What does Lead generation mean?

Lead generation refers to the process of reaching potential customers and obtaining their contact details or other information that allows further communication. A lead can be created by filling in a form, registering, downloading an e-book, signing up for a newsletter, requesting a quote or booking a consultation. Companies use content marketing, PPC advertising, social media, SEO, email marketing or lead magnets for lead generation. The goal is not just to collect as many contacts as possible, but above all relevant prospects with the potential to become customers. The leads obtained are then further evaluated, segmented and nurtured through marketing and sales activities.