Lead Generation

Lead Generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline. A 'lead' is typically the contact information (and sometimes demographic information) of a potential customer who has shown interest. Common lead generation tactics include offering valuable content (e.g., ebooks, webinars) in exchange for contact details via a Landing Page, running targeted ad Campaigns with a Call to Action (CTA) to request a quote or demo, or collecting information at events. The goal is to nurture these leads through the Sales Funnel towards a Conversion. Cost Per Lead (CPL) is a common metric.