Marketing
What is Lead Generation?
The process of identifying and cultivating potential customers. B2B lead generation combines inbound (content, SEO) and outbound (cold email, events) strategies.
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Related Terms
Demand Generation
A marketing strategy focused on creating awareness and interest in a company's products or services. Demand gen spans the entire funnel from awareness to revenue.
Lead Scoring
A methodology for ranking prospects based on their perceived value to the organization. Scores are typically based on fit (firmographic match) and engagement (behavioral signals).
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