Lead generation is at or near the top of many marketers’ goal lists. In fact, it is at once the top priority for B2B content marketers, and the biggest challenge. If you get leads into your database reliably, you can target them more effectively with sales pitches and nurturing efforts.

Given this priority and importance, marketers and sales departments can rely on a variety of lead sources to fill their database. All of them come with a number of advantages and disadvantages. But if your goal is to get qualified sales leads, only one of these options is actually viable for your business.