Lead generation

For the use of lead generation in drug discovery, see Hit to lead.

In marketing, lead generation (/ˈliːd/) refers to the process of attracting and capturing consumer interest in a product or service. A lead is the contact information and, in some cases, demographic information of a customer who is interested in a specific product or service.

Leads may come from various sources or activities, for example, digitally via the Internet, through personal referrals, through telephone calls either by the company or telemarketers, through advertisements, and through events.

Lead generation is often paired with lead management to move leads through the purchase funnel. This combination of activities is known as pipeline marketing, which is usually divided into separate marketing and sales pipelines.

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