There are still many who do not differentiate between the terms lead and prospect. However, this distinction takes on its full meaning in the context of an inbound marketing strategy that focuses on generating mass leads To understand everything about the difference between prospect and lead, we invite you to read this article! The different degrees of maturity You don’t go from a simple website visitor to a business customer in one click. The process of converting a visitor into a customer is long. Also, it is up to you to follow your visitors in order to know when they reach maturity, and to identify the opportune moment to propose them an offer.
Who are the suspects, leads, prospects and customers? If you want to properly orient your marketing actions, it is necessary to know how to Bulgaria Phone Number List differentiate these 4 types of individuals. A suspect is raw contact. It is, for example, a visitor to your website, a contact from your social networks or even a person met at a trade fair. You don’t know his needs yet, so he’s not qualified. It could be, for example, one of your competitors. In this case, these people do not interest you since they are not part of your buyers personas. Not all suspects are therefore led to become leads. We can associate the term suspect with that of “Marketing Captured Lead” used in America.
A lead (also called a “Marketing Qualified Lead”) is a contact who has shown some interest in your offer. It is an individual who has, for example, filled out a form on your site to receive your newsletter. In short, he has given you his contact details and seems interested in your offer. This is a pre-qualified contact. He has a problem to which he is looking for a solution. But does it meet your targeting criteria?A prospect is an individual that you have qualified and who is part of your buyers personas , that is to say that he corresponds to your targeting criteria. A prospect is therefore the one who has downloaded premium content on your site (a white paper for example). He is thus interested in evaluation or decision content, and you have contacted him to understand his expectations. This is when the contact is transferred to the sales department in order to convert them into a customer. The prospect corresponds to the term of “Sales Qualified Lead” that some companies use. Finally, the client corresponds to the highest degree of maturity . He is a mature prospect since he has made an act of purchase from your company. digital strategy Why you need to differentiate between your leads and your prospects Differentiating between a lead and a prospect is fundamental if you don’t want to miss out on a sale. Indeed, they are not at the same stage in their purchasing journey , so you should not talk to them in the same way!
If you send decision-making content to a “lead” who has just discovered that he has a need, you will rush him into his act of purchase and he may feel oppressed since he is not yet ready to. to buy. For the moment, he is simply trying to qualify his need. Conversely, sending discovery content to “a prospect”, who has already well qualified his need and evaluated the different possible solutions will not encourage him to make a purchase. You must therefore write three types of content on your blog in order to broaden your target: discovery, evaluation and decision content. Distributing these three types of content will allow you to capture potential buyers as early as possible in their purchasing journey. By giving them information in advance,