Intent-based Lead Generation Lead generation. Let’s talk about it.
But before we dive in, let’s set the record straight… What exactly is a lead? Believe it or not, this term is misused all the time. So let’s take some time to define and understand what the word is actually referring to. A lead is someone who has indicated interest in your company’s product or service in some way, shape, or form. The keyword to look at here is that they’ve indicated interest. The term lead is often confused with prospects, and used interchangeably, even though they don’t mean the same thing. A prospect is a potential customer, someone that has been qualified as fitting certain criteria:
fits your target marketer (sole/seniority, industry, and company size), has the means (money) to buy, and is authorized to make buying decisions
Prospects DO NOT have to have indicated interest in your product or service. They just need to meet the criteria above.