The term lead refers to a contact who has submitted a form on a website or landing page in return for a content offer. At this stage, at least some information about the individual is known.
Ways in which an individual can become a lead include downloading an eBook, submitting a survey response or signing up for a newsletter among other options.
If a lead continues further into the inbound marketing funnel, they move progressively through the following stages marketing qualified lead, sales qualified lead, opportunity and eventually, customer. Finally, there is the evangelist stage, which includes individuals who freely and gladly advocate for your business.
Expert Tip:
When using the term “lead” you’re referring to a contact who has submitted a form in return for a content offer. In addition to lead, it is important for your organization to define and agree upon the terms used to identify individuals at all stages of the sales and marketing funnel.
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