Lead

How it is used

Very common in B2B, real estate, education and services. Campaigns generate or capture leads, sales teams follow up on them, and leads are often scored as hot, warm or cold. MQL means marketing qualified lead.

Example sentences

1. The webinar brought in 340 leads, but sales says only a few are qualified.

2. Every new lead gets a welcome email within five minutes.

Common collocations

• generate leads
• lead generation
• qualified lead
• follow up on a lead
• cost per lead

Related terms

• lead magnetSomething valuable offered for free, such as an e-book, checklist, template or webinar, in exchange for a person's contact details.
• funnelA model of the stages people go through, from first hearing about a brand to buying, with fewer people at each step, like the shape of a funnel.
• B2BShort for business-to-business: selling products or services to other companies rather than to individual consumers.
• conversionAn action that a business wants visitors to complete, such as buying, signing up or filling in a form, or the moment someone completes it.
• CPAShort for cost per acquisition (or cost per action): the average amount spent on advertising to get one customer, lead or other conversion.

This word in other fields

The same English word can have a different meaning in another field:

• lead · Marketing
• lead · Sales & Retail
• lead · Journalism & Media

More terms: Digital Marketing Fundamentals

• target audience
• campaign
• drive traffic
• brand awareness
• buyer persona
• customer journey