A qualified lead is a potential customer who has responded well to a business’s marketing initiatives and is ready to engage in the sales process.
When attempting to identify and attract potential customer segments, businesses typically look at qualified and unqualified leads. A qualified lead is a prospective customer who has engaged with the business’s marketing efforts, fits the ideal customer profile, and has expressed interest in participating in the sales process. A qualified lead often leads to conversions.
A qualified lead often voluntarily takes certain actions, such as signing up for a newsletter, adding items to their ecommerce shopping cart, submitting contact or payment details, downloading ecommerce content, or engaging with a business on social media. These actions tell the business that the customer is interested in the brand, even if they haven’t made a purchase yet.
By analyzing consumer research data, businesses can identify which prospects are qualified leads. Then, they can engage the consumer — through email campaigns, direct sales initiatives, social media interaction, or other methods — to encourage them to make a purchase.