Expansion of the customer base is a key priority for most small businesses. Business growth is a long-term process and can be challenging. Which is why entrepreneurs should consistently work towards lead generation. So, what is lead generation exactly? Let us first understand what constitutes a lead. A person or a business that is interested in the products or services you are offering is a lead for your company. Simply put, they are your potential customers. Lead generation is a process of invoking interest in a client so that a sales pipeline can be established. This helps in generating revenue for your business.