Performance Marketing refers to the process of identifying and cultivating potential customers for a business's products or services. The goal of Performance Marketing is to generate interest in a business and convert that interest into a sale. Leads can come from a variety of sources, including social media, email marketing, search engine optimization, and advertising campaigns.

Performance Marketing typically involves several steps. The first step is to identify the target audience for a business's products or services. This might involve creating buyer personas, which are profiles of the ideal customer for a business. Once the target audience has been identified, the next step is to create content and marketing campaigns that will attract potential customers and encourage them to engage with the business.

One of the most effective ways to Performance Marketing is through content marketing. This involves creating high-quality content that is designed to educate and inform potential customers about a business's products or services. This content can take many forms, including blog posts, videos, infographics, and e-books.

Another important aspect of lead generation is capturing contact information from potential customers. This typically involves offering something of value in exchange for a person's contact information, such as a free e-book or a discount on a product or service. Once a business has a person's contact information, they can begin to nurture that lead through email marketing or other forms of communication.

Performance Marketing is an ongoing process, and businesses must continually refine their strategies to stay ahead of the competition. By creating high-quality content, offering valuable incentives, and nurturing leads over time, businesses can generate a steady stream of new customers and grow their revenue over time.