Lead generation
Lead generation is the process of identifying and attracting people or companies who might buy from you, then capturing their details so you can start a sales conversation.
Lead generation covers every way a business finds potential buyers. It includes outbound methods, such as building a prospect list and contacting those people, and inbound methods, such as content or forms that bring interested visitors to you.
A lead is not yet a qualified opportunity. Generating a lead means you have a name and a way to reach them. Turning it into something useful requires checking fit against your ideal customer profile and learning whether they have a need.
In LinkedIn and email outreach, lead generation usually means defining an audience, building a list from a search, and enriching it with the details needed for personalization. The quality of that list shapes every later metric.
Common questions
What is the difference between a lead and a qualified lead?
A lead is any potential buyer you have identified. A qualified lead has been checked for fit and interest and is worth a sales conversation.
Is lead generation only outbound?
No. It includes outbound outreach and inbound methods like content and sign-up forms.
Related terms
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