As data privacy standards continue to progress, call-back consent is emerging as the new best practice for legitimate lead generation. It enables prospects to choose whether, and when, they wish to be contacted. This helps establish trust with prospects and will increase engagement rates because capturing call-back consent is very different than unsolicited outreach; it respects the prospect’s intent and leads to higher quality conversations. Businesses employing this sales model are experiencing greater lead receptiveness and a simplified sales funnel. This allows for responsible and efficient communications between B2B buyers and sellers.