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What is Prospect and the difference between suspect, prospect and lead?

What is Prospect and the difference between suspect, prospect and lead

What would you do if you could increase your sales by identifying prospects?

It is essential to know identify what prospect or suspect in your l ears.

Many people fail to generate traffic and leads.

There are several important stages leading up to the sale. Transforming leads into prospects is one of them.

In the universe of digital marketing, the use of expressions in English is quite common. This causes some doubts among professionals in the field.

This is what happens in the case of suspect, prospect and qualified lead. Terms used to define the purchase day.

Although the same potential customer falls within the different names throughout the stages of the sales funnel, I am talking about different concepts.

Therefore, it is important to know and understand their meanings, since they are the ones who will drive the digital strategy of your business.

In this article, you are going to learn what lead is. Also the difference between prospect and suspect, and between prospect and qualified leads.

In addition, I will show you how to identify a good prospect, the steps to convert them into a qualified lead and boost the chances of conversion.

Remember that strategic communication with the potential client will directly impact the results of your campaign.

So, let’s find out all about the prospect right now.

What is prospect?What is prospect

Prospect is, in the field of digital marketing, any user who landed on your site and, in some way, showed interest in solving a difficulty that they had at a certain moment.

Generally, this interest is manifested by contacting your team, by answering a survey about your ecommerce products, or even by frequently consuming content on certain topics, according to the affinity of the visitor himself.

How many times do we download the eBook with the perfect content to solve our problems at that precise moment, right?

When that happens, we become a prospect.

The word prospect comes from English and is related to the prospecting process.

In this process, the contact between the user and your company is very important to create and strengthen a relationship of trust.

It’s the beginning of a bond that can lead to higher profits, revealing the importance of nurturing that prospect.

What is the difference between prospect and suspect?difference between prospect and suspect

Does your company work or already worked with inbound marketing agencies or other lead generation companies?

Many of them when selling our solutions leave us feeling that it is enough to select some requirements so that we obtain a contact base that is quite adequate to our strategy.

They like to call that base of qualified leads, when the truth is, many of them do not go beyond a simple contact with some information such as name, email or number.

And this without counting that many times there is the risk of the information not being entirely accurate.

This happens because for a long time it was believed that anyone who showed minimal interest could be classified as a good lead.

An example of this are the visitors of a site who access a rich material, although they have no real interest in it, but because it is free, it allows them to take a look at it.

That is why it is common for there to be a confusion between what is a prospect and a suspect.

After all, what is the difference between suspect and prospect?

From the point of view of the buying process and the sales funnel, a suspect is a person who would be situated at a stage prior to that of the prospect.

As I said before, not only by the fact that a user provides certain information, it makes him a prospect.

The interest itself does not always materialize with an action on your part.

The suspect, then, is a user who may even have shown interest in your product.

But on the other hand, you may not have the buying decision or the purchasing power to buy.

So far, he is a contact with no prospects for your company.

It is worth remembering that nothing prevents a suspect from becoming a prospect in the future.

As I mentioned, there are various reasons why, for now, your role is limited.

Perhaps, he simply does not want to obtain more qualified information about your product, company or service, at that specific moment.

Following that same line of reasoning, the prospect is that consumer who meets the requirements of your target audience and goes a little further.

Their interaction does not happen by chance.

He didn’t record his details like that.

Within the sales funnel, it is a user who is in a slightly more advanced phase.

In other words, he knows you and what you offer.

Maybe you already have a purchase decision on the horizon.

Maybe you are close to conversion and becoming a real customer.

Would it then be a kind of qualified lead?

We’ll see…

What is the difference between a prospect and a qualified lead?difference between a prospect and a qualified lead

Confusion between qualified prospects and leads is also normal, as they are quite similar phases in the buying and selling process.

I already mentioned that the prospect is that consumer who has everything to do with your business and is completely identified with what your company expects from a customer.

Even if you’re not ready to buy yet, it’s a good idea to get in touch with your prospect.

