Data vs. Leads? Now if you were to buy a list of 10,000 names, these are people who have never heard about you and have never flagged themselves as being interested in your offering. And you may be able to close some of them or to make them an offer where they then respond and become a lead. But data isn’t leads. Leads and data are two different things. Leads and advertising are two different things. So we look at leads as being a more refined potential prospect that has taken some action to indicate an elevated level of interest in what you’re offering. There are two ways in which I typically generate leads, fundamental strategies that I use. The first is I find out what people who are in certain buying modes are looking for. Oftentimes they may be looking for what you’re offering actively. If you sell a product that helps people improve their business profitability, there’s going to be a variety of searches associated with that.