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The idea of bait for lead capture has certainly evolved. There was a time when all you needed was a lead capture form and message that asked people to sign up to capture an email, but then people got very tired of all the email this generated. Today, marketers have tapped the seemingly insatiable hunger for useful, actionable, educational content and are employing highly targeted “content upgrades” to effectively convert visiting traffic to lead funnels like never before.

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