What does 'lead generation' refer to?

Lead generation refers to the process of attracting potential customers and generating interest in a product or service. This involves using various marketing strategies to identify and engage individuals who may benefit from what a business offers. The primary goal of lead generation is to create a list of prospects who have shown some level of interest, which can then be nurtured into paying customers through further marketing efforts.

This process is crucial in a sales and marketing context, as it lays the groundwork for further interactions and eventually conversions. It typically involves various tactics, such as content marketing, social media engagement, and targeted advertising campaigns, all aimed at gathering contact information and building relationships with potential clients. By focusing on generating leads, businesses can streamline their sales efforts and improve their chances of converting interested prospects into loyal customers.