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:
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.