In many competitive industries, finding and recruiting potential customers is a constant priority. The rise of digital technologies has multiplied contact opportunities — as well as the ways to attract and convert visitors into buyers.
Do you want to understand everything about lead generation but don’t know where to start? This guide will help you master, step by step, the key terms and techniques you can use. A second article will cover the best methods for generating leads effectively.
What is a lead in marketing?
In digital marketing, a lead refers to a commercial contact — that is, a person potentially interested in your company’s products or services.
Unlike a prospect, a lead is an identified contact who has already interacted with your business or responded to an initial outreach.
A qualified lead generally belongs to your target audience and shows a strong interest in your offer and your brand’s value proposition.
Types of leads
- Commercial lead: The most valuable type for a company, encompassing all contacts who have shown direct interest in the brand’s offer — for example, by subscribing to a newsletter or downloading a product catalog.
- Informational lead: A person actively looking for information about your industry or type of product/service. This contact may not yet be focused on your offer but could be converted if approached at the right time.
- Disqualified lead: A contact who is not relevant for various reasons — for instance, a mismatched profile or insufficient purchasing power. Disqualifying a lead simply means excluding them from your sales efforts.
Classifying contacts allows you to tailor your marketing strategy to each type of lead. Companies should focus their resources on people who are genuinely interested in what they offer.
What is lead generation?
Lead generation, often called lead gen, refers to all marketing techniques and strategies aimed at attracting and acquiring leads. It involves collecting the identity and/or contact details of people who have expressed interest in your products or services — or in similar types of products.
The main goal of a lead generation strategy is to drive as many visitors as possible to your website, mobile app, or even your physical store.
Good to know:
Lead generation is not limited to digital channels. Traditional methods — such as direct mail campaigns or in-store contact forms — can also help recruit potential customers.
Lead generation is a shared challenge for all types of businesses — from small enterprises to large corporations, and across both B2B and B2C sectors.
Why implement a lead generation strategy?
A company’s commercial performance and long-term sustainability depend directly on effective lead generation. Implementing a solid strategy is essential:
- To recruit new customers in compliance with GDPR
- To automate prospecting and dedicate saved time to higher-value tasks
- To increase brand visibility and awareness
- To improve SEO through the creation of relevant, unique content
- To stand out from competitors
Advantages of a lead gen strategy
- Cost-effectiveness: With precise targeting, it can be more economical than mass-media campaigns such as TV advertising.
- High conversion potential: Qualified leads have a greater likelihood of making a purchase — and of becoming loyal customers or even brand advocates.
Points to consider
- Defining a dedicated advertising budget
- Continuously reviewing performance based on results
- Mastering key marketing levers (SEO, content creation, emailing, paid media, lead nurturing)
- Avoiding “false” leads (e.g., students or competitors conducting research rather than intending to buy)
- Good to know:
Lead nurturing focuses on maintaining and strengthening relationships with prospects who are not yet ready to purchase. Success depends on:
- Good contact management
- Smart segmentation
- Personalized actions at each stage of the buyer journey
What are the different techniques for generating leads?
To generate leads effectively, two main approaches are used: inbound and outbound marketing.
Inbound marketing
Inbound marketing aims to attract visitors by increasing your brand’s visibility and credibility. It can rely on several methods:
- Search engine optimization (SEO)
- Content marketing (blogs, infographics, videos, etc.)
- Social media marketing (LinkedIn, Instagram, Facebook, etc.)
- Paid social advertising
Outbound marketing
Outbound marketing targets potential leads directly through paid campaigns, using channels such as:
- Email or SMS prospecting campaigns
- Paid search (SEA) via Google Ads
- Social selling on networks like LinkedIn or Facebook
How to go further with lead qualification
Lead scoring
Lead scoring is a method that assigns a numerical value to each lead, often using marketing automation tools. It helps evaluate a lead’s conversion potential, interest in your offer, and stage in the buying journey — allowing you to focus on the most promising contacts.
- Good to know:
- Marketing automation uses software to handle repetitive marketing tasks, helping teams improve operational performance and revenue outcomes.
Scores can be based on:
- CRM data (company size, role, sector, location, age, etc.)
- Behavioral data (website visits, event participation, downloads, etc.)
- Predictive analytics using machine learning
MQL vs. SQL
Within the lead qualification funnel:
- MQL (marketing qualified lead): A contact who has shown initial interest in your offer (e.g., by signing up for a newsletter or creating an account) but whose needs are still being clarified.
- SQL (sales qualified lead): A lead who has provided enough information to justify a sales approach — often an MQL that has reached maturity.
Sometimes a contact can become an SQL directly through sales outreach, without passing through the MQL stage.
The benefits of lead qualification
Lead qualification is an everyday challenge for marketing teams. Between inbound requests, form submissions, and social campaigns, managing the volume of contacts can be complex.
Proper qualification helps you:
- Reach more people in less time while increasing your conversion rate
- Focus only on leads whose needs match your offer
- Attract high-quality leads who actively searched for your products or services
Ignoring qualification can lead to:
- Wasting time on irrelevant contacts
- Missing valuable opportunities
- Building short-term relationships instead of lasting ones
- Reducing overall campaign efficiency
Entrust your lead generation to a specialized agency
Do you want to collect high-quality leads within your target audience?
re you looking for a partnership focused on ROI and mutual growth?
Contact us! Our experts will be happy to guide you and present our lead generation solutions.
