A lead is a person or company that has the potential to become a customer. They are often classified into three categories:
- Cold: A person or company that may or may not be aware of your brand and has shown little to no interest in your product or service. They may have been acquired through a lead generation firm because they have characteristics that match your buyer persona.
- Warm: A person or company that is aware of your brand and has shown interest in your product or service. They may have signed up for your email newsletter or attended a webinar to learn more about your product or service.
- Hot: A person or company that knows about your brand and has shown a high level of interest in your product or service. They may have performed research on your product or service based on a defined need and are eager to speak to a sales representative. They also may have previously been a warm lead and are ready to buy after going through your lead nurturing process.
