What does Lead mean?

A lead is a potential customer who has shown some interest in a product, service or brand and provided the company with contact details or other information that allows further communication. A lead can arise from filling in a form, registering, downloading an e-book, signing up for a newsletter, requesting a quote or booking a consultation. Not every lead is automatically ready to buy; individual contacts differ in their level of interest, needs and purchase intent. Companies therefore often segment, evaluate and further nurture leads through marketing or sales communication. The goal is to gradually increase their interest and lead them to a conversion, such as an order or a signed contract.