I recently ran into a friend who is a business owner at a networking function and he asked, "Have you figured out how to generate leads?" "Yes," I answered, "it's really hard work and you have to find something to say other than are you ready to buy?" He sadly shook his head and walked away. 

eMarketer: Content Marketing Key to B2B Sales Funnel, 2011

“Online content is the fuel for the new B2B marketing lead generation engine,” said Fisher. “In creating informational, educational and actionable content in the form of white papers and webinars, marketers can effectively lure early-stage buyers into their sales pipeline.

“By mixing this content with comparative, company-specific and interactive content—and regularly sharing it via email or e-newsletters—marketers can build relationships designed to nurture prospects throughout the sales funnel,” she continued.