Email & automation
Lead
A contact for a potential customer who has shown interest — for example by filling in a form or downloading material.
A lead is a potential customer who left their contact details and showed interest in a product or service. Leads are graded by "temperature" and buying readiness (MQL, SQL).
Why it matters
Leads are the currency of B2B and service marketing. But lead quality matters more than quantity — a hundred unqualified contacts are worth less than ten right ones.
Real-world example
A visitor downloads an e-book in exchange for their email. They become a lead that an automated sequence gradually educates and readies for a sales call.
Related terms
Related serviceAI Performance
Full glossarynifty — minds · Glossary