Lead generation involves identifying and attracting potential customers who may be interested in a company’s products or services. This process includes researching target markets, collecting contact information, and engaging prospects through various channels such as email campaigns, social media, cold calling, or online forms. The goal is to create a pipeline of qualified leads that can be passed on to the sales team for follow-up and conversion. Lead generation specialists play a key role in driving business growth by ensuring a steady flow of new opportunities and helping the company reach its sales targets.