Once a qualified lead exists, additional operations may be performed such as background research on the lead's employer, general market of the lead, contact information beyond that provided initially or other information useful for contacting and evaluating a lead for elevation to prospect, the next sales step.

Marketing leads are brand-specific leads generated for a unique advertiser offer. In contrast to sales leads, marketing leads can only be sold to to a unique advertiser. Marketing leads are generated for a unique brand – Wells Fargo, Coca Cola, etc. Marketing leads are typically generated for e-newsletter lists, email databases, member loyalty programs, community sites or for vendor-specific sales efforts. Sales leads are generated for a particular industry – e.g. Finance, Mortgage, etc.

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