What is lead generation?

Learn how to attract, engage, and convert potential customers by leveraging both online and offline methods.

Oct 14, 2024

2 min. read

Lead generation is the process of identifying and building a list of potential customers, or "leads," who may be interested in your product or service. These leads are crucial to business growth, as the ultimate goal is to convert them from prospects into paying customers. By attracting and engaging potential buyers, lead generation helps businesses create opportunities to nurture relationships and drive sales. Learn how lead generation software can help streamline this process and grow your business.

There are various strategies businesses can use to generate leads, particularly during the awareness and consideration stages of the marketing funnel. For example, you might offer a free downloadable guide, run ads on social media, or send out newsletters to raise awareness of your brand. When someone signs up for your guide, clicks on an ad, or engages with your email, they are expressing interest, thus becoming a lead. These are examples of online lead generation methods, which are common in today’s digital landscape. However, offline strategies, such as attending trade shows, networking events, or distributing printed materials, can also be effective in attracting potential customers.

It’s important to remember that not all leads are at the same stage of the buying process. Some leads may be more ready to make a purchase, while others are just beginning to explore their options. For instance, a lead who fills out a form to request a free consultation is likely closer to buying than someone who only browses your website. Because of this, leads are often categorized as "cold," "warm," or "hot" based on their level of interest and their readiness to make a purchase. Understanding where each lead stands allows businesses to tailor their follow-up efforts and move them more effectively through the sales funnel. Discover how lead generation software can help categorize and prioritize these leads effectively.