Through this process, the business owner mines demographic information for viable MLM leads, which are then contacted through standard direct marketing tools, including telephone and email. The target lists may be acquired from advertising campaigns that promote the product or service to potential customers or recruits, and they can also be obtained through MLM lead generation tools. MLM business owners typically utilize a couple of different methods, during MLM lead generation, to attain these viable MLM leads.

If executed correctly, a MLM lead generation program should bring together all of the most effective offline and online tools in order to ensure that leads progress efficiently from initial contact through sales closure and recruitment. This includes purchasing or licensing lead lists, which the distributor utilizes in his or her email, telemarketing, or direct mail campaigns.

An MLM lead batching or distributor gathering program is a more inclusive process for MLM lead generation. In this process, the business owner will work the leads through advertising campaigns that not only attract customers and recruits, but also invite them to build their own network. Through this comprehensive program, the business owner is building his or her network and helping recruits build theirs as well.