Lead generation marketing explains the process of stimulating and capturing attention in a product or service for the reason of increasing a sales pipeline.
Lead generation marketing often uses online channels and has been undergoing substantial changes in recent years. In particular, the loads of information gamely available online has led to the rise of the "self-directed buyer" and the emergence of new ways to succeed leads before passing them to sales.
The exchange process has changed, and marketers need to find novel ways to be heard among increasing noise. Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and using lead generation marketing to build continuous relationships with buyers.