What Defines a "Lead" in Today's Market?
Posted: Sat May 24, 2025 4:58 am
In the simplest terms, a lead is a prospective customer. canada phone number list However, not all leads are created equal. Understanding the different stages of a lead helps in tailoring your approach:
Suspect/Prospect: This is a broad category. You might have basic information about them, but they haven't explicitly expressed interest in your product or service yet. They simply fit your Ideal Customer Profile (ICP).
Marketing Qualified Lead (MQL): These are individuals who have engaged with your marketing content or shown initial interest, signaling they might be open to learning more. Examples include downloading an e-book, attending a webinar, or visiting multiple pages on your website. They are "marketing qualified" because their actions suggest a potential fit.
Sales Qualified Lead (SQL): This is the golden standard. An SQL has been vetted by your sales team (or an automated system) and is deemed genuinely ready for a sales conversation. They typically have a confirmed need, budget, authority, and a clear timeline (BANT criteria).
The goal of lead generation is not just to accumulate raw contacts, but to convert as many of them as possible into MQLs and then nurture them into SQLs.
Suspect/Prospect: This is a broad category. You might have basic information about them, but they haven't explicitly expressed interest in your product or service yet. They simply fit your Ideal Customer Profile (ICP).
Marketing Qualified Lead (MQL): These are individuals who have engaged with your marketing content or shown initial interest, signaling they might be open to learning more. Examples include downloading an e-book, attending a webinar, or visiting multiple pages on your website. They are "marketing qualified" because their actions suggest a potential fit.
Sales Qualified Lead (SQL): This is the golden standard. An SQL has been vetted by your sales team (or an automated system) and is deemed genuinely ready for a sales conversation. They typically have a confirmed need, budget, authority, and a clear timeline (BANT criteria).
The goal of lead generation is not just to accumulate raw contacts, but to convert as many of them as possible into MQLs and then nurture them into SQLs.