Agreed - and feeds a little into the 'Launch and the world will be beating a path to your door' mindset. Just as important as having a blog is being able to mine trending topics and having a proper process in place around content production.
Vendors also try to make sure that they have a 'story' around major trends, and analysts like to see this too.
Although you're dealing with volumes orders of magnitude lower than its usually possible to identify 5/6 topics that are top of mind for CIOs at a given time.
Depending on the field, lots of b2b topics aren't super competitive SEO wise, which makes it possible to really dominate a particular topic in search results. Long tail keywords [1] are particularly helpful from my experience.
1. https://moz.com/blog/long-tail-seo-target-low-volume-keyword...