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Marketing vocabulary · Campaigns & Planning

Lead generation

Meaning in marketing, with examples

nounCommon term

In marketing, lead generation means: Marketing activities that attract people who are interested in a product and collect their contact details so that the sales team can follow up.

In Turkish: potansiyel müşteri kazanımı, lead toplama, potansiyel müşteri yaratma

How it is used

Often shortened to lead gen. Typical tools are webinars, free guides, trade shows, contact forms and demo requests. It is especially important in B2B, where marketing is often judged by the number and quality of the leads it generates.

Example sentences

  1. Trade shows are still our best channel for lead generation.

  2. The lead generation campaign brought in plenty of names but very few real buyers.

Common collocations

  • lead generation campaign
  • B2B lead generation
  • lead generation form
  • lead gen
  • leadA person or company that has shown interest in a product, for example by filling in a form, and might become a customer.
  • B2BShort for business-to-business: selling products or services to other companies rather than to individual consumers.
  • funnelA model of the stages people pass through, from first hearing about a brand to buying, with fewer people at each stage, like liquid in a funnel.
  • conversion rateThe percentage of people who take a wanted action, such as buying, signing up or calling, out of all the people who had the chance to do it.
  • customer acquisition costThe average amount a company spends on marketing and sales to win one new customer, found by dividing total costs by the number of new customers.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Campaigns & Planning

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