# What is Lead Generation?

What is Lead Generation? The process of attracting interested people into a marketable list. Tools: landing pages, popups, lead magnets.

## How it works in practice

Lead gen is building 'your audience.' A list of 50,000 subscribers means revenue at the push of a button. No list means full dependence on paid ads.

## Related metrics

- Email List — the output
- Lead Magnet — the incentive
- Opt-in — the consent
- CAC — lead gen is cheaper than direct acquisition

## Common misconception

'I have 20K followers — I have an audience.' Followers are not a lead list. An algorithm can block you tomorrow. An email list is yours forever.

## How to fix it

Lead gen not working? (1) is the lead magnet good enough? (2) an exit-intent popup beats an immediate one, (3) load speed.

## Real-world example

A coffee shop: a '10% off' popup got 1.2% sign-ups. Switching to 'guide: 7 things that ruin coffee' plus 10% off got 4.8%.

## Where to start

Exit-intent popup + a 5-email welcome sequence + segment by source.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/lead-generation