In Dynamics 365 Marketing, how is a 'Lead' defined?

In Dynamics 365 Marketing, a 'Lead' is defined as a potential customer who has expressed interest in a product or service. This definition aligns with the fundamental concept of lead generation in marketing, where leads represent individuals or organizations that have shown some level of interest in what is being offered, usually through interactions such as filling out a form, attending an event, or engaging with content.

The focus on potential customers highlights the importance of nurturing these leads through targeted marketing efforts, eventually guiding them through the sales funnel towards making a purchase. Understanding what a lead constitutes is crucial for marketers, as it shapes how they develop campaigns and track the effectiveness of their marketing strategies.

In contrast, a customer who has completed a purchase signifies a different stage in the customer lifecycle and does not represent a lead but rather a conversion. Similarly, a current customer making another purchase is typically considered a repeat customer rather than a lead. An individual unsubscribing from marketing communications is also not a lead; this action indicates a lack of interest rather than a potential for engagement. Therefore, the definition of a lead in Dynamics 365 Marketing is centered around those who have shown intent or curiosity, making option B the correct choice.