In affiliate marketing, a lead is a prospect who has taken an action indicating interest, such as filling out a form, subscribing to a newsletter, downloading a resource, requesting a demo, or signing up for a trial. Leads are valuable as they represent potential customers who can be nurtured through the sales process.
Affiliates may be rewarded for generating leads, especially in Cost Per Lead (CPL) programs. Quality leads are essential for merchants aiming to expand their customer base and improve their sales pipeline. Lead quality is often measured by factors such as completeness of information provided, engagement level, and conversion potential.
Lead scoring systems help prioritize follow-up efforts based on demographic information, behavioral indicators, and engagement patterns. In SaaS environments, lead qualification often involves assessing company size, budget, decision-making authority, and specific use case requirements to ensure proper sales alignment.