Lead is a potential new customer who, for example, by registering on a sales portal, expresses his interest in the company's products. Accordingly, lead marketing focuses on the active development of a contact between new customers and companies.

Initial expressions of interest that do not involve a direct purchase intent are called unqualified leads. However, if the customer expresses a concrete buying interest, the unqualified lead becomes a qualified lead. If you assume that users will soon become qualified leads, we speak of high-quality leads or even power leads.

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