B2B & Growth

Lead Generation

Capturing contact details of potential buyers, often through forms or gated content, for sales follow-up.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Lead generation is the process of attracting potential buyers and capturing their contact details for sales and marketing follow-up. Common tactics include forms, gated content such as ebooks and webinars, events and paid lead ads. It fills the top of the B2B funnel, and success depends on lead quality and conversion, not just volume.