But does it meet your targeting criteria

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A prospect is an individual that you have qualified and who is part of your buyer personas In other words, the prospect matches your targeting criteria . A prospect is therefore the one who has downloaded premium content on your site (a white paper for example). It is thus interested in content in the evaluation or decision phase. You then contacted him to understand his expectations. This is when the contact is transferred to the sales department in order to convert them into a customer. The prospect corresponds to the term “Sales Qualified Lead ” that some companies use.


The customer corresponds to the highest level of maturity Phone Number Data He is a mature prospect since he has made a purchase from your company. The importance of leads in a B2B inbound marketing strategy As you will have understood, the lead is an essential step in the sales process, particularly in B2B. For what ? Because B2B sales have relatively long purchasing cycles – sometimes several months – which require supporting potential customers in their different phases of reflection. Thus, implementing a B2B lead generation strategy has several advantages for companies: It allows the creation of a base of qualified targets; It helps increase the company's turnover; It helps speed up the purchasing journey.





Nurtured leads lead to a 23% shorter purchasing journey. (Forceplus) Buyer personas template download Leads and prospects: the need to make the difference Distinguishing between a lead and a prospect is fundamental if you don't want to miss out on a sale. In fact, they are not at the same stage in their purchasing journey , so you should not speak to them in the same way! If you send decision content to “a lead” who has just discovered that he has a need, you will rush him into his purchasing act and he could feel oppressed since he is not yet ready to buy.