Lead generation is the process of converting prospects into leads. A lead is a person who has indicated an interest in your product or service in some way, shape, or form.
There are a number of ways to generate leads, but the most common method is through lead capture forms. Lead capture forms are typically web forms that ask for reference information in exchange for something of value, like a white paper or e-book.
Once you have a prospect’s connection information, you can begin nurturing the lead with relevant content and offers that will help move them further down the sales funnel.