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Lead generation is simply the act of creating leads, i.e. people who may have an interest in the product or service your business is offering. It is about capturing information from these contacts and feeding them into your sales funnel – the process through which they’ll pass when being turned from a contact into a lead and finally into a customer.

What makes a good lead will vary from company to company and depends on the specific area or niche the business is operating in.

While lead generation traditionally falls under the umbrella of advertising, it isn’t limited to paid-for channels and tactics. Any channel that generates interest in your website or business can be classed as lead generation, both online and offline. The most common channels used include email, event marketing, pay-per-click advertising, cold calling and content marketing.

One of the most important elements of modern lead generation is having a well-designed website that is fully optimized and geared towards generating interest in your services.

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