The term lead describes a data set of prospective/potential customers who provide a company with their data. This includes, for example, the name of  a contact person, company, position, e-mail address and telephone number. Occasionally, the term “lead” also describes the initiation of contact in sales and online marketing.


Leads can be generated using different channels (see also: lead generation). A lead is particularly valuable if the interested parties provide their data voluntarily and as extensively as possible. In this case, the probability of a lead turning into a buyer of the company’s product or service in the future is particularly high.


Leads can be generated in various ways, including:


  • Newsletter-Anmeldung
  • Filling out a contact form
  • Participation in raffles
  • Contact details for a download
  • Handing over your business card at a trade fair


Once a lead has been generated, it should be continuously maintained and developed in order to turn a potential prospect into a buyer or customer.


The importance of leads has increased in the last few years. Since the buying behavior of many potential customers has changed, it is important to bind them to the company early on in order to actually generate (re)purchases later on.


Lead analysis can also be an important tool for a company to measure the success of its online marketing. If a certain measure generates a particularly large number of leads, this indicates that it is worthwhile using it and the company can increasingly rely on this or similar measures in the future.


However, it is important to not only consider the number of leads, but also their conversion into actual customers.

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