The process of identifying prospective customers (consumer or business) with a qualified interest in a certain product or service who may be likely to make a purchase, particularly in internet marketing, to generate consumer interest or inquiry into products or services of a business. Leads can be created for an assortment of purposes – list building, e-newsletter list acquisition or for gaining customers.  These methods typically fall under the umbrella of advertising.

See also:
Marketing
Customer focus
Marketing mix
e-Marketing