An inbound lead is someone who has expressed interest by providing their personal information in exchange for a specific piece of value that is provided in return.

• MQL: Marketing Qualified Lead
  - prospects engaged with your marketing but are not ready to speak with the sales team
• SQL: Sales Qualified Leads
  - prospects whose actions reflect they are interested in making a purchase and becoming a client
• PQL: Product Qualified Lead
  - prospects already trialing a product that are interested in upgrading and becoming a paying client

• Attract:
  - Create remarkable content offers on your blog or website to solve your prospects number one issue
• Engage
  - Include a 'Call to Action' that drives the prospect to a landing page to access the offer
• Delight
  - By delivering your offer in exchange for their contact details collected via a form on your page

• A great offer
  - will save a poor campaign, however a poor offer won't save a great campaign
• Understanding your persona's number one challenge
  - An Inbound lead generation campaign creates an irresistible offer that is deemed valuable enough for the prospect to exchange their personal details for
• Linking content to your offer
  - such as a blog post or pillar webpage allows you to provide content that is specifically designed to achieve a specific outcome to meet your lead generation SMART goals