To refresh your memory - or introduce the concept - I am going to explain what a Lead is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better


A Lead is a person who has provided their contact information through a form on a landing page and, as a consequence, becomes part of a company’s database. They are normally generated by offering valuable content that the user can download from the web. He or she then becomes a potential client, clearly interested in the product we offer, and who has provided us with minimal information to be able to contact them. For example, your name and your phone number or your email.


For example in B2B businesses, the process is about offering content such as ebooks or access to more relevant content to get a lead (user contact information). The more information we have about that lead, the better, but be careful not to ask for it at all at once because you can frustrate the user and therefore not get the minimum information necessary. In a first iteration, it is best to ask for the name and email and phone number if applicable. This will give you the opportunity to call or email the lead and address them by their first name (making the communication more personalized).  

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