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


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

Generating leads is one of the objectives most sought after by marketers trying to achieve conversions and increase their profits. To begin with, do you know what a lead is or what exactly does it mean in the field of marketing? You may know it, and yet those leads don’t end up being customers.In this article you will know in detail what leads are, why they are so important to get more sales and what is the way to generate qualified leads in digital marketing. Shall we start?list_altIndex of contents
What is a lead in online marketing?
How to generate a lead?
Why are leads important for a company?
Marketing and sales issues about lead quality
What types of leads are there?
Lead capture techniques: how are they achieved?
What can be done with leads?
What is a lead in online marketing?
There are different ways of understanding what a lead, contact or registration is, phone no search australia on the moment of the marketing campaign in which we find ourselves, the user’s own purchase process or the level of involvement that he has shown with the brand. That is why even within the field of online marketing itself, a certain ambiguity is usually created when talking about leads.


Well, we will start with the most basic concept so that you understand it.A lead is a user who has delivered their data to a company and, as a consequence, becomes a record in its database with which the organization can interact. This registration can be done physically, with paper and pen, or online, through a form.In this step there is a key transaction in which the user gives the company their personal data in exchange for getting something, such as access to specialized content, a technical sheet, a product catalog for other companies, etc.Do you like what you are reading? Subscribe to the blog!
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For its part, the company can reach the user almost as if it were a two-way communication, only in a non-intrusive way and in a way that the user practically does not perceive it. So that? Well, for the company to have “permission” to interact with this user: send him communications, share content that may be interesting to him due to the phase of the purchase cycle in which he is and, even, make commercial offers, but to that already we will arrive. This process will be done using automated marketing techniques.

The fundamental idea is that, thanks to the conversion to a lead, we can contact this person, who is no longer a mere unknown and nameless visit, to offer them content related to our product or service.To treat a user as a lead, it is essential that this prson has accepted the company’s privacy policy. This authorization is even more important since the new European GDPR legislation came out to regulate the processing of personal data and the correct use of cookies.what is a marketing leadThis is the definition with which we feel identified in InboundCycle. But we reiterate, it is not an exact science: depending on the sector and the objectives of each company, and also depending on the point of the marketing funnel at which it is captured, a lead will be defined in one way or another .CTA – Hire HubSpot with InboundCycle
How to generate a lead?
A lead can be generated by any offline channel through physical forms, at an event, at a professional fair, to access a raffle or a discount in the store, by phone, etc.In a typical inbound project, most of the leads tend to be online. That is why in this article we will focus on the leads that arrive through the online channel, which, in turn, can be obtained in multiple ways (by organic search, social networks, by direct traffic, etc.) and in a thousand ways different, depending on the actions we take and the strategy to be developed in each case.How does this happen in inbound marketing?
Typically, users see attractive content, want to download it, and fill out a form with their details. But it really could be by any means. The important thing is that valuable content is offered through a form that will be specially developed to encourage conversion. This will be embedded in a landing page , web page, blog article, Facebook Lead Ads campaign, etc.

landing page inboundcycleInboundCycle landing page exampleTherefore, to start generating leads for your company, it is necessary to create interesting and quality content for your target audience and enable its download through different forms. Take a look at the following example!If you already know well what a lead is, what types of leads exist and what can be done with them, you can download the free guide The 30 best tips, tricks nd ideas to generate leads .Why are leads important for a company?
As you may well know by now, a lead is the person who is interested in your company and who could become a customer, even though they may not yet be at the point where they are interested in our products or services. This is why leads are the basis of an inbound marketing strategy. A strategy in which, little by little, we have to convince them that our products or services interest them and are effective in solving their concerns or needs. Relax, that time will come. Almost all of these strategies are aimed at getting customers, but for that you have to go a more or less long way.Horizontal CTA – Online inbound marketing course
How do we do it?
To achieve this, we attract traffic to our content and then use content offers, or what we call lead magnets, to capture these leads or registrations . ‘Magnet’ means ‘magnet’ in English, and that magnet will be our awesome deal! An incentive that we will use as bait for users to obtain a downloadable pdf, access to a course, etc. If they “bite”, those will be qualified leads.

Now, if they don’t, we will have failed, since we will have reached users who are not really interested in us. Maybe because we have been considered spam.That is why in inbound marketing we implement lead nurturing & lead scoring techniques to accompany these prospective users throughout this educational process so that they end up buying. This process is key so that the user receives that star-magnet offer we are talking about when he is ready for it and accepts it.Here are a couple of videos in which we better explain everything you need to know about lead scoring and lead nurturing :In short: most of the people who are going to reach us are in the initial stages of the buying process, so we are not interested in attracting only those who are about to buy. Our mission is to reach these people in the initial phase and accompany them throughout the process.As we like to say, we do it by delivering the right content at the right time.But if we only attract traffic, the person consumes the content and leaves the web, we are not having an impact that can last over time. That is why we must convert these anonymous visitors into leads (not all convert, only a% that can be around 1-5% approximately).So we can continue with the interaction and keep in touch with them.what is a lead

Getting a lead is the key moment in which the person goes from being anonymous on our website to knowing a little more who they are, where to contact them, what needs they may have and how we can help them in the best way with content, products, services, formations, etc.Building a database made up of these leads is crucial in inbound marketing.
It is one of the assets that we generate and necessary to be able to carry out the most complex phases of the strategy: lead nurturing and lead scoring. Betting Email List and sales issues about lead quality
The biggest dilemma between the marketing and sales departments arises when there are continuous complaints or “disagreements” about the quality of leads that have come from the database to make commercial offers. While online marketers are proud of the large number of leads they have generated, the commercial department is frustrated by the continued rejection of those potential customers who were ultimately not interested.This is how those who looked like potential customers end up becoming low-quality leadsCTA – Hire HubSpot with InboundCycle
What types of leads are there?
To begin with, we must know the following differentiation:Cold leads vs. hot leads
The one we have seen is the definition of lead from the marketing point of view , a person potentially interested in the company. So much so that when a user is considered a lead, they can be included in different categories based on:

Similarity to the buyer person .

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