In digital marketing, a lead is someone who has shown interest online and given you a way to contact them: filling in a form, downloading a guide, starting a chat, calling from an ad, or signing up for a trial.
Types of leads in digital marketing
| Type | Meaning | Example |
|---|---|---|
| Subscriber | Gave an email for content | Newsletter sign-up |
| MQL | Marketing-qualified: fits and engaged | Downloaded two guides, right industry |
| SQL | Sales-qualified: ready for a sales conversation | Requested a demo or quote |
| PQL | Product-qualified: active in a free trial | Used key features in week one |
| Phone lead | Called from an ad or website | Tap-to-call from a search ad |
Where digital leads come from
- Organic search (SEO)
- Paid search and social ads
- Social media posts and profiles
- Email campaigns
- Website forms, chat and lead magnets
- Webinars and online events
Lead vs contact vs customer
A contact is anyone in your database. A lead has shown interest and fits at least loosely. A customer has paid. Keeping these separate keeps your reporting honest.
Next: digital lead generation and how to qualify B2B leads.
Combine digital inbound with direct outreach: find businesses that need you and contact them with a personalised preview.
Start free — no card neededor claim up to 3,000 FREE credits with a paid planPackages with every lead tool included:
Basic
$9.99/month
11,500 credits a month
+ 1,000 FREE credits
- About 261 done-for-you leads
- or 88 AI website previews
- All features included
Pro
$39/month
50,000 credits a month
+ 1,500 FREE credits
- About 1,136 done-for-you leads
- or 384 AI website previews
- All features included
Premium
$79/month
105,000 credits a month
+ 3,000 FREE credits
- About 2,386 done-for-you leads
- or 807 AI website previews
- All features included
Frequently asked questions
What is a lead in digital marketing?
A person who has shown interest online and shared contact details, for example by filling in a form, downloading content, calling from an ad or starting a trial.
What is the difference between an MQL and an SQL?
An MQL fits your profile and has engaged with marketing. An SQL has been accepted by sales as ready for a sales conversation, usually after requesting a demo or quote.