B2B customers have become more independent buyers in the procurement process as a result of their increasing access to information, research, and peer-recommendations. In fact, this modern buyer is something of an enigma to B2B vendors. Traditional lead generation efforts are decreasing in effectiveness. Lead generation through social marketing has received much hype, yet case studies demonstrating real bottom-line impact are still few and far between. How does one capture their attention (and wallet-share) in an environment where competition has surpassed competitive vendors to include the increasing availability of information and perception driven by customers and non-customers alike?