Lead Generation
This domain tests how you capture, qualify, and route leads using forms, landing pages, CTAs, content offers, lead scoring, and progressive profiling. The exam emphasizes reducing friction while collecting enough data to qualify a lead.
Core rules
- Lead generation is a value exchange: the offer must justify the information requested.
- Fewer form fields usually increase conversion, but qualification may need firmographic or role data. Progressive profiling collects fields over multiple visits instead of all at once.
- Landing pages should have one goal, a clear headline, concise copy, social proof, and a form above the fold where appropriate.
- A thank-you page or confirmation message should set expectations and offer a next step.
- Lead scoring combines fit and behavior; include negative scoring for poor fit or inactivity, and define an MQL threshold with sales.
Worked example
A webinar registration page asks for work email, company size, and role. The form is short enough to convert, while company size and role support fit scoring. Registrants receive a confirmation email and calendar link. Behavioral points accrue for attending, visiting pricing, and downloading a related guide; negative points apply for student email domains or no activity for 30 days. At the agreed score threshold, the contact becomes an MQL and routes to sales.
Traps
Asking for too many fields on a low-value offer; putting a form on every page without a landing page; skipping the thank-you step; scoring only behavior and ignoring fit; and creating an MQL threshold that sales does not accept.