Lead generation is the process of identifying and attracting potential customers or clients for a business's products or services. It involves stimulating and capturing interest in a product or service to develop a sales pipeline. Lead generation methods can vary widely and may include inbound marketing tactics such as content marketing, search engine optimization (SEO), social media marketing, and email marketing, as well as outbound strategies like cold calling, direct mail, and advertising. The goal of lead generation is to generate qualified leads—prospects who are likely to become paying customers—by nurturing them through the sales funnel until they are ready to make a purchase decision.