Generally speaking, a LEAD is a person who, on behalf of themselves (B2C) or an organization (B2B), shows some interest in your product or service.
This interest is evident when the visitor agrees to provide us with their real contact information in an online form. To achieve this, we must seduce them with a brand promise or specific benefit through a call to action.
Everything we know about B2B LEADS
In other words, for a Lead to exist, there must be a Call to Action. In addition, the contact must agree to be entered into a CRM or Lead Management platform to receive subsequent communications.
Following Seth Godin in “Permission Marketing” we can say that if there is no permission to receive further marketing communications, then there is no Lead. Or to put it positively: we are only dealing with a LEAD when there is a clear interest in establishing communication with your company.
We are only dealing with a lead when there is a clear interest in establishing communication with your company.
the lead for marketing and sales
There is a typical problem in B2B companies, which usually have separate marketing and sales teams.
The situation is that Marketing and Sales have different visions of what a “LEAD” is.
What is a marketing lead (MQL)?
An MQL is a contact that meets the characteristics of a buyer persona and who left thailand viral telegram their data on a form. This form can be on the company's contact page, on a Landing Page, or on the Blog, to name a few examples.
What is a sales lead (SQL)?
For sales, however, this is not a LEAD, it is simply a marketing contact. Sales qualifies a lead based on the real and concrete interest that person has in moving forward in the purchasing process, in the short term.
That is, for a Lead to be qualified by Sales it must have 4 main characteristics:
The contact must have decision-making power in the purchase (or be a determining influencer)
You must know and be able to answer the question of whether or not the company has the budget to make the purchase.
You must also have defined your need (ideally documented in an RFP (Request for Proposal) or a Brief).
Finally, you need to know at least the possible timeframes in which this purchase could take place. In B2B sales, it can take between 2 and 6 months.
the conflict and the solution
This difference in vision regarding what a Lead is has generated (and continues to do so) certain conflicts between the Marketing and Sales teams.