Lead generation in marketing (often referred to as “Lead Gen”) is the process of attracting and converting prospects to your business and getting them on the journey to eventually buying (source). It’s the initiation of a relationship with someone who has demonstrated interest in your product or service.
Generating leads enables businesses to educate and nurture prospective customers before they are qualified and contacted by the sales team. A lead can be as basic as a customer responding to an email or sharing contact information in exchange for a coupon or discount. In addition, it could be someone who downloads a piece of educational content like an ebook, webinar, or case study.