In the world of marketing to businesses and not consumers, content rules as the primary method of influencing search results. My motto - never leave it to a search engine to decide what to display in its results'. Make sure you provide content that covers all the possible converting and important keywords from general to brand specific. Try including competitive words. Try finding a way to take advantage of any external campaigns you have to have them link back to your site.
And finally, check out what Google has done with real-time feeds - on the first page of results. It applies to B2B just as much as B2C.