In marketing, leads refer to potential customers who have expressed interest in a product or service and are likely to become paying customers. A lead usually provides contact information or engages with a business (e.g., by signing up for a newsletter, downloading a white paper, or filling out a contact form). Generating leads is a fundamental aspect of the sales process, as it involves identifying and cultivating potential customers for a business's products or services. Lead generation strategies are crucial for business growth and involve various marketing tactics to attract and convert prospects.