Let's take an example: while browsing social media and websites, you come across a quiz to understand which vitamins and supplements are best for you.Since it's a topic that interests you, you fill out the quiz and shortly after you receive an email from the vitamin retailer who proposed the survey, with a nutritional plan that explains the products that would be ideal for your body.What do you say, it seems nice and you will surely take a physician data look at the email, probably evaluating whether or not to buy the products that are proposed to you.
Here, at this point you have become a lead: the company will start to periodically send you content that is interesting for you, bringing you closer in the first step to the purchase, and then to loyalty .
Let's change the hypothesis: let's say you've never heard of this company and one day it calls you without knowing if supplements, supplements and similar products are of interest to you. Your reaction will probably be one of repulsion, thinking: "they want to sell me things, no no I don't want to, leave me alone" .This is the difference between
generating leads and trying to make a 
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