Introduction to Lead · Best B2B Lead Generation · Lead Capture Way Best Practices. Lead generation is the process of generating consumer interest in a product or service in order to convert that interest into a sale. In online marketing, this generally involves collecting a visitor's contact information (called a “lead”) through a web form. Prospects are people who are potentially interested in buying your products or services.
Lead generation allows you to reach potential customers early in the buyer's journey, so you can earn their trust, build a relationship, and be by their side until they're ready to make a purchase. B2B lead generation is the process of identifying ideal customers for your product or service, and then attracting them to buy. It's an essential activity for B2B sales and marketing teams.