Lead generation

The work of attracting and capturing potential clients - through content, outreach, referrals or ads - to feed the sales pipeline.

For example, an agency publishes a glossary and a free calculator that rank in search, capturing prospects who download a guide. Those leads enter the pipeline already aware of the agency, warmer than a cold list.

Why it matters to your firm: lead generation is the top of the funnel that everything else depends on - without a steady flow of prospects, even a great sales process starves. The cheapest leads, like referrals and inbound content, also tend to convert best and lower acquisition cost.