The presentation will give an introduction and more in depth information about lead generation. It will include the do’s and don’ts, how to define the right target group, how to cluster the target group and which technologies are important to use. Different cases will show, how an effective lead generation can be set-up and executed. The presentation will be split in 2 Sessions, one for beginners and the other one for advanced marketing managers. This presentation used in electronic commerce conference "E-komercija '16" by Daniel Richter from company Adxmedia.