This chapter appraises the importance of innovation for business-to-business promotion. The authors state that the survival of organizations today largely lies on their behavior toward innovation, which can lead to a competitive advantage. Similarly, their ability to incorporate innovation into their marketing function is critical and in a way determines the success of many organizations. The authors suggest that regardless of the nature of the marketing communications mix, and irrespective of whether the promotion is traditional or digital or both, innovative communication techniques are always appealing to customers. Is that the case for industrial buyers as well? The future is, by all means, digital, but can we get the benefits of innovation without actually adopting the underlying technologies?