Define 'lead generation'.

Lead generation is fundamentally the process of attracting and converting prospective customers who have expressed interest in a company’s product or service. This involves various tactics and strategies designed to engage potential clients at different stages of the purchasing journey, guiding them toward a point where they are willing to share their contact details and express further interest in what the company offers.

The correct understanding of lead generation encompasses a range of activities, including content marketing, social media engagement, email campaigns, and targeted advertising. These efforts are aimed at capturing the attention of potential customers and qualifying them as leads, which means they are more likely to engage with the company's sales processes.

In contrast, the other options do not encapsulate the essence of lead generation. Improving product visibility focuses more on awareness rather than engagement. Capturing customer testimonials relates to building credibility and trust but does not directly involve attracting new leads. A strategy for building brand reputation emphasizes brand perception rather than the specific act of generating leads. Therefore, the definition that best aligns with the established concept of lead generation is indeed the process of attracting and converting prospective customers who show interest in a product or service.