In order to convert someone from a prospect to a lead, they must take an action to make contact with your firm — so you can gather their contact information and follow up with them later. This can come in the form of requesting a whitepaper you’ve developed, filling out the “Contact Us” form on your website, or even handing you a business card after you’ve made a presentation. A lead is not a name in your database or from some sort of telemarketing list — it's someone who has expressed an interest in what you do.
There’s an important reason to use this definition if you're taking advantage of a marketing analytics software: most software programs build their metrics and conversion statistics around this use of the term.
In the inbound marketing world, a “lead generation campaign” is a series of integrated strategies and tactics, built around an offer that brings prospects to a landing page on your website. The landing page contains a form where the prospect must provide their contact information in order to get the offer.
Here are the nine components of lead generation: