Let’s start with leads. What is a lead? In short, a lead is a prospective customer who has shown an interest in your company or service. Lead generation is the practice of using online marketing tools to trigger potential clients’ interest in a product or service.

Lead generation is both an online and offline process. You can solicit leads in numerous ways, from cold calling to social media. The more leads you have generated, the more customers you will have. Simple as that. Lack of lead generation often leads to a lack of customers and drops the revenue significantly.

B2B lead generation is one of the first steps in a typical sales process. It involves collecting potential customer’s information such as name, email, company name, and job title. This information is critical for future sales. These people are then nurtured by marketing automation and passed to sales when they are qualified. The aim is to create a consistent pipeline of high-intent prospects who can become customers sooner.