A lead is a person who provides information about themselves by filling out a webform or in any other way and has previously become aware of a company’s products or services.

Becoming a lead is the first step in the Customer lifecycle journey. Later in cycle leads get qualified, first by marketing team Marketing qualified lead ) then by sales team and if there is expressed interest they are presented with the offer.

Leads are stored in the CRM and their profiles can be extended with for example analytical data from Web analytics .

Read more about building rich profiles to improve your marketing efforts in: Single customer view (SCV): what is it and how does it work?


  • PHI and PII

    PHI and PII: How they impact HIPAA compliance and your marketing strategy

    Personally identifiable information (PII) and protected health information (PHI) may seem similar. However, there are critical distinctions between the two. While PII is a catch-all term for any information that can be associated with an individual, PHI applies specifically to HIPAA-covered entities dealing with identifiable patient information. Keeping HIPAA compliant and protecting patient information requires…

  • How can healthcare organizations benefit from using a customer data platform (CDP)

    Like many industries, healthcare has been undergoing significant change and is under immense pressure. Patients expect personalized healthcare experiences, but are increasingly aware of their privacy rights and demand that their data is safe and not misused. Healthcare providers have been seeking ways to connect, scale, and leverage customer data more effectively to meet consumers’…