What is the process of attracting and converting prospects into leads called?

The process of attracting and converting prospects into leads is known as lead generation. This term encompasses various marketing strategies and tactics aimed at drawing potential customers into a company's sales funnel.

Lead generation typically involves creating awareness about a product or service and encouraging interested parties to provide their contact information or engage further with the brand. This can be achieved through various methods such as content marketing, social media campaigns, email marketing, and search engine optimization. The goal is to identify individuals who have shown interest, thereby generating leads that sales teams can follow up on to convert them into paying customers.

In contrast, market analysis focuses on researching and evaluating the dynamics of a target market, while customer segmentation involves dividing a customer base into specific groups based on shared characteristics for targeted marketing. Brand positioning deals with creating a unique impression of a brand in the minds of consumers, primarily aimed at differentiating it from competitors. While all of these concepts are vital parts of a broader marketing strategy, they do not specifically pertain to the act of attracting and converting prospects into leads.