What is lead generation in marketing

What is lead generation in marketing

Lead generation in marketing refers to the process of identifying and attracting potential customers or leads for a product or service. The goal of lead generation is to capture the contact information of individuals who have shown interest in a company's offering, with the intention of nurturing and eventually converting them into paying customers.

Lead generation can take many forms, including online advertising, email marketing, social media marketing, content marketing, search engine optimization (SEO), and events. The tactics used for lead generation may vary depending on the target audience, industry, and marketing objectives.

Once a lead is generated, the next step is to qualify them based on their level of interest, buying intent, and fit with the company's ideal customer profile. This process is often referred to as lead scoring and involves assigning points to each lead based on various criteria.

Overall, lead generation is an important aspect of marketing as it helps businesses expand their customer base and increase revenue by reaching out to individuals who are already interested in what they have to offer.