Sales—it’s the very core of business. Without sales, there are no transactions, so there is no business. Sales don’t just come out of thin air, you need prospects or leads as commonly known. A lead by standard definition is a qualified person who has the ability and means to purchase your product or service and has shown some interest in what you have to offer.
In the digital marketplace that interest is typically defined as not merely a visitor to your website—but rather a person that responds to a call-to-action (CTA) somewhere on your site. Examples of a CTA could be asking a visitor to fill out a contact form, call you, or fill out a brief information request.
Lead generation is the process by which you capture that visitor’s interest in your service or product so that you can open and develop a sales communication channel with them. This process is called a conversion and is a key step in the sales flow of the digital age.