Lead Generation Terminology 101

Let’s break out the books and get familiar with Lead Generation terms.

Lead: A prospect that has some level of potential in becoming a client. The individual usually shows interests and provides his/her information to your firm.

Qualified Lead: A prospect that meets all of your firm’s qualifications and criteria necessary to be considered more likely to become a client.

Lead Generation: The initiation of consumer interest or inquiry into products or services of a your firm.

Lead Generation Campaign: The process of capturing and simulating interest in a service or product for the purpose of developing leads. This includes a strategy using a particular media source and an offer to create inbound leads.

Nurturing: Some leads qualify early on, while others may take more time. Many of your leads will need some nurturing through frequent communication until they are ready to be contacted by someone from your business development team.

Hard Offer: This is typically an offer for a service or product that usually requires the prospect to act immediately. Often times these offers are limited to a few people or may have an expiration date.

Soft Offer: This type of offer usually doesn’t require an immediate response. An example of a soft offer is an email newsletter subscription.

Lead Capture: The use of marketing automation systems, allowing marketers to gather contact information from web forms, landing pages and email campaigns.

Landing Pages: A page that a visitor can land at or arrive on in response to clicking on a link or offer.

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