Lead Generation is the practice of garnering a potential customer’s interest in your product or service with the ultimate goal of converting them to a buyer.
The aim of lead generation (AKA lead gen) is to gain information about the consumer and move them through your marketing funnel until they are ready to ‘convert’, or buy from you. The ‘lead’ follows a lifecycle (from visitor to customer) once they have made an initial interaction with your company. This could be, for example, when they sign up for an offer or an event, or by filling out a form on your website.
Once the consumer expresses interest in paying for a specific product or service, they then become a sales qualified lead (SQL).
