Lead generation is the process of turning interest in a product or service into a lead or potential sale. This involves attracting and engaging potential customers through various marketing strategies, such as content marketing, social media, email campaigns, and more. The primary responsibility of many marketing teams is to generate and nurture these leads until they are qualified and ready for the sales process.
Once leads are deemed Marketing Qualified Leads (MQLs), they are handed over to the sales team for follow-up and conversion. Effective lead generation not only boosts the sales pipeline but also ensures that the sales team focuses on prospects with a higher likelihood of becoming paying customers. This collaborative effort between marketing and sales enhances overall efficiency and drives business growth.