A lead is defined as a prospective customer and is typically generated when someone expresses interest in a company’s product or service. A lead typically experiences a few different stages within the purchase/marketing process, consisting of awareness, interest, consideration, and purchase. This can happen in a variety of ways, such as filling out a form on a website or calling a company’s customer service line.
The purpose of a lead is to generate interest in a product or service so that a salesperson can attempt to sell it to them. However, leads vary in knowledge, some don't have enough information on the product, some know it all, and some may even be ready to make a purchase. Therefore it is important to assess leads strengths and cater to their needs.
Overall leads are crucial to a business's sales, so it's important that leads are properly nurtured and supported when making a purchase.
How are leads generated?
Leads can be generated through various marketing activities such as content marketing, email campaigns, social media campaigns, and search engine optimization (SEO).
What is the purpose of leads?
The purpose of leads is to identify potential customers and convert them into paying customers.
Fun Fact:
"According to a survey conducted by Demand Gen Report, 77% of B2B buyers rated leads from sources such as webinars, tradeshows and events as the most effective source for generating high-quality leads." (Demand Gen Report, 2018)