Lead – What is a lead?

A  lead  is  a record in a company’s database, which the user has given voluntarily, and from which an informative or commercial interaction can be established.
For a  lead  to be valid, the user must have accepted the  data protection policy .

Índice

  1. How leads are generated 
  2. Lead types : qualified leads    
  3. What is lead nurturing or lead nutrition?   
  4. What is lead scoring 

How leads are generated  :  what are lead magnets 

Leads are usually obtained by offering users some additional content that they find interesting enough to offer some of their information in exchange for accessing it . These are free content in exchange for email, telephone, etc. and the authorization to send you communications. These contents are called lead magnets , and they are diverse: they can be ebooks, whitepapers, case studies, discounts, webinars, or video content among many other things. Capturing leads through content is one of the pillars of Inbound Marketing strategies.   
  
   

Lead types: qualified leads

 

Leads can be qualified depending on the objective for which they have been captured. The most common types are:

  • Marketing Qualified Lead or Marketing Qualified Lead (MQL):  These are leads that are in the middle of the conversion funnel. They are not yet ready to carry out the sale, but they are at a point of maturation that can bring them closer to it.

  • Qualified lead for sales or Sales Qualified Lead (SQL):  This is the lead who is about to make a purchase or conversion.

What is Lead nurturing or lead nutrition?  

Lead nurturing is understood as the relationship established with the potential client throughout their passage through all the stages of the funnel or conversion funnel. By giving away content of interest to the specific lead, the aim is to convert them into an end customer who completes a purchase or subscription process for the service offered by the company. Later, once the conversion is made, nurturing can be applied to retain those customers so that they consume the product or service again, or recommend it to other potential customers. For the process to be successful, workflows or work flows that are personalized and appropriately contextualized for each person are very important. For this, automated marketing is used, which speeds up the sending of communications by segmentation depending on the type of lead and its scoring .