If your company is business-to-consumer (B2C), depending on price point of products, the goal of digital marketing efforts is to attract people to website and have they become customers without ever needing to speak to salesperson. For that reason, you are probably less likely to focus on ‘leads' in their normal sense, and more likely to focus on building an advance buyer's journey, from the moment someone lands on your website, to moment that they make a purchase

If your company is business-to-consumer (B2C), depending on price point of products, the goal of digital marketing efforts is to attract people to website and have they become customers without ever needing to speak to salesperson. For that reason, you are probably less likely to focus on ‘leads' in their normal sense, and more likely to focus on building an advance buyer's journey, from the moment someone lands on your website, to moment that they make a purchase