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Nowadays we are tired of hearing this term, but in many areas it is not really used in the most appropriate way. That’s why in this post we wanted to deal in depth with the concept of lead and solve many doubts that may arise.
The translation of leads from English means to lead or lead, however leads in marketing are users who come to provide their contact information through a registration form accessed from a landing page, becoming, as a result, part of the private database of a company.
These are business opportunities or potential customers that can be captured through any means. In marketing, leads are directly related to what is known as conversion, with the achievement of results through a specific website.
What is the meaning of lead?
The answer to this question we have given you in the beginning of this post. The meaning of leads, when we are talking about marketing, has to do with those users who, after performing a search on the Internet, end up on a web page where, finally, they fill in an information form with their data, and thanks to this the company stores and manages them through its private database.
In general, we generate leads through valuable content that we must create so that they can be downloaded from our website. Therefore, in order to obtain quality leads, it is essential that you offer interesting content to capture the attention of your target audience.
What is a lead and what is it for?
So far I have told you a translation of leads and we have explained what leads are in marketing. Now we are going to go a step further and we are going to talk about quality or qualified leads, trying to provide an explanation with the idea that our readers will discover what they are for.
Leads for companies are prospects to customers, potential consumers of our brands. Therefore, once they are captured and incorporated into our databases, they are reviewed and investigated by the marketing department of our firm and, subsequently, by the sales team.
In this way, we are able to discover whether these contacts meet the right requirements to become potential customers, depending not only on the specific qualities of their profile, but also on the exact point in the buying process where they are.
It is important that your company’s marketing team and the sales team are aligned and focus their efforts in the same direction. Because when the former considers that the leads are qualified, it passes them directly to the latter, which is the one that, ultimately, indicates the actions to be implemented to accelerate the process in the sales funnel.
The idea is to focus all the energies of the sales force on developing actions aimed at people who have all the requirements you have stipulated are necessary to become your customers.
Therefore, marketing leads, when they are considered qualified, serve as a filter among users to reach those who are truly interested in the product or service, who are finally the right ones for the sales department to contact and seek what is known as closing the purchase.
Types of leads
So far we have only mentioned qualified leads, but in reality we can consider that there are three types of leads in marketing, depending on the buying cycle they are in:
- Lead, which is equivalent to a contact who is at an early stage of this cycle, known in technical terms as TOFU. This is a user who is not yet ready to make a purchase, so you are obliged to implement actions to encourage them to go ahead with the process.
- Marketing Qualified Lead (MQL), which are those contacts that you have already identified and have considered that they can be part of the target audience you are addressing, so they have the qualities to become your potential customers. You can include them in the middle phase of your conversion funnel (MOFU), and your objective will be to capture their interest so that they take into account your brand as a solution to what they are looking for.
- Sales Qualified Lead (SQL), which is the user who is in the final phase of the process (BOFU), who has already considered the possibility of buying your product to meet their needs. Your marketing department has transferred them to the sales department and is now ready to close the purchase. Your sales reps have to pass on direct offers and other exclusive advantages to them so that the sale can be successfully closed.
What are sales leads?
Therefore, sales leads, as we have already explained in the previous section of our post, are the SQL. That is, those who have been considered as suitable to close the sales process.
They are the potential customers to whom you have to direct all your efforts to get them to decide on your products or services and successfully complete the buying process.
What are a company’s leads?
The answer to this question will serve as a conclusion to this post. Actually, we have already explained the meaning of leads, we have talked about quality leads and the three types of leads in marketing.
Conclusion: We started with a translation of leads and we have moved on to talk about the importance of leads for companies. Therefore, a company’s leads are the potential customers that may purchase its products or services, once they have completed the conversion process.
Generating quality leads is a task that the marketing department must take care of zealously in order to fulfill its mission to grow and guarantee the company’s future.