Why You Need It. Since the dawn of time people have been looking for ways to get their marketing message across to the most amount of people possible. Before the internet it was television, before television it was direct mail.
Now there is nothing wrong with television and direct mail except they can get way too expensive. With the dawn of the internet came the dawn of a new marketing experience. The average joe can have the power to access millions of people if they do it right. Lead generation software is one way to access the masses. So what is lead generation software? Essentially you can lump all kinds of services into this category. Google adwords is a form of this. You enter in information and the software analyzes that information, and then places your ads. Too bad it's a VERY hefty cost.
Most people don't have the time to learn how to use google adwords. Many people who do learn to use it end up losing a ton of money because they don't have the inside information to make it work right. Also, many home business owners just don't have the time to spend. They have families and jobs and are trying to start a business on a pipe dream.
This is where automated lead generation comes in handy. You can use automated lead generation to get leads without all the headaches of learning an entire new strategy. All you need to do is simply plug into a software and let the software do the work for you. This day in age new advancements in marketing are happening all of the time. It's a shame that most business owners don't take advantage of them.
Unfortunately there is a lot of bad software out there that don't work well, so you should do your due diligence and take the advice of people who are already using lead software that works.