Lead generation entails finding and capturing interest from potential new customers early in the buying journey before they have expressed any needs. Effective lead generation supplies sales teams with a steady funnel of prospects to nurture and convert rather than waiting on inbound inquiries.

Common lead generation tactics include content syndication, events, referrals, SEM, cold outreach, and advertising. Quality inbound leads that closely fit the ideal customer profile reduce overall sales and marketing costs compared to cold outbound prospecting.

Lead definition forms on the company website provide the most efficient lead capture, tracking details like company, role, and interests for sales follow up. Integrated marketing automation workflows help accelerate lead handoff to sales for rapid response.

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