B2B sales glossary
Lead generation is the process of finding and attracting potential customers — people or companies who might buy — and capturing their contact details so the sales team can follow up.
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A lead is anyone who could become a customer and whose details you have. Lead generation creates that list, through inbound methods (content, SEO, ads, webinars) or outbound methods (prospecting, cold calls and emails, events).
Good lead generation isn’t about volume. Leads should match your ideal customer profile and be reachable — which is why B2B teams combine targeting with verified contact data.
| Term | In one line |
|---|---|
| Quality Lead | A quality lead is a prospect that closely matches your Ideal Customer Profile (ICP) and shows clear signals of intent — making them significantly more likely to convert than a generic, unqualified lead. |
| MQL vs SQL | An MQL (Marketing Qualified Lead) has shown enough interest to be worth a follow-up but is not yet ready to buy. |
| Inbound vs Outbound Sales | Inbound sales responds to prospects who come to you — through your website, content or ads. |
| Prospect | In sales, a prospect is a potential customer who fits your target profile and has been identified as worth pursuing — but hasn’t bought yet. |
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Finding people or companies who might buy from you and getting their contact details so you can follow up.
It’s commonly explained as “संभावित ग्राहक ढूंढना” — finding potential customers.
Software that helps find prospects and their contact details, capture inbound leads, or enrich lists — for example contact-data tools, form builders and CRM integrations.
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