Lead generation services providers manage campaigns to discover and qualify customers for businesses, also known as leads. These services can be highly beneficial in filling an organization’s sales pipeline with potential clients; providers can also assist with establishing initial communications and building interest in the brand (demand generation). A number of these providers will assist with follow-up campaigns and other “lead nurturing” to ensure the best possible conversion rate. B2B lead generation services, or lead gen services, are typically used by sales departments but have proven to be beneficial for marketing teams when planning targeted outreach or generating new advertising efforts. Working with B2B lead generation companies can eliminate the guesswork of sales cold calls and present brands with high-quality leads (HQL) based on the brand’s ideal customer profile. This can streamline sales and marketing strategy, making sales quotas more easily attainable and setting the company up for success.