In France, sales in the lead generation sector are estimated at between 200 and 250 million euros (20% for B2B and 80% million for B2C) The global lead generation market is growing at an annual rate of over 15%. Companies are investing heavily in lead generation. Over 50% of companies use CRM. The pandemic has had a profound effect on marketing strategies, prompting many companies to reconsider their approach to lead generation. B2B lead generation is characterized by a longer sales cycle and niche markets, where channels such as LinkedIn play an essential role. In the B2C segment, the focus is on a broader market, with faster purchasing decisions, which relies more heavily on advertising on social networks. The conversion rate from leads to sales in the B2B segment varies considerably d, with the finance, insurance and management sectors converting just 10% of leads, while the general services, automotive, IT and telecoms sectors have a conversion rate of 25%. In the B2C segment, the
