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Lead generation

Lead generation refers to the process of attracting and capturing potential customer interest in a product or service to build a pipeline of qualified prospects. Lead generation often involves tactics like advertising, content marketing, SEO, email campaigns, social media outreach, and events (such as webinars or industry conferences) to identify individuals or, in B2B, companies who have expressed interest in solving a problem. Effective lead generation focuses on targeting the right audience, using data-driven insights to find and engage prospects with high conversion potential, and nurturing them throughout the sales funnel.

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