Lead generation is defined as creating customer contacts with the ultimate objective of generating new customers, business or sales opportunities. Leads are usually employed for either sales or marketing purposes. A lead can be a company or an individual and the information collected varies, depending on the requirement and application of the data, It can be the basic contact details, that is, name and contact details. Other more detailed requirements will include the prospects` personal data as well as information relating to their lifestyle, preferences, occupation or opinions.

Some companies generate leads through their own sales and marketing initiatives. They run advertising and promotional campaigns on their websites to attract traffic, participate in exhibitions and road shows, and host seminars and workshops. Some employ a team of in-house telemarketers who prospect for clients through cold calling from lists of directories. Others, who do not have the capacity or the resources to do so, employ lead generation companies.



A lead generation company performs the same functions, perhaps even with greater efficiency and dexterity. As the core of their business is creating meaningful leads for their customers, they are therefore more professional and effective in their approach. Besides market research and client prospecting, other lead generation services offered include setting up appointments with the appropriate contact person as well as validation and updating of a client`s current database. Lead generation companies also offer services targeted at specific market segments such as real estate, mlm, or banking industries.

Online lead generation companies offer the mechanism to help the client bring in high volume of traffic and convert them into buyers of their products. Online lead generation companies employ advertising and promotional techniques on the company websites, search engine optimization or online newsletters to net a wider reach of prospective clients. Online lead generation software is available; their range of functions range from contact management to creation and monitoring of effective email campaigns. Another area of lead generation is the lead generator sites, which leverage web pages that focus on key words or phrases and the type of targeted prospects.