KB Glossary: Leads


A person who has shown interest in your company’s product or service. “Lead” is a term used more often in the sale of business-to-business (B2B) products and services than retail or consumer packaged goods. Leads can come from website users who complete a contact form, trade show attendees who provide contact information in person, or lists you purchase from another company such as a list broker. Sales and marketing professionals further vet, or “qualify,” leads to prioritize their fit with the company’s buyer profiles.

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