Lead generation is the process of generating consumer interest in 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 businesses to educate and nurture prospective customers through email marketing, before reaching out to qualified leads directly via salespeople.