I think it's more welcome in B2B transactions because there are less ways to find products and less transactions in general. Whatever you're selling, there's a good chance the company didn't even know they wanted it until you reached out to them.

It goes like this at trade shows too. I can find the available types of pizza by visiting any pizza shop, but to find the available types of 5G base station I'll probably have to attend Mobile World Congress, or they'll have to discover me (if I'm a more publicly visible and quite big company) and then call me.