What is Lead?
Lead is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
A lead is a person or organization that has shown some interest in your product but has not yet been qualified as a real buyer. Leads come from forms, events, lists, and outreach. They sit at the top of the funnel and are worked or scored to find the few worth pursuing.
Key takeaways
- An unqualified expression of interest in your product.
- Sourced from inbound forms, events, outbound, and lists.
- Scored or graded to separate the promising from the noise.
- Converts into a contact plus an opportunity once qualified.
Why it matters
Leads are the raw fuel of the pipeline, but raw volume is a vanity metric. What matters is how many convert to real opportunities, which is why scoring and qualification exist.
How Ardovo handles it
Ardovo captures leads from forms and imports, enriches them with firmographic data, and scores them so the hottest sit at the top. Rook routes new leads to the right owner and starts the first-touch sequence.
Frequently asked questions
What makes a good lead?
Fit with your ideal customer profile plus a genuine signal of interest or need. A big-name company that downloaded one white paper on a whim is a worse lead than a perfect-fit account requesting a demo.
Where do leads come from?
Inbound web forms, content downloads, webinars, events, outbound prospecting, referrals, and purchased or partner lists. Conversion rates vary widely by source, so tracking source quality matters.