What is a benefit of using leads as a conversion goal?

Using leads as a conversion goal emphasizes the importance of building an initial relationship with potential customers, rather than immediately pushing for sales. This strategy allows businesses to nurture these contacts over time, as prospective leads often require several interactions before they are ready to make a purchase.

Focusing on generating leads helps marketers collect valuable information about interests and preferences, which can be used to tailor future marketing efforts. This approach is particularly beneficial for businesses with longer sales cycles or for products that involve significant customer consideration before making a decision. By prioritizing leads, companies can cultivate their marketing funnel, leading to higher conversion rates in the long run as relationships are developed and trust is established.