Accepted lead
An enquiry that meets the criteria agreed for a particular campaign.
REFERENCE
Lead generation terms.
Plain English.
Use consistent definitions when you compare services, write a brief and review delivery.
Campaign source
The campaign, form or channel associated with an enquiry. The exact definition should be recorded in the brief.
Contact permission
The recorded choice that supports the intended contact by the named business for the stated purpose.
Cost per lead (CPL)
A cost divided by the defined number of leads. State which costs and which lead definition are used.
Duplicate
A repeat record under an agreed matching rule and time period.
Enquiry
A submitted request for information or a specified next step.
Lead qualification
Assessment of an enquiry against the campaign’s agreed criteria.
Real-time delivery
A handover organized around incoming enquiries and an agreed timing window.
Batch delivery
A group of enquiries handed over at an agreed interval.
Single opt-in
A configured subscription journey without an additional confirmation step.
Double opt-in
A subscription journey that requires an additional confirmation step.
Suppression
A record used to prevent contact where a person should no longer receive that communication.
Target market
The country, region or audience scope requested for a campaign.
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