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In today's era of changed consumer behavior, B-2-B and B-2-C lead generation is vastly different. The consumer’s “paths to purchase” are not the same as what they were in the past. While traditional methods of lead generation will remain, new approaches using “integrated cross media” practices combined with “marketing automation” services deliver new methods for identifying, nurturing and converting sales opportunities into revenue streams. While seemingly a no-brainer for B-2-C channels, and equal if not bigger implication exists for the B-2-B channel, where converted opportunities can translate into major dollars. This quick infographic lays the foundation for what some of these new marketing practices look like.