Lead generation refers to the process of capturing a potential customer’s interest in a particular product or service, with the ultimate aim of converting that interest into a sale. This typically involves gathering the visitor’s contact information, or what is commonly known as a “lead,” through a web form or other means of data collection. The collected data can then be used for further marketing efforts, such as email campaigns or follow-up calls, to help nurture the lead and guide them towards a purchasing decision.