A prospect in sales and marketing is an individual or organization that has shown some level of interest in a company’s products or services and has the potential to become a customer. Prospects are typically identified through various marketing activities, such as lead generation campaigns, social media interactions, or website visits.

Unlike leads, which are generally a broad collection of potential customers, prospects are further along in the sales process and have demonstrated a higher level of interest or engagement. They have usually been qualified by the sales or marketing team to ensure that they fit the company’s target audience, have a genuine need for the product or service, and possess the budget and authority to make a purchasing decision.

The process of converting a prospect into a customer typically involves nurturing the relationship through various stages of the sales funnel, such as providing relevant content, addressing their concerns, and offering personalized solutions. The ultimate goal is to build trust and demonstrate the value of the product or service, leading the prospect to make a purchase decision.


Also see:

Buyer journey

A buyer journey refers to the process that a potential customer goes through from becoming aware of a product or service to the final stage of making a purchase decision.

Buying group

A buying group refers to a collective of individuals or decision-makers within an organization who are responsible for making purchasing decisions.


A persona, in the context of marketing, is a fictional representation or profile of a company's ideal customer.

Pay per click (PPC) advertising

Pay Per Click (PPC) advertising is a digital marketing model in which advertisers pay a fee each time one of their ads is clicked by a user.

Marketing funnel

The marketing funnel is a visual representation of the customer journey, illustrating the stages a potential customer goes through.