Generate the right opportunities” is a significantly more effective goal for B2B advertising than “generate as many leads as possible.” It begins with a well-defined client profile and then proceeds to problem-centric messaging, targeted-to-the-point, relevant offers, laser-focused landing pages, retargeting, nurturing, and sales alignment. Most essential, don’t stop measuring when someone fills out a form. Travel from: Advertisement → Lead → Qualified Lead → Prospect → Client When B2B lead generation is combined with advertising and a larger B2B demand generation plan, B2B lead nurturing can help organizations design campaigns that accomplish more than generate clicks. They can have actual conversations with organizations that have a real need and real buying intent and real opportunity to become consumers.