Promotion for B2B companies has become multi-faceted, given the attention paid by marketing experts to SEO, social media, and mobile technology. These promotion discussions tend to revolve around how companies can get more exposure and traffic. However, there is an important aspect of promotion that some B2B companies tend to overlook: how a company is positioned.

As a marketer and brander, I support good branding and argue for it when I can. One of the counterarguments is that branding doesn't make any sales. I think this is true as far as it goes. Very few people will make a purchase solely on the basis of good branding. But, this isn't the reason to do branding.