Lead generation is the process of attracting and converting potential customers, known as leads, who have shown interest in a product or service. This can be achieved through various marketing strategies, such as content marketing, social media campaigns, and email outreach. The goal is to gather contact information from these leads, allowing businesses to nurture relationships and guide them through the sales funnel. Once leads are generated, businesses can use different techniques to engage them, such as personalized emails or targeted advertisements. Effective lead generation helps companies build a database of interested prospects, ultimately increasing the chances of making sales and growing their customer base.