Lead gen or lead generation is the concept of brining in names (albeit direct mail or email). This is typically accomplished by a free offer such as free report or white paper, where a prospect will fill out a form to receive the report then the prospect is either followed up with a phone call or email offer from the marketer.  Lead generation can also be accomplished by sweepstakes offers, raffles, online polls, surveys, sign ups at events/tradeshows, or co-registration.