What are leads in marketing?

In case you didn’t know leads are an important part of marketing and the development of your customer relationship. But what exactly are leads in marketing? If you are interested in knowing how to grow your business using marketing leads, then stick around.

Key TakeAways

  • A lead is anyone who has expressed an interest in your product or service
  • Gathering good leads enhances your chances of getting more sales
  • There are multiple ways, such as social media and e-mail marketing, to get definite leads
What are leads in marketing?

Defining Marketing Leads

A simple definition of marketing leads would be anyone who has expressed their interest in making a purchase. A lead can be anyone who observes your online content, participates in a trial, or visits your store. 

Benefit of Marketing Leads

Creating marketing leads is a useful approach to increase the sales of your business. This allows your marketing teams to target individuals who have expressed an interest in or need for what you offer. These “targeted” individuals are more likely to make a purchase than those who haven’t heard about you, yet.

Marketing Qualified Leads

Your marketing teams are often more interested in marketing qualified leads. A potential customer who has shown a basic level of interest in your business should be a priority. 

Here are a few examples: 

  • Someone who has filled in a website form with their details
  • Someone who has signed up to your newsletter
  • Social media interaction
  • People who get in touch for more information
  • Interacting with your website
  • Signing up for demonstrations
  • Clicking on ads for your product

Changing Marketing Leads into Customers

There are so many approaches you can take to turn leads to customers. 

Put yourself in the shoes of your ideal customer. Think about their journey. Based on this you should create a funnel, where it is hassle-free for leads to become buyers. Smart ways to convert leads with an advanced marketing service include the following:

Behavioural Data 

Create several buyer personalities which aligns with your target audience’s purchasing habits. This knowledge will give you an understanding of how you should group your leads from the highest of the sales funnel to the lowest.


Nurture Your Leads 

Give your potential customers some useful and appropriate information.  Show a genuine understanding of their needs and that you know everything that you have to offer. Transparency, understanding and professionalism can go a long way.

Nudge Them into A Sale

Give them an offer according to their position in the funnel. Don’t be too overbearing, show professionalism and curtesy. Use all your options to close the deal. 

Generating Strong Marketing Leads

If you don’t have an efficient sales team, generating leads could seem tough. Don’t worry, I’ve got you covered. Here are steps you can follow to create leads likely to purchase from your business:

Find Your Ideal Target Market

Identify your target market by creating the ideal customer for your business. Consider features such as:

  • Age
  • Interests
  • Income
  • Geographic location

Leads within these demographics are more prone to become buyers. Concentrating and marketing your business here can help you improve your efforts, getting the best return on your marketing campaigns.

Outline Your Approach

Lead generation marketing focuses completely on recognizing leads and moving them into sales. Start with market research to help modify your plans to your major demographics. For instance, if your target market is adults between the ages of 20 and 25, you may use social media instead of flyers. You need to become aware of leads and their position within the sales funnel to know how best to move them forward.

Other channels are part of your lead generation strategy:

  • Search engine optimization (SEO) 
  • Landing pages 
  • Banner advertising
  • Affiliate marketing aka word-of-mouth 

Create Samples

Once you outline your marketing strategy, you can create the samples for each individual channel. This may include:


  • Photos and videos
  • Interviews and testimonials
  • Ebooks
  • Newsletters
  • Flyers
  • Demos

It is vital that your samples provide a benefit to potential customers and encourage a buying action. Your samples can help build trust between leads and your business.

When your potential customers have taken action to receive your exclusive content, you can consider them qualified leads. This is because they have voiced a deeper interest in your business.

Engage Selflessly

Have a purpose with how you get involved with your customers during the sales process. You want to keep your company fresh in your lead’s mind without overpowering them with content. 

Track Your Data 

Monitor the productivity of your marketing campaigns. Look at popular strategies and consider alternative approaches for less effective attempts. Some of the best ways that you can track your progress is through customer relationship management software (like Hubspot and Zoho). You can also use e-mail marketing software. E-mail marketing software is useful for exploring metrics such as open rates, click-throughs, bounce rates and shares.


Enticing new customers is a challenge faced by every business- big or small. 

There are many marketing strategies available to you to get the most out of your marketing leads. Make good use of your targeted e-mails, newsletters, blogs, and social media. Following these simple but important lead generation guidelines, go out there, get leads and make that profit.

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