Numerous methods exist for generating leads, but two notable ones are direct and indirect approaches, also known as outbound and inbound strategies.

Direct lead generation (outbound) is when a potential client is already interested in your products or services and actively seeks information about them. For example, if your company specializes in website development, you may receive inquiries from clients looking for a suitable company to create their website. In this case, lead generation is enhanced by email campaigns, advertisements, etc. This type of lead generation allows you to quickly reach a large audience and obtain fast results that are easy to analyze and evaluate ROI.

Indirect lead generation (inbound) is a more complex process where the seller generates interest in a potential client who has not yet realized their need. It involves passive client attraction, where you identify client interests and establish two-way interaction. For example, your company can advertise "How to optimize business processes?" and attract the attention of people who have not previously considered this. It allows you to establish contact with potential clients and answer their questions, increasing the likelihood of their purchases. The key element of this type of lead generation is high-quality content that is interesting and useful to your target audience. Possible activities include content marketing, development of expert content, social media promotion, video marketing, blogging, etc. Indirect lead generation requires more time and effort, usually showing delayed results, but it can be very effective if marketing tools are used correctly.

Various factors may affect the choice of lead generation strategy. However, a balanced approach incorporating both strategies can yield optimal results, catering to diverse audience preferences and behaviors.

When choosing the lead generation strategy, consider the complexity of the product or service you offer and the timeframes that potential clients may require to make decisions. Monitoring competitors and analyzing the demand for your product online is also necessary to determine your target audience's most effective communication channels and requests.

Additionally, it is necessary to organize the correct process of collecting contacts of potential clients and creating, maintaining, and expanding the customer database.