Lead generation is the process of acquiring contact information about your company’s prospective customers. That means targeting those that have shown an interest in your company or the services you offer - rather than just reaching out to cold prospects. For example, if someone answered a survey you created or downloaded your latest informative eBook, this demonstrates that they might be interested in a phone call with you and that they could be converted into a customer. This is what we class as a lead. To put it into simple terms, lead generation is all about finding unique ways to attract people to your business so that you can sell your products or services to them. In digital marketing, this could involve creating unmissable pieces of content that spark interest in your company. It’s one stage of your marketing funnel and is intended to instil a sense of trust in a potential customer to help nudge them even further down the funnel.