Practical lead generation guides
What counts as a qualified lead?
A qualified lead is an enquiry that meets the criteria agreed for a campaign. It shows enough fit and context to justify a sales conversation. It does not mean the person has agreed to buy.
Tell us your target market
Fit and interest answer different questions
Fit asks whether you can serve the prospect: the right location, business type or job scope. Interest asks whether they are actually enquiring about your service. A company can match your ideal profile while having no current need; a person can need help while asking for work you do not offer. Useful qualification considers both.
Use criteria your team can explain
A plumber might require an accepted job type inside a service area. A marketing agency might require a business asking about a particular service. A comedian might need an organiser with an event date and performance brief. Choose criteria that are practical to collect and clear enough to review if an enquiry is disputed.
Separate qualification from the sales outcome
A suitable prospect can choose another provider, postpone a project or decide against buying. Those outcomes do not by themselves establish that an enquiry was invalid. Equally, an enquiry outside agreed criteria should not become valid simply because the contact details work. The written definition should make the distinction clear.
Write the definition before launch
Record required details, exclusions, duplicate rules and the stage being delivered. Agree who reviews disputed enquiries and what information is needed. Revisit the definition when the actual service or target customer changes, rather than changing it silently after leads arrive.