Lead generation is the process of attracting potential customers who have shown interest in a company’s product or service and left their contact details for further communication. These potential customers are called leads (from the English word “lead”).
Lead generation is typically carried out through marketing channels such as search ads, SEO, social media, email, phone calls, and more. Companies use tools and technologies to improve lead generation performance, including landing pages, contact forms, webinars, and email campaigns.
The goal of lead generation is to attract prospects and convert them into active customers. It is one of the core elements of many marketing strategies, especially for companies operating in B2B (business-to-business).