The reason for content is to interest your customers in your products or to explain to them how to use your products after their purchase.  Inbetween and following the ideal "prospect" and "support" states there are lots of promotional opportunities to engage potential customers.  In the most general case, a lead is a prospect that has not yet purchased your product or service but one that has the potential to purchase your product. 

You can market to these prospects in unlimited ways.  You can personalize their web screens through automated scripts, trigger drip email or text messaging sequences, or you could involve a human by referring the qualified lead to your call centers, direct, or distribution sales forces along with coaching for follow up discussion and pursuit.

A good lead management system has a perfect memory, is accessible, knows your products, and has an accurate map of coverage for your sales pyramid.  I explain these pieces in the following sections.