What is lead generation?

Lead generation is the process of attracting potential customers who have shown interest in the company’s product or service and left their contact details for further communication. These potential customers are called leads (from the English word “lead”).

Usually, lead generation is carried out through various marketing channels, such as contextual advertising, search engine optimization, social networks, e-mail, phone calls and others. Companies can use various tools and technologies to improve the efficiency of lead generation, such as landing pages, feedback forms, webinars, newsletters and others.

The purpose of lead generation is to attract potential customers and transfer them to active customers. It is one of the main elements of the marketing strategy of many companies, especially those that work in the field of B2B (business-to-business).