Lead generation describes the marketing process of stimulating and capturing interest in a product or service to develop a sales pipeline.Lead generation often uses digital channels and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the height of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales. In marketing, lead generation is the initiation of consumer interest or inquiry into a business’s products or services. Information can be created for list building, e-newsletter list acquisition, or sales leads. *Initiation of consumer interest. *Inquiry of business products or services. *Information for list building, e-newsletter list acquisition or sales lead.