Generating qualified leads is a key success metric for business-to-business (B2B) marketers in 2018 — and it’s also a key pain point, according to surveys. The latest BrightTalk industry survey revealed that 68 percent of B2B marketers are receiving an increased budget for generating leads and full-funnel demand this year, though 59 percent report generating high-quality B2B leads is their greatest challenge.

While qualified lead generation is never simple, the following fresh ideas are likely to drive results for B2B marketing organizations.

With social media marketing strategies seemingly dominating the digital marketing landscape, it can be too easy to forget that other techniques still play a critical role in ensuring that your business maintains a competitive edge on the Internet. Depending on your industry, you might be justified in spending less money and time on strategies such as pay-per-click or email marketing, but search engine optimization should never be disregarded. SEO still matters in 2018, perhaps more than ever.

Is it easier to trust someone you know, or someone you don’t? The overwhelming majority would probably agree that it’s easier to trust someone you know. Slowly, our culture is learning that the pushy sales tactics of the past are not only ineffective — they’re unnecessary. Thanks to social media, we can get to know a wider range of people without even meeting them in person — their values, favorite activities, and interests are on display through social media. This gives businesses an unprecedented opportunity to connect more meaningfully with their audience through a brand influencer.