Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions


Below you will find answers to the most common questions you may have on Inbound Marketing and Growth

What is a lead?

A lead is someone who has shown interest in the products and/or services of a company. In the digital universe, a lead can be someone who made a contact request, someone who registered for an event, someone who downloaded a content, someone who made a simulation, among others, having left their contact in return.

A lead is, basically, a potential customer, also called a prospect. The concept of lead must be aligned between the marketing and sales departments of companies.

What is a buyer persona?

A buyer persona is an archetype or a semi-fictional character that describes the different characteristics and behavioral patterns of your ideal customer(s). A buyer persona is not a target market, a specific industry nor a real person, but rather is a representation of the ideal customer's profile.

A consistent identification of buyer personas allows companies to define the different types of messages, content and channels to be used to positively impact their potential customers.

What is a buyer’s journey?

The buyer's journey is the path a potential customer takes from the moment he realizes he has a certain need until the moment he makes a purchase to satisfy that need.

Typically, the buyer's journey is composed of three main stages: the first, which is the awareness stage, in which the consumer realizes that he has a certain need, problem or concern that he wants to see solved; the second, called consideration, in which the consumer begins to explore possible solutions to solve the problem identified; and finally, the decision stage, in which the consumer has already found some solutions and begins to make his evaluation to make his final decision and choose a solution over others.

What is a sales funnel?

The sales funnel is a strategic model that reflects the consumers' purchase journey from the first contact they have with a particular company to the moment when a purchase is made.

The sales funnel is made up of three different stages: the top of the funnel (TOFU), which corresponds to the phase of attracting visitors and converting those visitors into leads; the middle of the funnel (MOFU), in which nurturing tactics that help leads with their needs or concerns are preferred; and the end of the funnel (BOFU), a phase in which the leads are already qualified and what is sought is the closing/conversion of those leads into effective customers.

What is Lead Nurturing?

Lead nurturing is, as the name suggests, the act of nurturing the trust of potential customers (leads). It's about developing and reinforcing a solid relationship with leads throughout their buying journey.

A lead nurturing strategy focuses on communications and interactions that inform, educate, nurture, add value and build trust around the company. These types of nurturing programs generate engagement with leads throughout their buyer's journey until they are ready to make a buying decision.

What is Lead Scoring?

Lead scoring is an algorithm defined and shared by sales and marketing teams to classify and qualify business leads. This classification is done based on pre-defined criteria that determine whether a lead is qualified (a good "fit" for the company and ready to buy) or if it still requires follow-up (through lead nurturing).

The criteria used in lead scoring can be demographic (gender, age, profession, geographical location, etc.) or behavioral (pages visited, forms submitted, blog articles read, etc.) and obviously vary according to the business reality of each company.

Does YouLead sell databases?

No. We don't believe in the effectiveness of engaging and developing a business based on leads from purchased databases. YouLead's strategy is to help its clients generate leads through inbound marketing tactics.

All the work we do is based on the right to confidentiality and privacy of all our customers' data and, therefore, we do not disclose or sell any contact lists or promote this practice to our customers.

Does YouLead work on a “pay-per-lead” basis ?

The "pay per lead" model is practiced by some marketing agencies whereby the client pays only for each lead generated.

At YouLead we do not consider this model effective in the long term because, in order to obtain the largest number of leads possible, the supplier will most likely "shoot everywhere" and without any criteria. There is no rationale for gathering leads aligned with the company's buyer personas nor a rationale for qualifying these leads.

Basically, it is an outbound tactic, which has nothing to do with the inbound methodology that YouLead defends and puts into practice.

We are a team of experts in Inbound

Do you still have any questions? Do not hesitate to contact us.

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