{"id":765,"date":"2021-12-01T14:59:43","date_gmt":"2021-12-01T17:59:43","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=765"},"modified":"2025-05-05T10:46:29","modified_gmt":"2025-05-05T13:46:29","slug":"what-is-lead","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/","title":{"rendered":"What is a lead and how to turn it into a customer"},"content":{"rendered":"<p><span style=\"font-size: large;\">The world of marketing has several terminologies. One of the most talked about in recent years is about lead generation. <\/span><\/p>\n<p><span style=\"font-size: large;\">To begin to understand exactly <strong>what is lead<\/strong>, we have to imagine what the objectives of digital campaigns are. In the past, when talking about direct marketing, the objective was to obtain customer registrations and retain them, right?<\/span><\/p>\n<p><span style=\"font-size: large;\">The concept of this registration in current (and digital) marketing is precisely the concept of lead. So let&#039;s understand <strong>what is lead<\/strong>\u00a0and its importance within a digital marketing strategy. <\/span><\/p>\n<p><span style=\"font-size: large;\">Let&#039;s also talk about how to generate leads and transform them into customers. Check out!<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/#O_que_e_lead\" >What is lead?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/#Como_atrair_os_leads\" >How to attract leads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/#Nao_compre_mailing_construa_sua_lista\" >Don&#039;t buy mailing, build your list<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/#Nutricao_de_leads\" >Lead nurturing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/#Lead_qualificado\" >Qualified lead<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/#Quando_o_lead_vira_uma_oportunidade\" >When the lead becomes an opportunity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/#Avaliar_e_evoluir\" >Evaluate and evolve<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_lead\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>What is lead?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">So let&#039;s understand the concept. A lead is a registration generated within a digital marketing strategy. Much more than that, a lead is a record of a potential customer who is interested, in some way, in your service or product. A visitor to your website who, therefore, registers on a form or landing page becomes a lead.<\/span><\/p>\n<p><span style=\"font-size: large;\">This lead is guided down your sales funnel, until becoming a customer. This is the principle of <a href=\"https:\/\/verocontents.com.br\/en\/blog\/adwords-purchasing-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">purchasing journey.<\/a>\u00a0That&#039;s why it&#039;s so important to have a well-defined strategy because, otherwise, your website will only have visitors and nothing more.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_atrair_os_leads\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>How to attract leads<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">How can you attract this visitor and convert them into a lead? This is where the principle of inbound marketing comes in. To achieve a conversion, several strategies are adopted.<\/span><\/p>\n<p><span style=\"font-size: large;\">Firstly, to attract visitors, you must have a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/why-have-a-corporate-blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">corporate blog<\/a>. This way, you will have content to offer your website visitors and they will be interested in subscribing to a newsletter to receive your content. This is the first conversion point.<\/span><\/p>\n<p><span style=\"font-size: large;\">The second point is to offer free materials, such as e-books and information in other formats, such as videos and webinars. To access a webinar or e-book, for example, the visitor must register to obtain the information. It&#039;s an exchange. This attraction and retention strategy is the principle of <a href=\"https:\/\/verocontents.com.br\/en\/blog\/attract-more-customers-with-inbound-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">inbound marketing<\/a>.<\/span><\/p>\n<p><span style=\"font-size: large;\">At this point, it is very important that you know exactly who you are attracting to your website and what content you are offering. Therefore, you must accurately profile your target audience, building what we call <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-personas\/\" target=\"_blank\" rel=\"noopener noreferrer\">persona<\/a>.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Nao_compre_mailing_construa_sua_lista\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>Don&#039;t buy mailing, build your list<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">A very important point when we think about leads is building your list. Buying mailings out there is the easiest way to get leads, but it&#039;s not the right way. Building personalized lists for your business is the best way to have a reliable audience that should turn into customers later.<\/span><\/p>\n<p><span style=\"font-size: large;\">If you buy a list, you run a serious risk of being blacklisted and becoming a spammer. After all, those people on the lists didn&#039;t ask to be there. We all know how unpleasant it is to receive daily emails from a sender we don&#039;t know.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Nutricao_de_leads\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>Lead nurturing<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">From the moment the visitor becomes a lead, you will work to keep them warm and that is why content production is so important. You must create content for these leads, according to their position within the funnel and the purchasing journey, in order to make them \u201cmove down\u201d within your sales funnel.<\/span><\/p>\n<p><span style=\"font-size: large;\">To build this relationship with him, another very important concept comes into play, the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/lead-nurturing-what-is-and-why-to-do-it\/\" target=\"_blank\" rel=\"noopener noreferrer\">lead nurturing<\/a>. To do so, you must carry out a strategy of <a href=\"https:\/\/verocontents.com.br\/en\/blog\/email-marketing-dicas\/\" target=\"_blank\" rel=\"noopener noreferrer\">email marketing campaigns<\/a> of nutrition, where the topics of interest to this lead will be addressed in each of the emails.