A lead refers to contacts that represent prospects or potential customers.  Leads are won at touch points within the customer journey.

Classification and qualification

When a user is classified as a lead depends on the respective business objective. For example, a contact can be classified as a lead if the company has contact data for the person and a fundamental interest in the company's offer is suspected. In this case, we are talking about a potential unqualified lead. However, if an actual interest can be assumed in which a purchase can be expected, this person can be classified as a qualified lead.

In order for a prospective customer to convert to a potential buyer, a targeted procedure, the so-called lead nurturing is required.