The paper describes the process of lead generation in social networks and identifies the main methods of this process. The connection of lead generation with the work of a lead manager or other specialist performing his functions is shown, and a method for reducing the employee's time costs by automating the lead generation process is proposed, as well as a model for the formation of an integral indicator for evaluating the quality of leads. The research tasks were solved using the simulation modeling method in the AnyLogic program. The economic efficiency of the proposed methodology and its positive impact on improving the quality of marketing are substantiated. The results of the study can be used to create advanced models of the process of automation of lead generation and setting tasks for IT specialists, in the development of software products.