Glossary
What is Lead generation?
Marketing aimed at collecting the contact details of people who may become customers.
In plain words
Lead generation uses forms, offers and ads to gather enquiries. The number of leads matters less than their quality, so agree what counts as a qualified lead and how it will be passed to your sales team.
Questions to ask a company that offers this
- How do you define a qualified lead?
- How will leads reach my team, and how fast?
- How do you stop fake or duplicate leads?
A good company will answer these plainly and in writing. Vague or evasive answers are worth noting.
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Explanation last read through on 25 October 2026. It is general guidance in plain language, not advice for your particular project. Tell us if something is wrong or unclear.