Lead acquisition is the process of identifying and attracting potential customers, known as leads, who may be interested in a company's products or services. This can involve various strategies, such as online marketing, social media outreach, and networking events, to gather contact information and engage with prospects. Once leads are acquired, businesses can nurture these relationships through targeted communication and personalized offers. Effective lead acquisition helps companies build a pipeline of potential clients, ultimately increasing sales and fostering long-term customer relationships. Techniques like email marketing and content marketing are often employed to enhance this process.