Product management glosary

Lead generation

What is Lead Generation?

Lead generation is a process of identifying and attracting potential customers for a product or service. It is a crucial aspect of product management that helps businesses to grow their customer base and increase revenue. Lead generation involves various marketing strategies and tactics to capture the interest of potential customers and convert them into paying customers.

How does Lead Generation work?

The process of lead generation typically involves the following steps:

  1. Identifying the target audience: The first step in lead generation is to identify the target audience. This involves understanding the demographics, interests, and needs of potential customers.
  2. Creating a lead magnet: A lead magnet is an incentive that businesses offer to potential customers in exchange for their contact information. This could be a free trial, a discount code, or an e-book.
  3. Promoting the lead magnet: Once the lead magnet is created, businesses need to promote it through various marketing channels such as social media, email marketing, and paid advertising.
  4. Capturing leads: When potential customers show interest in the lead magnet, businesses need to capture their contact information such as name, email address, and phone number.
  5. Nurturing leads: After capturing leads, businesses need to nurture them by providing valuable content and building a relationship with them. This helps to build trust and increase the chances of converting them into paying customers.
  6. Converting leads: The final step in lead generation is to convert leads into paying customers. This involves using various sales tactics such as offering a free trial, providing a discount, or offering a money-back guarantee.

Why is Lead Generation important?

Lead generation is important for businesses for the following reasons:

  • Increased revenue: Lead generation helps businesses to increase their customer base and generate more revenue.
  • Cost-effective: Lead generation is a cost-effective way to attract potential customers compared to traditional advertising methods.
  • Targeted marketing: Lead generation allows businesses to target specific demographics and interests of potential customers.
  • Improved customer relationships: Lead generation helps businesses to build a relationship with potential customers, which can lead to long-term customer loyalty.


Lead generation is a crucial aspect of product management that helps businesses to grow their customer base and increase revenue. By identifying the target audience, creating a lead magnet, promoting it, capturing leads, nurturing them, and converting them into paying customers, businesses can achieve their marketing goals and build long-term customer relationships.