Dictionary

Lead generation

What is lead generation, really?

Lead generation is the process where a business identifies and attracts potential customers (leads) who have shown interest in the company’s products or services. The purpose is to create a pipeline of qualified prospects that can be worked further by the sales team.

In short

Get a quick overview.

Lead generation is the process where a business identifies and attracts potential customers (leads) who have shown interest in the company’s products or services. The purpose is to create a pipeline of qualified prospects that can be worked further by the sales team.

1 The process can take place both online and offline. In practice, it’s about sparking interest, collecting contact details.

2 Inbound: Leads come to the company via channels such as search engine optimisation (SEO), content marketing, webinars.

3 Not all leads have the same value. That’s why lead scoring is used, where leads are assessed based on criteria.

The key angles on the term.

Below you’ll find the key parts of the explanation gathered in the same visual structure as the newer Coherta pages.

How does lead generation work?

The process can take place both online and offline. In practice, it’s about sparking interest, collecting contact details and nurturing the relationship until the lead is ready to buy. Marketing tools and CRM systems are often used to manage the process.

Overview

Examples of lead generation

Inbound: Leads come to the company via channels such as search engine optimisation (SEO), content marketing, webinars or social media.
Outbound: The company actively seeks out leads through cold canvassing, advertising, meeting booking or purchasing lead lists.
Events and trade fairs: Personal outreach can generate qualified leads that can then be followed up digitally.

Qualifying leads

Not all leads have the same value. That’s why you work with lead scoring, where leads are assessed based on criteria such as purchase readiness, company size or decision-making authority. That way, the most promising prospects are prioritised first.

More details

More detail and examples.

Lead generation is one of the most important disciplines in modern sales and marketing because it creates a steady flow of potential customers. An effective lead generation strategy often combines SEO, content marketing, advertising, email marketing, social media and outbound sales. The goal is not just to generate lots of leads, but to attract the right leads that match the company’s target audience and buying needs.

In practice, lead generation is closely linked to conversion rate optimisation and CRM work. Once a lead has been captured, it must be qualified, nurtured and followed up systematically. Companies that succeed with lead generation therefore work with traffic, messaging, data and the sales process. This makes lead generation a central area for B2B growth, revenue and long-term customer development.

Why is lead generation important?

Effective lead generation creates a steady flow of new potential customers, reduces sales costs and enables the business to scale. For many B2B companies, it’s a critical discipline for growth.

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