DeanHouston was founded on nothing. Zero. Nada. No money, no connections. Some would say Dale Dean, Greg Houston and Pam Houston were crazy. And there might be a hint of truth to that. But what these three saw was an underserved segment in the marketing world. B2B was long considered the ugly cousin to the super-sexy consumer market. Yet these businesses had the same need: to effectively communicate their message and change the buying behavior of their target customers.