Lead Generation

Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale. In online marketing this typically involves collecting a visitor’s contact information (called a “lead”) via a web form.

Lead generation is a core part of the sales funnel for many B2B companies since their products can cost thousands of dollars and web visitors are less likely to buy their product or service directly from the website. Collecting new leads allows the businesses to educate and nurture prospective customers through email marketing, before reaching out to qualified leads directly via salespeople.

Lead generation is also important for ecommerce and other businesses, as email marketing is still one of the most effective channels for marketing online, and gathering a prospective customer’s contact info allows the business to market to them later, even if they do not make a purchase immediately.