What is a lead?
A lead is a person or company that has shown interest in your product or service, usually by sharing contact details through a form, call, chat, or similar action. Leads are the starting point of the sales process.
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How leads are captured
Leads come from forms, phone calls, chats, event sign-ups, content downloads, and ad campaigns. Each lead should be stored with its source so you can see which channels produce them.
Leads are not all equal
Someone who downloads a guide is at a different stage from someone who requests a quote. Teams separate leads into stages, such as marketing qualified and sales qualified, so they can respond appropriately.
Lead scoring and qualification help decide who gets a quick personal call and who gets nurtured over time.
What happens after a lead comes in
Fast, relevant follow-up makes a large difference. Route the lead to the right person, check how well it fits, and then either work it directly or add it to a nurturing sequence.
Common questions
What's the difference between a lead and a prospect?
Definitions vary by company. In general, a lead has shown interest, and a prospect has been checked and appears to fit what you sell.
What's the difference between a lead and a customer?
A lead has expressed interest but hasn't bought. A customer has made a purchase.
What are the types of leads?
Common types include marketing qualified leads and sales qualified leads. Some teams also use labels based on the source or the action taken, such as a form lead or a phone lead.
How do you generate leads?
Teams use paid ads, search, content, email, events, and referrals. The right mix depends on where your customers look for solutions.
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