Lead generation is the marketing process of stimulating and capturing interest in a product or service in order to develop a sales pipeline, allowing businesses to nurture the target customers until they are ready to make a purchase. 85% of expert marketers say that lead generation marketing is one of the most vital elements in their marketing arsenal. However, only 44% of business owners have an active plan in place. Lead generation marketing refers to various strategies like email follow-up, remarketing, etc. Find its importance in engaging potential customers.