What is a lead and how to qualify it?

A lead is defined as a user who has registered their information with a company and becomes an element of the company's database with which the organization can interact.

In other words, a lead is the contact of a potential client, which can be obtained in different ways, but usually, it is the person who will leave you their information through some type of form on the website. Therefore, they practically participate in all digital marketing strategies.

A lead is a person or company that is interested in your sector and could become a client, perhaps they are not yet interested in your product or service, but that is why it is so important to have leads in the database because that way you can communicate with them, so they gradually get to know the product or service.

In digital marketing, what is used to capture leads is known as a lead magnet, which can be anything for which potential clients are willing to leave their contact. It is important to keep in mind that we do not want uninterested leads, so it is important to leave them an opt-out option if they do not want to be in the database.

Once we have the leads in our database, we usually have a conglomerate of all the leads, and we proceed to organize it by attributes or properties, that is, segment it, to decide what type of campaigns will be directed at each segment.

According to the behavior of the lead, it can be assessed how willing they are to buy the product or service, this is called lead scoring or also known as lead qualification.

Lead scoring allows transitioning from a conglomerate of leads from which performance is extracted over time to an interesting matrix for the brand.

There are different ways of lead scoring:

1. Unidimensional

• Retrospective: based solely on the data provided by the user, a score is defined, and it tells us that this person has this valuation, the criteria and parameters are decided by the person in charge of leads.
• Predictive: technologies are incorporated that analyze behavior, resulting in a value that indicates the probability that the user will end up meeting the set objective.

1. Multidimensional

• Basically, these are scorings where first a reflection is made on what dimensions I value to qualify the leads as important that I have in my database. There can be different dimensions that will depend on each project and objectives.

So in the end, there is no magic formula for qualifying a lead, in Brand Industry different parameters are considered for qualification depending on each case and project. Understanding that once the qualification is obtained, the necessary and segmented campaigns will be directed to nurture the lead and meet the objectives of each project.