It is worth noting that leads in different areas have some differences. First of all, let's discuss leads in sales (business) and their types, as well as the features determined by the scope of application of this concept.
So, a sales lead is a potential client who has shown interest but has not yet made a purchase. He performs the following target actions:
filling out an application to purchase a product after visiting a website or landing page;
confirmation of the completed order;
calling a company about a product (service);
Entering information about yourself and contact details into the questionnaire.
In other words, sales leads are based on a potential client performing a specific action, the choice of which is made according to specified parameters. When discussing leads in business, their types should be considered by the type of potential buyers sampled, their readiness to make a purchase, and the channel through which they came.
Let's start with classifying leads by sampling type. First, contact information is accumulated and then sent to marketers, who process it for further transmission to companies. It is at this stage that leads are divided into the following types:
consumer - determined by various criteria (age, gender, etc.) and intended for several companies at the same time, not just one;
targeted - aimed at a specific company whose product (service) the user is interested in.
As for the classification of leads by their readiness to buy, in this case we cannot do without such a concept as warmth. Based on this criterion, three types of potential buyers are distinguished: cold, warm and hot.
Who are the leads?
Depending on the channel through which they came, there are three types of leads:
To attract such clients, meetings iceland email list with the manager, phone calls, and business cards are distributed at events . An example would be an invitation to a free procedure with a cosmetologist, during which the client is offered to purchase a full course. It is worth noting that in this case, the conversion of leads into full-fledged clients is quite low.
Search for potential clients is carried out by word of mouth . Each of us will trust the experience of our friends and acquaintances more easily and quickly than the arguments of an unfamiliar manager. That is why, in order for this channel to continuously bring new leads, it is important to provide clients with a truly high-quality product. This is the principle that is fundamental for successful business development, regardless of the field of activity.
The company receives such clients as a result of using marketing tools (advertising with a link to the website, posting videos on YouTube, SEO-optimized content, contextual advertising, holding webinars, etc.).
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Leads in Marketing
In marketing, a lead is considered to be a potential client who has responded to a marketing campaign in one way or another. In other words, a person has shown interest in some offer from the company.
How and through what channels are leads attracted in marketing? Today, there are many methods, but experts highlight several main ones, namely:
an application left on a web resource;
calling potential buyers;
response to an offer received via email or social media;
visiting the office or calling using contact information from the flyer;
advertising on radio or television;
word of mouth.
Recently, messengers that operate using chat bots have been increasingly used as one of the types of attraction. Such a lead generation channel significantly simplifies the company's work.