B2B​‍​‌‍​‍‌​‍​‌‍​‍‌ Lead Generation is basically what keeps the sales pipeline going, without which the sales pipeline would not exist. It allows businesses to figure out, get, and keep the interest of the right individuals who have the power to make decisions. Provided companies combine content marketing, use of intent data, ABM campaigns, and targeted outreach properly, they will be in a position to generate a steady flow of premium leads which in turn will be their source of sustainable revenue.