Over the past few years, B2B communication has grown in importance, gaining marketers’ interest comparable to B2C. Therefore, we should not ask whether it is worth implementing, but how to do it effectively. We all participate in a communication revolution. This is due to the widely used new digital communication tools, whose development does affect B2B marketing. The way we communicate with our potential customers is changing. It becomes multichannel, and information obtained on-line or by social media complements our offer. This is because effective B2B communication is based primarily on the relationships, and it takes time to build them. We provide an effective B2B strategy that supports business goals through the use of networking, trade fairs and the Internet. Selling on the first contact is rare, and success is the sum of the reputation, experience and credibility – it takes time to build them.