Lead generation is the process of attracting and capturing potential customers (leads) who show interest in a product or service. It’s the starting point of the sales funnel and a key activity for keeping the pipeline full.

In sales and marketing, lead generation can happen through:

• Inbound efforts like content marketing, SEO, paid ads, and social media
• Outbound efforts like cold emails, cold calls, and LinkedIn outreach
• Events and partnerships that drive awareness and interest

The goal is to generate leads that match the ideal customer profile (ICP), so sales can qualify and convert them efficiently.