Pros: Often easy-to-generate high volumes of leads; some kinds of marketing programs are scalable; content published online can generate leads forever; highly measurable. Cons: Even free leads aren't “free”—there can be high fixed costs for generating leads (mainly time and salaries); low conversion rates, since most leads aren't a fit; usually works better at reliably generating leads at small/medium businesses than at enterprises—at least for the first few years.
