Cold or Hot Leads, Which is Better and How Can I Handle Them?

A lead starts from a contact detail through any platform with a marketing effort, meaning a lead can be on a social network, an email, a website.

There are different types of leads according to the purchase impulse they have. That is, the stage they are in within the purchase cycle.

The purchase cycle begins the moment the user realizes they have a desire, need, or problem. Therefore, they will start a research to clarify and create their own criteria about what the solution to their need is through a Google search, recommendations, etc. Once the user has managed to gather the necessary information, they will then start researching about what products or services can provide the solution? Which company or brand can provide it? Therefore, they will compare budgets to finally make a decision and make the purchase.

Therefore, cold leads are those who send a filled contact form in the contact section or may send an email, meaning they are the data we obtain through a form from users who are in an initial phase of the purchase cycle when they have realized their need. On the other hand, hot leads can be generated through a contact or a live or direct interaction, for example through a chat, which is generated by the high interest or purchase impulse they have. They are the data of users we obtain who are at the end of the purchase cycle, meaning ready to buy, where they already understand well what product or service can solve their need and are comparing providers.

There are various opinions on which lead is better for a brand. There is the stance where agencies, when possible, prefer the generation of cold leads since when a hot lead is captured, it is already advanced in the purchase cycle. All the stages we mentioned have already been done on their own, so when we contact the user, they will already have their own idea. Therefore, the reason why capturing cold leads has a greater effect is the power to influence.

At Brand Industry, thanks to our expertise, we understand this point of view, but we also consider that hot leads are much easier to convert into customers than cold leads. The advantages are that you save effort and time in conversion and fulfillment of the brand's objective. Therefore, integrating chat tools and a dynamic and direct contact with the user becomes a differentiating and key point in achieving the objectives of each brand.