I mean you have Paid, Owned and Earned Media. The 3 pillars. Lead Generation for Paid can be successful on Google, Facebook, DSP, as major players. But a productivity tool could do well on LinkedinAds. Owned media you could use a tool like HubSpot to start Content Marketing and create an inbound lead system. Then you have earned media which is like K-Factor and Goodwill, which there are incentives and review software that can help provide Ambassadorship. However your best best for Leads is outbound sales team using a List Tool. like Infotelligent with a drip campaign and maybe LinkedIn Sales Navigator Inboxing “InMail”. Then if have more budget than man power you would do Google, Facebook and DSP ads and find your CAC and a scalable model. The biggest ROI is inbound and SEO, but that takes time to establish your authority online. Basically give value and start planting seeds. Best Advicce