Purpose:
The purpose of this study is to design and validate a localized B2B marketing and sales model for knowledge-intensive service firms, with a particular focus on cybersecurity companies operating in Iran. Given the intangible, complex, and high-risk nature of cybersecurity services, traditional marketing frameworks fail to fully explain purchasing behavior in this sector. This research aims to develop an integrated structural model tailored to the specific characteristics of B2B cybersecurity markets.

Design/Methodology/Approach:
This study adopts a mixed-method research design. In the qualitative phase, semi-structured interviews with industry experts were conducted to identify key constructs affecting marketing and sales effectiveness. The extracted themes were used to develop a conceptual model. In the quantitative phase, the model was empirically tested using Structural Equation Modeling (SEM). Data were collected from managers and experts in cybersecurity firms as well as organizational clients. Reliability and validity of constructs were confirmed through confirmatory factor analysis.

Findings:
The results indicate that organizational trust plays a central role in influencing service adoption and customer loyalty. Perceived risk negatively affects purchase intention, while service–need fit positively impacts customer satisfaction. Effective relationship management significantly enhances loyalty both directly and indirectly through trust and satisfaction. The proposed structural model demonstrated acceptable goodness-of-fit indices.

Research Limitations/Implications:
The study is limited to the Iranian cybersecurity industry, which may restrict generalizability to other service sectors. Future research may examine digital transformation capabilities and AI-driven marketing strategies in B2B service contexts.
Practical Implications:
.