What is a lead, what types are there and what are they used for?

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What is a lead in online marketing? A lead is a person or company that has expressed interest in your products or services. However, as we said, this definition can vary depending on whether we are talking to the marketing team or the sales team. For marketing, a lead is a user who has provided their data to a company and, as a result, becomes a record in its database with which the organization can interact . This step involves a key transaction in which the user gives the company their personal data in exchange for obtaining something, such as access to specialized content, registration for a webinar, a technical sheet, a product catalog for other companies, etc.

For its part, the company can reach the user almost as if it Buy Email Database List were a two-way communication , only in a non-intrusive way and in such a way that the user hardly notices it. Why? Well, so that the company has “permission” to interact with this user: send them communications, share content that may be interesting to them due to the phase of the purchasing cycle they are in, and even make commercial offers, but we will get to that later. This process will be done through automated marketing techniques, such as email marketing. The fundamental idea is that, thanks to the conversion to lead, we can get in touch with this person , who is no longer a mere unknown and nameless visitor, to offer them content related to our product or service.



As we have been saying, this definition could be different depending on the moment of the marketing campaign in which we find ourselves, the purchasing process of the user or the level of involvement that he or she has shown with the brand. That is why even within the field of online marketing, a certain ambiguity is often created when talking about leads. In order to treat a user as a lead, it is essential that this person has accepted the company's privacy policy . This authorization is even more important since the new European GDPR legislation was introduced to regulate the processing of personal data and the correct use of cookies. What is a marketing lead? This is the definition we identify with at InboundCycle. But we repeat, it is not an exact science: depending on the sector and the objectives of each company, and also depending on the point in the marketing funnel at which it is captured, a lead will be defined in one way or another .