Lead generation refers to the process of identifying and attracting potential customers, known as leads, and capturing their interest in a product or service. It involves various marketing strategies and tactics designed to initiate customer interest and gather their contact information, such as name, email address, or phone number. The purpose of lead generation is to create a pipeline of potential customers who have expressed interest in your offerings, allowing businesses to nurture these leads and convert them into paying customers. Effective lead generation strategies often involve targeted advertising, content marketing, email marketing, social media campaigns, and lead capture forms on websites. The ultimate goal of lead generation is to generate high-quality leads that have a higher likelihood of converting into customers, thereby driving business growth.