By showing a natural interest in your company, it is these outsiders and prospects who develop a relationship with you, not you, the company. This ultimately makes it easier and more common for them to buy from you. Within the larger inbound marketing strategy, lead generation falls into the second phase.

That happens after you're ready to engage your audience and actually convert those visitors into leads for your business team. As you can see from the discussion below, lead generation is a critical step in becoming a happy customer for your company.