一家公司想传播其最新白皮书，并收集潜在买家的数据。他们创建了带有表格的广告，并以关键决策者为定向目标。他们开展的是哪种推广活动？

The company is running a lead generation campaign because its primary goal is to collect data from potential buyers (leads) through a form, specifically targeting key decision-makers. This directly aligns with the objective of lead generation, which is to identify and nurture potential customers. Brand awareness campaigns focus on increasing visibility and recognition, not directly on data collection. Demand generation campaigns aim to create interest and educate the market, often leading to leads but not having lead capture as their immediate, explicit goal in the way this scenario describes.