Lead generation is one of the most common terms in sales and marketing but what does it actually mean?
At its core, lead generation is all about attracting potential customers people or businesses who show interest in your product or service but haven’t yet converted. It’s the first step toward building a new customer relationship, and therefore a key driver of commercial growth.
Lead generation can take many forms:
– through LinkedIn connections and content
– via your website or a dedicated landing page
– through newsletters, events, or downloadable content
– or through outbound efforts like email or phone outreach
But one thing is clear: a lead only matters if it’s the right one. That’s why modern lead generation isn’t about collecting as many contacts as possible, it’s about attracting the right audience that aligns with your offering. Relevance over reach.
Especially on LinkedIn, lead generation is evolving. It’s no longer about cold pitches in DMs, but about offering value first, building visibility, and earning trust. That takes strategy and patience but it pays off in long-term relationships.
Whether you work in sales, marketing, or business development: understanding what lead generation really means, and how to use it effectively, is essential in today’s competitive market.
