Leads according to their position in the sales funnel

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The sales funnel takes its name because, although the number of leads can be very high when capturing them, this number is reduced as the process towards the purchase progresses, partly due to the purification carried out by lead scoring and also due to people who move away because they are not interested. The purpose of attraction marketing is to retain the greatest number of potential customers until they are ready to buy. This is achieved by sending appropriate information according to their interests and stage, seeking to be useful and not intrusive.

TOFU (Top of the funnel) At this point, free content or a benefit is offered to attract customers and the email address is obtained in exchange.

MOFU (Middle of the funnel) At this stage, interesting content is provided that cayman islands mobile phone number list educates the lead without any intention of openly selling, although the product begins to be introduced, for example with reviews, webinars, comparisons, free trials, etc.

BOFU (Bottom of the funnel) Leads who reach this point are almost ready to buy. At this point, they are provided with product-related content such as customer testimonials, success stories, offers and discounts.


When is a lead considered qualified?
When a lead is identified that is very similar to the buyer persona profile , who has shown interest in the content and has interacted with the brand, thanks to which more information has been obtained about him/her, then we are talking about a qualified lead for marketing.

When a lead is in the most advanced phase of the buying process and has responded to more direct material about the products, such as a demo, a phone call, a free trial, then we are talking about a sales qualified lead.



Attracting leads is just the first step. It is necessary to know how to choose those on whom it is worth focusing Inbound Marketing strategies to win over and engage them with the brand, accompanying them with quality content until the moment in which they can be considered qualified to purchase.

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