Lead generation is the process of attracting and collecting potential customers (leads), usually through a website or online campaign. A lead is someone who shows interest in a product or service, for example by filling out a form, downloading a brochure, or subscribing to a newsletter.
The goal of lead generation is to create sales opportunities by building a database of interested prospects who can be contacted later.
How it works
Visitors share contact details such as their name and email address, often in exchange for something valuable, like:
- A guide or brochure
- A discount or offer
- Exclusive content or a newsletter
By submitting their information, users typically give permission to be contacted for marketing or sales purposes.
Business model
Some companies specialize purely in generating leads and selling them to businesses for a cost per lead (CPL). Instead of selling products directly, their main value lies in delivering qualified potential customers.
Lead generation is closely related to performance marketing and affiliate marketing strategies