1. Business-to-business (B2B) etiquette is important for networking and representing one's company online professionally. The slightest improper online behavior can damage business opportunities. 2. Businesses new to the internet often lack knowledge of B2B etiquette and may come across as rude or incompetent when soliciting prospects or partnerships. 3. Proper B2B etiquette involves introducing yourself, explaining relevance to the other business, and offering something in return when requesting links or services from another company.