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Lead

What is a lead?

A lead is a potential customer or client who has show interest in your products or services. Leads can be created through marketing campaigns, usually made through online advertising, social media marketing and content marketing efforts. Leads are "qualified", or judged for viabilitiy, and nurtured with further marketing until the sales team can take over and follow up.

What are the types of leads?

Leads can take several forms. For example:

  1. Marketing qualified leads (MQLs): MQLs have shown a strong interest in products and services, having engaged with marketing campaigns and content that your brand has put out.
  2. Sales qualified leads (SQLs): SQLs have been flagged as being ready to buy, given their engagement level and profile matching your target customer profile.
  3. Service qualified leads (SVLs): SVLs have asked for support or services from your business, and are either existing customers or are potential customers.

What is the lead management process?

The lead management process helps you to identify, qualify and nurture Marketing Qualified Leads until they are ready to become Sales Qualified Leads. This process might involve:

  1. Lead generation: Creating through online and offline marketing campaigns.
  2. Lead qualification: Narrowing down which leads are most likely to be customers.
  3. Lead nurturing: Creating a relationship with the lead through personalised and targeted messaging and content.
  4. Lead conversion: Securing a purchase or forming an agreement with the lead to engage your services or buy your product.

Relevant Terms

Conversion Rate Optimisation (CRO)

Conversion rate optimization (CRO) is the process of improving website efficiency by increasing the percentage of visitors who complete a desired action.

Basic

User Personas

User personas are a fictional character that is meant to represent the potential users you might have on your website.

Basic

Landing Pages

Landing pages are standalone web pages that are designed to focus on a specific product, service, or promotion, and are used in online marketing campaigns.

Basic