Lead generation is the process of attracting prospective customers and nurturing their interest in your business with the eventual goal of turning them into converted customers. In B2B SaaS, lead generation can be done through inbound marketing, SEO, re-targetting, partner referrals, free trials and more. Those potential customers (or warm leads) are then followed up with to show them the value of your service or product to convert them to purchase your product or service.