What Is a Lead
One of the first questions you should ask in planning your lead-generation efforts is, “What is a lead to me? How do I define a lead in terms of the goals and needs of my organization?”
The common term for the subject of this book is lead-generation marketing, so I tend to use the word lead as a generic term for customer actions. However, technically, the subject of this book might be called action-generation marketing. An action, in this case, is any distinct action that a potential customer takes as a result of a lead-generation marketing tactic. A lead—or rather, the act of signing up as a lead—is one type of customer action.
But there are other types of customer actions. The objective of your lead-generation marketing efforts ...
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