Lead generation is not simply a matter of creating content that will catch the eye of a prospect. Marketers need more robust information to really put lead gen to work. The most valuable piece of lead gen data, according to respondents, was information on the purchasing time horizon of a prospect, with more than half of respondents saying this was extremely valuable. Knowing the number of employees at a prospect’s company, the industry and the person’s job title were also useful elements. Read the rest at eMarketer.