SEO glossary: Lead (lead generation)

In a nutshell: What is a lead?

The term lead originates from the marketing field. It refers to a contact who is interested in a particular service, product or other information. To learn more about it, the prospect provides, for example, his phone number or e-mail address.


What is a lead?

The term lead is nothing more than an initiation of contact. This is because the prospect is willing to exchange his contact information in order to learn more about a service or product. Once a lead has been generated, the prospect can now be provided with further useful information (for example, with an e-mail newsletter).


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What lead forms are there?

If marketers or entrepreneurs want to generate leads, there are various forms available for this. It depends on what kind of service or product is offered.


Below are some lead shapes:


An interested party...


  • ...signs up for a newsletter to receive further information in the following process
  • his contact details to get a download. This can be, for example, an e-book or a free tool.
  • ...makes a specific contact request and is willing to be contacted by a sales representative
  • .... fills out a form, for example to participate in a sweepstakes


Comparison: Leads are also generated every day in the offline world. For example, when a consultant hands out their business card at a trade fair stand. This step establishes a contact.


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What is lead generation?

Lead generation is required to get prospects. This method is indispensable in (ONLINE) MARKETING to gain potential customers.


To generate leads, marketers and companies can make use of various marketing measures:


  • Inbound Marketing
  • Permission Marketing
  • Dialogue marketing


Every time a prospect is willing to share their contact information, this is valuable prospect generation. Because this can lead to the prospect being converted into a customer in the further course. Accordingly, lead generation also ensures that sales increase. The company grows.

Why is lead generation so important?

As already mentioned, lead generation is indispensable for achieving long-term new customer acquisition. It is the basic building block for generating prospects and associated customers.


As a result, the customer base continues to grow and expand. At the same time, lead generation is also important for permanently improving products and/or services.


In the long run, if higher quality leads are generated and the product or service is improved, the more successful the company is. Sales and profits are increased.


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Conclusion: What is lead generation?

Lead generation is an excellent way to obtain new customer contacts and associated prospects. In the further course, such prospects are provided with further information on a product or service, for example. In the long term, the customer base is expanded and sales are increased.

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