Lead generation 

Lead Generation is a set of marketing activities aimed at bringing in leads or customers. The goal is to obtain contact information, which is usually further processed by the salesperson. 

Lead Generation is usually used, for example, by service dealers, real estate companies, or recruitment agencies. It is also often used when selling more expensive goods such as cars. 

The profitability and effectiveness of Lead Generation activities are evaluated in a different way than for traditional e-shops. The first indicator is the price per lead (potential customer) and the next indicator is its "quality", or the probability of closing a contract or selling a product.