A user who has expressed interest in a product or service and provided contact information for follow-up.

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Advertising Glossary

What Is a Lead?

A lead refers to a prospective customer who has demonstrated interest in a product or service and has willingly shared their contact details, signaling a willingness for further engagement. Leads are individuals or entities that have taken a step beyond passive browsing and have actively engaged with a business, often by signing up for newsletters, downloading resources, requesting more information, or taking similar actions.

In sales and marketing, generating leads is a crucial step in the customer acquisition process. Once contact information is obtained, businesses can nurture these leads through targeted communications, personalized interactions, and tailored content. The aim is to build a relationship, address their needs, and guide them toward making a purchase decision.

Leads can be categorized based on their level of engagement and readiness to make a purchase. "Warm" leads exhibit stronger interest and are closer to making a decision, while "cold" leads may require more nurturing and information before converting.

Effective lead management involves tracking and analyzing interactions with leads, understanding their preferences, and delivering relevant content at various stages of the buyer's journey. This process, often facilitated by customer relationship management (CRM) tools, helps businesses streamline communication and increase the likelihood of successful conversions.

In a digital landscape marked by increasing competition and evolving consumer behaviors, capturing and cultivating leads is a fundamental strategy for businesses seeking to expand their customer base and drive growth.