Business sustainability issues are determined by the demand for its results by consumers. Attracting consumers and clients by companies is becoming one of the key tasks that are successfully solved by the art of marketing, promotion and lead generation. This study substantiates the need for formation of specific approaches to lead management and lead generation in the educational services market. The article proves that online lead generation allows not only attracting and retaining a consumer of educational services, but also identifying the key needs of the economy in training specialists of specific professions with the necessary competencies. Optimization and efficiency of lead generation processes is ensured by digital channels and progressive targeted advertising tools. The specificity of the target consumer and the services provided presupposes a flexible transformation of the service itself and its competence content, determined by the dynamics of environmental factors, the changing needs of the economy, new digital technologies and the implementation period. Today, lead generation is an effective tool for ensuring the sustainability of educational organizations in a competitive environment.