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The initiation of consumer interest or inquiry into products or services of a business by providing value in exchange for brand consideration. Lead gen typically places content behind a “gate” to motivate form submissions. Those contacts then go into a queue where the sales team can reach out and engage with the ones who seem most qualified. Lead generation translates the interest that all of this activity creates into something tangible and actionable.

An unqualified contact. Any potential client or customer you meet that hasn't been qualified as a prospect, is a lead. In the sales process, you gather leads first, qualify them into prospects, and then move them through your sales funnel or process.

A prospect is a potential customer that has been qualified as fitting certain criteria.


In most cases, a prospect:


  • Is authorized to make buying decisions.

  • Has the means (money) to buy.

  • Fits your target market.

Creating awareness of and interest in your company and its products, or sometimes even your industry as a whole. Demand generation takes prospects all the way from establishing their awareness that they have a problem you can solve, through increasing trust and confidence in your brand, to definite interest in what your solutions can do for them. It might include raising awareness of your product features and why they matter, sharing thought leadership content that demonstrates your sector expertise, distributing free resources and tools that show how useful you and your services can be.

Data science, also known as data-driven science, is an interdisciplinary field of scientific methods, processes, algorithms and systems to extract knowledge or insights from data in various forms, either structured or unstructured,[1][2] similar to data mining.

Data science is a "concept to unify statistics, data analysis, machine learning and their related methods" in order to "understand and analyze actual phenomena" with data.

Data Intelligence is about transforming data into information, information into knowledge, and knowledge into value.

Data intelligence is about interacting with the data in a rich and semantically meaningful ways, going far beyond search and gathering, to create a successful path to transform the raw data into a shine bright and real value for our clients.

Account-based marketing (ABM) is a strategic approach that combines insight-driven marketing with sales, to increase awareness, develop relationships and drive growth with specific high-value, high propensity accounts.

Treating each customer as a market of one, ABM combines targeted, insight led marketing with sales to build awareness and grow in-depth customer relationships with specific (new and existing) accounts.

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