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Lead Generation Definition

Marketing Definitions

09 Aug 2019 • 1 min read • Austin Shong

Lead Generation Definition

What is Lead Generation?

Lead generation definition: lead generation is the process of finding and connecting with potential customers – “leads” – for a brand’s products and services.

Lead generation can be done in two ways:

  1. Outbound: where brands go out in search of leads
  2. Inbound: where leads register their interest with a brand

The leads generated are usually added to a database to be contacted by either the sales or marketing team.

Brands can successfully employ both outbound and inbound lead generation at the same time. For example:

Lead generation in either of these forms is essential and forms a foundational part of marketing.

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