IAB Digital Advertising Operations Certification (DAOC) Practice Test

A lead is considered 'qualified' in digital marketing when it exhibits genuine interest along with the specific criteria that indicate potential for conversion into a customer. This typically includes characteristics such as the individual's demographic information, behavioral patterns, and readiness to buy. A qualified lead is more than just a name on a list; they are evaluated against certain benchmarks that signal higher intent and likelihood to engage with the product or service.

For instance, a potential customer might fill out a form indicating interest in a product, download a resource, or engage with the brand on social media. These actions show they are invested in learning more and fit the target profile set by the marketing team. Recognizing these traits allows marketers to prioritize outreach efforts effectively, tailoring their strategies to nurture these leads further down the sales funnel. By understanding and identifying qualified leads, businesses can enhance their sales processes and improve their return on investment in marketing activities.