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Lead generation is the process of using online marketing tools and techniques to build a prospective client’s interest in a product or service. The lead generation process is achieved when the visitor either signs up for the service or requests more information, usually by entering their contact details on the website.
Lead generation primarily enables organizations to acquire leads for their products or services. These leads can either be users that have signed up for a free trial of a product or opted in to blog updates or newsletters. Typically, the lead generation process is automated through a CRM or marketing automation software. Leads are usually captured through a lead form embedded in the website, blog or application that collects data such as name, email and/or phone number of the user and stores it in the CRM, database or marketing application.