Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale. In online marketing this typically involves collecting a visitor’s contact information via a web form.

Collecting new leads allows the businesses to educate and nurture prospective customers through email marketing, before reaching out to qualified leads directly via salespeople.

A lead generator is someone who attracts and converts interested strangers and prospects to buy a product or service from a company. Lead generators need to establish a lead generation process to attract leads. In marketing, they initiate customer inquiries or interest in services or products.

Lead generation is incredibly important for marketers and the businesses they want to grow. Increasing leads means increasing brand awareness and interest in your products or services, nurturing curious prospects through the marketing funnel and into your sales pipeline.

One of the most important benefits accrued by using lead generation is that of increase in sales of your products or services. Businesses that use lead generation programs are more likely to make more sales by turning leads into full-fledged customers. This can also increase the profit margins of the business.

Most marketing departments measure lead quantity when determining a successful lead generation campaign. Sales teams, on the other hand, focus on lead quality. Leads with a clear intent to purchase your product, have the finances and means to do so, and meet the parameters set by you are considered as quality leads.