Lead generation is the process of identifying and attracting potential customers or clients for a business's products or services. It involves various marketing techniques such as advertising, content marketing, email marketing, social media marketing, and more, aimed at gathering contact information of potential leads. The primary objective of lead generation is to create a pipeline of qualified leads that can be converted into paying customers, thereby increasing sales and revenue. Additionally, it can also help in increasing brand saturation by creating brand awareness and establishing a strong online presence through targeted marketing campaigns. Overall, lead generation is a crucial aspect of any marketing strategy and plays a vital role in the growth and success of a business.