B2B Marketing and Sales: Lead Generation 

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This video explains why lead generation for marketing doesn't simply involve cold calling. While cold-calling is a viable lead generator, it can only generate so many leads.
Ultimately, a company must combine cold-calling with a proactive marketing strategy, one that positions the company in front of customers.
The video explains how there is a finite amount of leads that can be generated by cold-calling alone. It goes on to compare a salesperson's closing rate relative to the number of leads generated. In the video, you'll see that a sales person that averages 10 qualified leads through cold-calling with a 20% closing rate will only be able to secure 2 orders.
However, if the closing rate of 20% remains the same, but the number of leads generated increases, then the number of sales increases.
This was a video I used to explain to a client that the company needed to combine its cold-calling activities with other lead generating activities, ones that help the company increase the number of leads generated while keeping the closing rates steady.