• Huge challenge faced by B2B marketers is to maximize conversion, while not minimizing quality of the lead.
• First challenge is "significance to sales readiness", which considers the types of content you should create for prospects in different parts of the sales funnel. 
• Second challenge is "multiple forms, multiple lead scoring levels", which says that you should have different information for different types of content (or sources).  Based on that information, you can score your leads appropriately.
• Third challenge is "device type referral source", meaning how do B2B marketers deal with mobile traffic.  You should changing the required forms, and how you deliver the content.

From the article:

B2B search engine marketing performance is based as much on lead generation as it is on traffic, keyword visibility, and production. As B2B organizations become more competent in digital marketing strategy, lead quality becomes just as important as lead quantity.

It should not be a surprise that fewer form field requirements generate a greater volume of lead opportunities, as visitors do not usually like to give up more information than they have to.