Business at UC Berkeley and is a huge FC Barcelona fan.

Greg Weaver

Sales Management

Greg is a successful sales strategist who has grown sales for numerous technology companies, from small start-ups to Fortune 50 leaders. Naturally inquisitive and analytical, he draws keen insights for developing and executing many successful sales methodologies and processes.

Greg has held Sales VP roles at Salesforce, Sybase, and Aspect Communications, where he led many new product launches, giving him great insights into what is necessary both inside and outside a company to be successful in new markets.

Greg earned his undergraduate degree in Industrial Engineering from Cal Poly and his MBA from National University. He is active with several non-profit organizations and enjoys cycling, tinkering in the garage, and trying to be a good husband and father.

Jennifer Berkley Jackson

Research Operations

Jen has a passion for helping organizations excel by integrating customer insights into their business processes and strategic decisions. She brings her natural curiosity and background as a product manager and customer service director to her customer research efforts. She applies her expertise in survey design while implementing surveys and conducting interviews for companies including Cisco, Adobe, Oracle, and many other Silicon Valley natives.

Jen has lived in San Jose since she attended San Jose State University and received a degree in Marketing. She now teaches The Power of Market Research at UC Santa Cruz Extension and is on the board of several professional organizations. In her rare spare time, she enjoys playing all types of board and card games, reading books, bike riding, hiking and experimenting in the kitchen.

Raj Misra

Data Science

Dr. Misra is a leading expert in the application of data science, econometric analysis, and artificial intelligence to develop actionable, data-driven business intelligence. Clients value him as a trusted advisor who they can collaborate with and enjoy working with. With his 20+ years of industry experience, he brings a unique combination of strong business acumen and extensive data science expertise that is valuable to any project.

His work has been instrumental in driving key strategic business decisions at some of the world’s leading companies including Microsoft, Juniper Networks, Pearson, Pratt & Whitney, Carrier HVAC, Chubb, Otis Elevators, Wal-Mart, and T-Mobile. He has also helped several technology startups accelerate growth and improve monetization through innovative data science.

Rajul holds a bachelors degree from the Indian Institute of Technology and a doctorate from the University of Texas at Austin.

Our Values

B2P’s combination of human insights, data science, marketing strategy, and marketing creativity increases your marketing impact in five areas:


Life is too short for mediocrity. We believe client relationships are a gift. We treasure them.


We ought to celebrate your buyers. After all, they put their reputations on the line when they buy into yours.


We’re in B2B marketing to prove it can be inspiring. B2B is boring. B2P is creative.


We can’t inspire you with your prospects if we don’t set a good example ourselves. Trust is as important as competence.


We can’t do great work together if we can’t have fun together. Don’t work with people you don’t like.

Giving Back

We see the work we do in a broader context. Our greater mission is to help our clients make life better for their clients by understanding their needs and serving them better.

We believe business can and should be the engine of change in a world that very much needs it. That’s why we make a contribution after every project to Opportunity International , a leading international micro-finance group that helps a deserving small businesses in developing countries.

Most of these businesses are run by village women working hard to feed their families. Together we can make a difference not only in your company, but also in lives of hard-working entrepreneurs around the world. It’s a cool parallel.