With the help of lead generation, marketers strive to warm up the target audience and smoothly lead customers to make a purchase. Another goal of lead generation is to attract users interested in the products produced by the brand. Leads can be formed using various sources, for example, referral links, phone lead generation, events, advertising, the Internet. According to a recent study, about 89% of those surveyed said that email was the most commonly used method for building a lead base. In second place was content marketing, then search engines, and finally, the fourth position was taken by events, which closed the top of the best ways of lead generation.