It is the right time to nurture it with quality content.

This way you will have the possibility to observe his behavior more closely and conduct your future communications with him.

In turn, a lead has already been fed with strategic material aimed at their specific needs.

She understands that your product or service is going to help her overcome her pain, and that it is also tailored to her particular requirements, such as her own budget.

He is a consumer mature enough to deliver it to your sales team, so that they send him an offer showing the real business opportunity.

But how do you identify that the contact is at that stage of the sales funnel?

A good tip is to make sure to observe their interactions with the materials that you had previously, in the lead nurturing stages.

At that very moment, he will provide relevant information such as his position, segment in which he operates, size of his company, among other information.

See how trust increases according to the level of interaction and the bond that you are building.

Classes of prospectsClasses of prospects

Now that you’ve understood the difference between suspects, prospects, and qualified leads, I’m going to dive deeper into prospects.

To get the most out of prospect behavior analytics and discover a real business opportunity, it is interesting to also know their classes.

Prospects can be categorized into three types: initial, interested, and lead.

Are we going to get to know them better?

Initial prospect

It is that prospect that provides only the basic data, such as name, surname, a valid email address, although you can decide to include some others (limited).

Despite being identified leads, there was still no significant interaction with your company.

One tip: try to segment these initial prospects by source type of origin.

Thus, it is possible to obtain more important data with which you can optimize your strategies.

For example, you can discover which channels for acquiring prospects are more effective, or even the degree of effectiveness of certain types of content.

You can discover the most effective prospects acquisition channels, for example, or a degree of effectiveness of certain types of content.

That way it’s also easier to build nutrition follow-up campaigns.

From an analytical perspective, initial prospect tracking allows [to identify which marketing channel offers the best value (cost per lead) or the greatest impact (volume of leads).

Interested prospectInterested prospect

By noticing that your prospects frequently access your downloadable materials with the content you produce, they can already be considered interested prospects, as their name indicates.

From now on, those responsible for the marketing strategy should begin to collect more relevant data for the rating.

Do not forget to establish qualification criteria so that you can identify them.

These criteria can be demographic or qualitative, such as title, company, company size, income, industry, or function.

With the information obtained, it is possible to establish which types of demographic profiles are more likely to become customers or which prospects fit into your definition of a qualified lead.

I give you some advice: try to maintain a certain dynamism at this stage.

During the process, establish a relationship between the evaluated criteria and the actual data.

With this comparison, you can check your assumptions about the qualified leads that emerged at the beginning of the collection and adapt what you consider necessary.

Prospect lead

That type of prospect follows the same logic as qualified leads.

This consumer corresponds to “a certain class of person who conforms to a certain business pattern.”

You may not be ready to buy yet, but it’s close.

It is important that your company develops a good relationship with him, which is not complicated at all.

This link between lead and company must be encouraged through nutrition campaigns.

That way, prospects will receive points for their behavior during the qualification process.

Characteristics of good prospectsCharacteristics of good prospects

Have you been able to identify the characteristics of a good prospect during the text?

It’s very simple, let’s go back to it.

See what you need to have:

  • Financial capacity to buy your product or service
  • Authority to decide the purchase
  • Need to have your product or service
  • I want to know more about your company
  • Plans to make the purchase in the near future.

How to convert prospects into qualified leadsHow to convert prospects into qualified leads

It is very important to qualify your prospects and analyze the type of content that best suits the stages of their purchase process.

This can be an expressive indicator of intention to do business.

However, it is useless to make that effort, if you do not have an intelligent management of prospects.

Ultimately, your goal is to raise your conversion rate by engaging real customers.

To help you meet the challenge, we have prepared four steps that will guide you to convert more prospects into qualified leads, and consequently, generate more sales.

Ready to take notes?

1. Definition of a buyer persona

If you already have an affinity for digital marketing, you must have heard quite a bit about buyer persona, right?

Defining the ideal customer profile is the first step to generating more conversions.

