Lead generation is the process of attracting and converting potential prospects into leads that are interested in what your company has to offer. It's warming up potential clients, getting them on the path to purchasing —and it's absolutely necessary function for any business to grow.
Lead generation includes both outbound and inbound tactics. However, salespeople don't have time to chase down leads and determine if they're unqualified or ready to buy. In today's digital age, it's vital that potential prospects find you online and that you effectively capture their information for a follow-up.