The process of identifying and attracting potential customers who have shown interest in a company's products or services. It involves capturing contact information and qualifying prospects to initiate the sales process. Lead generation can be approached through inbound methods, which attract leads by creating valuable content and engaging through SEO and social media; outbound methods, which involve proactively reaching out to potential leads via cold emailing, calling, or direct mail; and allbound methods, which incorporate elements of both. Each method aims to build a pipeline of interested prospects to drive sales growth.