Lead generation (also Lead Generation) refers in marketing and sales to the process of systematically acquiring interested parties who voluntarily leave their contact details and can potentially become customers.
Definition and Objective
Lead generation encompasses all measures by which companies identify potential customers, pique their interest, and capture contact details, for example, via forms, newsletter sign-ups or downloads. The aim is to build a qualified Database that can be converted into paying customers in the further sales process (lead nurturing, sales funnel) – particularly in a B2B environment and for products/services requiring explanation.
Lead generation process
Typical steps include: generating awareness (e.g. through SEO, content marketing, social media, search engine advertising), deepening interest (e.g. through white papers, webinars, case studies) and finally collecting contact details. Leads are then assessed, qualified and passed on to sales, who will further process them and ideally convert them into customer relationships.
Methods and Channels
Key methods include content marketing, search engine optimisation, search engine advertising, social media marketing, email marketing, landing pages, lead magnets, and trade fairs and events. In the B2B sector, LinkedIn, industry portals, webinars, and targeted campaigns play a particularly significant role in reaching decision-makers in companies and generating high-quality leads.