It mainly refers to the generation of opportunities or customers.
Within the marketing area, we can define a lead as the record of an individual who shows interest in acquiring a good or hiring a service.
For lead generation you can use multiple channels, both online and offline.

What are the advantages of a Lead:

1. Updated database
2. Capturing potential new customers
3. Know your customers better
4. Sales and Services
5. market research
6. Optimize resources