Name/brand recognition is a Really Good Thing and you want that. However, I see a number of B2B tech companies who concentrate on getting initial recognition with slick online content. And they succeed — but fail to push the prospect into the purchasing stage, because the company lacks end-stage (end-game?) marketing content.
End-stage content isn’t very sexy. It’s white papers, technical briefs, case studies. But you need it, because your prospects want it. Don’t short your content on this sales stage.