When we talk about leads you’ll often hear people referring to warm leads or cold leads.
A Warm lead is a person that has expressed an interest in your products or company.
A Cold lead is one that hasn’t. So if you go and buy a list of email addresses from a list vendor, you are buying cold leads.
If someone visits your website and downloads an ebook to learn more about your products, they are warm. How warm they are relates directly to how interested they are in purchasing.
Using marketing software you can ‘score’ your leads so that the most active and engaged ones grab your attention.