B2B lead generation is a valuable marketing strategy for sales and marketing teams, with worthwhile rewards when done correctly. Before the digital age, a “lead” was usually procured via referral from another customer, or through mail marketing efforts, or by handing out business cards and flyers, or printing and mailing newsletters.

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https://www.reachmarketing.com/b2b-lead-generation-what-you-need-to-know/