Lead generation describes the process of establishing a qualified contact with a prospective customer.
A qualified lead requires that the prospective customer is interested in a product and that the supplier obtains the relevant data for further contact. Generating leads with a high data quality is therefore a fundamental task of sales management in the context of new customer acquisition.
The focus lies particularly on processing Sales Qualified Leads. These are usually contacts or customers verified by the marketing department and made available for further processing by the sales department.
More and more companies use lead databases to identify potential customers. The goal is to achieve the highest possible conversion rate from qualified leads to actual customers within the sales funnel.
The possibilities of lead generation have changed over time, especially reinforced by the development of e-commerce. Companies are increasingly trying to gain leads online by using indirect methods such as inbound marketing, as the conversion rates are often better compared to classic outbound marketing.