What is a lead?

A lead is someone who has shown interest in your product or service, but it is still unclear whether this person will become a customer.

A lead is an individual who is at the top of the funnel but has no qualification yet. Leads have shown some interest in your product/service or offer, but it's not yet clear if this person fits into your ideal buyer persona. In other words, this person may be interested and may want to purchase your product and/or service, but this is not known at the time.

There are different types of leads: Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).

  • An MQL is a lead that shows some interest in your company and could become a customer if you approach this person properly.
  • A SQL is a potential customer who is eager to have a conversation with your sales team. Sufficient interest has been shown and this person is usually eager to take action.

An MQL becomes an SQL when the buyer has a more focused intent to consider a product or service and matches the pattern of your buyer persona. These individuals usually want to take action more quickly, for example by setting up an appointment with your sales team.