what is lead generation

Lead Generation


Often abbreviated as “lead gen,” lead generation is the process of attracting and converting qualified prospects to fill your sales funnel.

There are many types of lead generation campaigns, but the goal is usually the same: collect a user’s email address and follow up with lead nurturing.

The most effective way to optimize your marketing campaigns for more leads is to use landing pages, forms, strong offers and clear calls to action.

Conversion scientist Brian Massey discusses why lead generation is very different from ecommerce.
“Leads are the metric that marketers have to rely on. Because leads mean money.” — @kippbodnar
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