A visitor lands on your website through a Google search or
social link. He or she is now a prospect. The
visitor might check out a few of your blog posts or browse your product
listings. At some point, you offer him or her a chance to sign up for your email
list.
If the visitor fills out your form, he or she becomes a lead. You can now market to the customer outside
of your website, such as via email, phone, or text — or all three.