Many B2B organizations ignore the importance of online marketing. The perception of online marketing for B2B products often is that the Internet does little more than provide

information and drive relatively small direct leads. But online marketing can be used to build B2B brands, influence customers, and close major deals. Various elements are

required to develop a successful online branding strategy. Brand powers awareness and drives interest, and in the B2B marketing, companies without some brand recognition see

far less success. On the most basic level, prospectus customers will never choose a product or service if they are not even aware that it exists. Advertising through search engines is necessary to create basic brand awareness for B2B products. If B2B companies fail to invest more in developing their brands and marketing tactics, they will give their competitors an easy way to win. The more people are exposed to information about a

brand, the greater the likelihood they will purchase from that brand.