Lead generation is a marketing strategy that aims to generate interest for a company's products and services, turning leads into prospects and nurturing them down the marketing funnel. A lead is an individual who has shown some level of interest in a brand, while a prospect is a qualified lead who can make or influence buying decisions. Lead generation strategies often incorporate various tactics such as advertising, social media, chatbots, newsletters, email marketing, website blogs, online coupons, free trials and demos, product giveaways, and external services that capture leads. Software tools are also used to generate leads by adding pop-ups, chatbots, contact forms, and other attention-grabbing elements to websites. Effective lead management involves getting leads, qualifying them, nurturing them, and moving them forward to conversion, with both marketing and sales teams playing a crucial role in the process.