Lead generation is the continuous activity of sending the right messages to the right markets, through the right delivery channels to gain attention, elicit a response and earn you a qualified lead. Count them - that's three rights:
The right message
To the right prospects
Through the right channels
Two rights and one wrong will not get you the lead generation results you need! If any one of these three rights of lead generation aren't working, then you've lost the ability to motivate the right prospects to see your message, or if they see it, to have enough interest in your message to respond to it.