Using Analytics to Predict Cross Selling and Up Selling Opportunities

Hello, wondering if someone could direct me to resources on how to build some analytical models that help us understand, based on past purchase history and firmographics of accounts, what is the best cross-selling and up-selling opportunities for our sales team. 

For example, Amazon provides recommendations when shopping on its site. We are looking to do something similar but in B2B. For a B2B example, if we sell 4 products, based on past purchase history, which two products are most frequently purchased together, and what accounts don't have those two products currently purchased (they have one or the other).