A Lead is an individual or organization who has shown interest in a product or service of an advertiser and as a result has provided contact information (e.g. email, phone) by completing an online form, calling, or other method. A Lead represents the first measurable success in the process of converting an anonymous visitor into a customer.
Conceptually, a Lead is the intersection between marketing and sales. By providing information, it goes from an anonymous traffic metric to an identified contact that can be nurtured (Lead Nurturing). The quality of a lead is classified by terms such as MQL (Marketing Qualified Lead) and SQL (Sales Qualified Lead), which indicate its readiness to purchase.
In the context of Inbound Marketing, lead generation is a primary goal. Marketers create a valuable offer (Lead Magnet), such as an e-book or consultation, that serves as an incentive for the user to provide their data.