A lead is someone who has expressed interest in your business.
A customer is someone who has completed a purchase or hired your company.
Not every lead becomes a customer, which is why marketing and sales work together to move people through the buying process.
Examples of leads include:
- Contact form submissions
- Consultation requests
- Email subscribers
- Phone inquiries
- Download requests
The goal of marketing is not simply to generate more leads. It is to generate qualified leads that are more likely to become customers.
Quality often matters more than quantity.
