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What is a lead

Home / What is a lead

The English term lead belongs to the field of internet marketing (more specifically to the so-called lead generation marketing). It does not have a direct Czech equivalent, so it is commonly used in this foreign language form.
It refers to a potential customer who has shown interest in services by responding to an advertisement and is one step away from utilization. For example, he clicked on a banner or a button with a CTA. It can also be the result of a referral. Some sources explain a lead as a type of conversion or contact with a user with a high chance of converting it into a customer. As soon as the company obtains a lead, marketing has fulfilled its goal and is replaced by purely commercial activities, which form the imaginary final phase.

Basic lead generation strategy

There are a number of ways to generate leads, follow up on them and send them down the customer journey. He deals with these techniques lead management, which represents the overall process of acquiring new customers and takes into account general market parameterstarget group.

A contact (lead) can be obtained on the Internet:

• via a web form – the visitor fills in a form in which he must enter his phone number or e-mail,
  
• through a pop-up window – may invite you to register to receive a discount on your purchase,
  
• when downloading an e-book and other similar content - the user exchanges the contact with himself for the possibility to download the given file,
  
• on Facebook using a sponsored post - this social network allows you to get contacts in various ways. For example, part of the advertisement can include a button called register, which leads to a form for entering an e-mail,
  
• thanks to the competition - again the same principle, where the customer enters his e-mail address in order to participate in the given action,
  
• etc.

How to know the quality or lead scoring

Not every lead is high-quality, or even real. Users do not like to give out their phone number because they are afraid of misuse. Therefore, they usually leave only their e-mail address. The exception is, of course, situations where the issue is of great interest to the given person. Then he usually has no problem with giving the number.

In order to better estimate whether a visitor will become a (good) lead, the marketer can use a scale called lead scoring - with the help of specialized tools.

It then monitors the user's behavior on the website and assigns points to their individual activities. Based on this, it is then possible to effectively evaluate whether, for example, he is ready for direct contact or final trading. It makes a difference when someone signs up for a newsletter, actively compares products, or perhaps searches for a customer support contact.

Tariffs and prices

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Choose one of our tariffs.

All prices below are exclusive of VAT.

* The number of domains you want to send your web notifications to
* When you order an annual tariff, you get 2 months free (you only pay for 10 months).

One-off payments

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