A lead is a potential customer, either an individual or a business who has expressed interest in purchasing a product or service. In the context of B2B SaaS, that interest can manifest in various ways, such as requesting a demo, contacting a sales representative, subscribing to an email list or engaging with marketing materials.

Lead generation is the lifeblood of any sales funnel, representing potential revenue and sustainable growth. Businesses use a wide range of strategies to attract and nurture leads, including content marketing, social media campaigns, search engine optimization (SEO), paid advertising, events and webinars, and strategic partnerships.

Partner programs, in particular, can be a powerful source of high-quality leads, as partners often have established relationships and trust within their respective industries. Once a lead is identified, the process of lead qualification involves assessing the lead's level of interest, budget, decision-making authority and timeline for purchase.

Qualified leads are then nurtured through targeted marketing and sales efforts, with an aim to convert them into paying customers.