Lead marketing, or lead generation marketing, is the process of attracting potential customers and then being able to convert them into buyers.
The first neccessity to establish a relationship with potential customers is to encourage them to share their personal data.
Examples of ways to obtain leads are:
Downloading an e-book in exchange of contact information,
The challenge in lead marketing is to attract the attention of potential customers and to obtain their trust. This is why the most of the compaines use several channels to handle this challange;
Search Engine Optimization (SEO)
Search Engine Advertising
Online Public Relations