What is a Lead? By Just Marketing
Lead is an English term that means to overtake or take the lead.
In e-marketing, when a user after an internet search arrives at a web page and fills out an information request form, this is called lead.
Google AdWords and Bing Ads campaigns are generally geared toward finding customers or leads. Although there are sectors such as airlines, hotels, online agencies, and consumables, where sales are achieved directly online, few campaigns are solely focused on traffic.
There are a variety of ways to approach the market, convey the message, and collect data. Therefore, we can state that Not all leads are the same or better defined: Not all leads have the same quality.
The leads They are the first step in the sale, which is why we understand by quality the different percentages in which these leads end in a sale, which we call conversion.
That is, when we get 6 sales out of 100 leads, we will say that we have a conversion rate of 6%.
It is vital to have this information, as it will allow us, on the one hand, to compare the effectiveness between marketing sources/actions and, on the other, to establish the price of a lead, taking into account the cost per lead (CPL) and the real cost of each sale CPV or, better known, CPA (cost per action, where the action is a sale or subscription).
Lead requires specific treatment. This is perhaps what most closely resembles its English meaning: You have to take the lead.
