Yes in the sense of there being industry trends you should keep up with and talk about. One thing with b2b sites is that you don't really need viral content, because you likely have a very specific idea of who your customers are.

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...

From experience there's a huge amount of 'watching what others are doing' going on in B2B. No one wants to get caught out as having missed the next big thing.

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.

You can leverage online ads to make then go viral inside an organization and make decision makers pay attention.