Not all lead generation tools function in the same way. It often depends on whether the platform is for inbound or outbound lead gen.
However, all platforms use or collect data to provide lead recommendations to businesses. Inbound lead platforms tend to do this through web forms on landing pages or product pages. Outbound lead gen platforms use databases and email finder tools to help salespeople find contact information. Agents can then use this info to reach out to potential customers and introduce them to the company and its offerings.