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lead_qualificado\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>Qualified lead<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">The lead that interacts with your content thus becomes qualified within your registration base, as they become interested and relate, reaching a more advanced stage. He then becomes a qualified lead. This qualification takes place through the content marketing strategy, which will be designed according to your type of business. It&#039;s an easy principle to understand, since the lead that always consumes your content is more likely to purchase your products and services, as they are already in contact with your brand and already have a positive opinion about your company.<\/span><\/p>\n<p><span style=\"font-size: large;\">For a digital marketing agency, for example, as is our case, lead qualification is done by the type of subject, which can be top of the funnel or middle of the funnel, depending on its complexity and level of information. Each case, therefore, is different. If you already have leads and need to qualify them, <a href=\"https:\/\/verocontents.com.br\/en\/talk-to-an-expert\/\" target=\"_blank\" rel=\"noopener noreferrer\">contact a Vero Contents expert<\/a>, we can help you.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Quando_o_lead_vira_uma_oportunidade\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>When the lead becomes an opportunity<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">Roughly speaking, within the funnel, a lead becomes a qualified lead which, in turn, becomes an opportunity further down the line. At this point, marketing <a href=\"https:\/\/verocontents.com.br\/en\/blog\/smarketing-how-to-integrate-marketing-and-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">delivers the lead to sales<\/a>, who must make contact to complete the purchase. This gear is more complex than that, obviously, but understanding the basic functioning of it all is the beginning of putting together a sales funnel where you attract the lead and take them to the end, when they become a customer. <\/span><\/p>\n<p><span style=\"font-size: large;\">To become an opportunity, this lead must perform a certain action or generate a score within its gear.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Avaliar_e_evoluir\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>Evaluate and evolve<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">To finish this whole process, as we say, it&#039;s time to <a href=\"https:\/\/verocontents.com.br\/en\/blog\/measure-results-online\/\" target=\"_blank\" rel=\"noopener noreferrer\">evaluate and evolve<\/a>. Knowing if you are attracting the correct persona, knowing exactly what a lead is and nurturing your leads in order to make them go down the funnel and contact them at the right time is the secret to generating more sales. Therefore, always evaluate your campaigns and specific actions to know if the entire strategy is correct.<\/span><\/p>\n<p><span style=\"font-size: large;\">This way, you will be able to make all the necessary adjustments to improve your results.<\/span><\/p>\n<p><span style=\"font-size: large;\">Did you like this content? Sign up to receive our content.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>The world of marketing has several terminologies. One of the most talked about in recent years is about lead generation. To begin to understand exactly what a lead is, we have to imagine what the objectives of digital campaigns are. In the past, when<\/p>","protected":false},"author":1,"featured_media":2135,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[19],"tags":[38,44,21,62,35],"class_list":["post-765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inbound-marketing-e-conteudo","tag-avaliar-e-evoluir","tag-funil-de-vendas","tag-inbound-marketing","tag-leads","tag-personas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 lead e como transform\u00e1-lo em cliente - Vero Contents<\/title>\n<meta name=\"description\" content=\"Para entender exatamente o que \u00e9 lead, temos que imaginar quais os objetivos das campanhas digitas. O conceito de lead est\u00e1 ligado ao inbound marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O que \u00e9 lead e como transform\u00e1-lo em cliente\" \/>\n<meta property=\"og:description\" content=\"Para entender exatamente o que \u00e9 lead, temos que imaginar quais os objetivos das campanhas digitas. O conceito de lead est\u00e1 ligado ao inbound marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-01T17:59:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-05T13:46:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/o-que-e-lead-e-como-transforma-lo-em-cliente.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-lead\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-lead\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"O que \u00e9 lead e como transform\u00e1-lo em cliente\",\"datePublished\":\"2021-12-01T17:59:43+00:00\",\"dateModified\":\"2025-05-05T13:46:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-lead\/\"},\"wordCount\":1046,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-lead\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/o-que-e-lead-e-como-transforma-lo-em-cliente.jpg\",\"keywords\":[\"avaliar e evoluir\",\"funil de vendas\",\"inbound marketing\",\"leads\",\"personas\"],\"articleSection\":[\"Inbound Marketing e Conte\u00fado\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-lead\/\",\"url\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-lead\/\",\"name\":\"O que \u00e9 lead e como transform\u00e1-lo em cliente - Vero Contents\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-lead\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-lead\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/o-que-e-lead-e-como-transforma-lo-em-cliente.jpg\",\"datePublished\":\"2021-12-01T17:59:43+00:00\",\"dateModified\":\"2025-05-05T13:46:29+00:00\",\"description\":\"Para entender exatamente o que \u00e9 lead, temos que imaginar quais os objetivos das campanhas digitas. 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