It does not work to produce quality content or offer solutions that are not what those specific people really use and demand from your brand, or what they are looking for at that moment.

It would be like a shot in the dark, right?

Sometimes it is possible to identify more than one type of buyer persona per business.

So try to gather an active customer base and conduct a survey with them.

By email or by phone, it is important to extract as much information as possible about the relationship of those customers with your brand.

With the survey data, you will be able to build the ideal customer profiles and segment your strategies more accurately.

Then, you will follow up on the management of the prospects.

2. Channel mappingChannel mapping

This is a stage that deserves special attention.

A well-prepared mapping provides you with very good insights on which distribution channels stand out.

With this, you manage to positively impact your business, mainly in what refers to the so-called Acquisition Cost per Customer (CAC).

What company does not want to get more customers with a lower investment?

To do this, try to discover where your prospects spend the most time on the internet, which social networks they use and if they consume content on specific blogs or sites.

In addition, it is very important to know where your competitors appear and thus identify the analogous channels that can reach a large mass of prospects.

3. Start the relationship

With the best channels mapped, the time has come to start the relationship with your prospects.

Both social networks and other inbound marketing strategies are excellent spaces for relationships during the pre-sale.

The most important thing is to make an offer that arouses the interest of that potential customer and encourages them to start their first conversions.

Your goal is to involve prospects in your proposal and convert them into leads, going through the purchase journey until the moment of acquiring your product or service.

So, be demanding with your content and dedicate yourself with passion to work for your client and for your market.

When you least expect it, you will have become a benchmark.

It is a great commitment.

4. Classification of prospects converted into qualified leadsClassification of prospects converted into qualified leads

It is the final stage of intelligent prospect management.

This takes place when you organize all the contacts that became leads.

It is time to establish criteria to classify and score which prospects are more likely to become customers. They are the ones you should pay more attention to.

To be clearer, I am going to explain the three classifications of qualified leads.

Lead qualified by Marketing 

According to the scoring criteria you defined, as soon as a prospect gets a certain amount of points, he or she becomes a qualified lead by marketing.

From now on, it is no longer treated exclusively by the marketing department. The transition team and the sales team jump into action, facilitating the transfer between marketing and sales.

It is worth remembering that only a small percentage go to the next phase.

Those that did not pass, are re-nourished for longer, until they are mature enough for a treatment focused on the sale.

Leads by Sales 

When a lead is deemed ready for sale by the transition team, it is directed to the account executives.

These professionals will have a deadline to determine if they accept the leads or return them for re-nutrition.

If they accept them, they are called sales leads.

Lead Qualified by Sales  

Finally, these are the leads that the sales department has accepted and from now on they will be worked on until they generate a real business opportunity.

It is here that the cycle is completed and it comes to the moment of shaking hands.

Create a landing page on Klickpages to convert prospects into leads Klickpages

I’m going to give you a suggestion to optimize your strategy for converting prospects into leads.

It is very easy to create your landing page with the support of a complete tool.

If you haven’t used Klickpages yet, give it a try, it’s only three steps.

You can make use of ready-made models, choose the one that best suits your content and make the adjustments so that the page is to your liking, according to your needs.

See how it is built:

  1. Choose your model: know the high conversion alternatives proven by tests.
  2. Customize the page: edit the texts, colors and images, as well as hide the elements that are not useful.
  3. Publish: finally, you only need to publish your own domain, without additional hosting costs.

Easy, easy, right?


If you’ve come this far and understood the difference between suspects, prospects, and qualified leads, I’ve accomplished my mission.

I want to emphasize that to generate more sales, you will need to improve the quality of your leads.

Transforming from suspects to qualified leads per sale is not exactly easy, but it is possible.

And when you do, it is satisfying and rewarding.

Developing qualified leads for sales takes a great deal of effort and planning.

Make sure to keep your prospects always well-nourished with relevant content and you will see that the number of opportunities will increase.

That makes all the difference to the success of your digital strategy.

Let Klickpages help you meet that goal.

See you very soon!