GREAT post HuskyPup. B2B is about building great relationships, because often B2B is about offering continual services / products, not one-off sales. B2C is usually a lot more mechanical and impersonal - it's search + buy, end of story (by and large). A business looking for another business (B2B) will often seek word of mouth recommendation because that means so much more than a high ranking position in Google. If there are businesses who still don't realise that now, they will do later. Why? Because it's all about trust, as in - REAL TRUST, not "trust signals a website gives". A website is just a brochure at the end of the day - it can talk a fine talk, but most businesses want to know how well your business WALKS. Google are obsessed about the talk (content, content, content), Google's SEARCHERS (Google's CUSTOMERS) care about the WALK. Sorry to put it in such simple terms, but that's how it is for B2B. Can you deliver? A great word of mouth recommendation shows you can. A face-to-face demo with a potential client shows you can. Also, face-to-face networking at conferences and exhibitions means a lot more than a high ranking position in Google. Sure, a high ranking site can introduce you to new business, but in B2B, there are many ways to find new business.