A lead is any person who has shown an interest in your product or service. Lead generation therefore precedes this as the process of drumming up interest in your product or service among your target market. It has the ultimate goal of nurturing these prospects and turning them into qualified leads who will eventually convert into paying customers.
Lead generation typically forms part of a larger inbound marketing strategy whereby interested prospects submit their contact information to a business. Creating tailored marketing experiences through high-level content therefore sits at the core of most lead gen strategies, which typically rely on the likes of online surveys, landing pages, and gated content.