Abstract: A system for lead incubation is used to alert an agent and to customize contacts with leads generated by an internet form, return mail form, voicemail, or telephone inquiry. For example, a lead may be interested in purchasing real estate, which requires a long lead incubation period. The system dynamically and recursively classifies the lead according to actions taken by the lead, requests made by the lead, and interactions between the lead and the system and/or agent. Based on heuristic patterns and triggers, the system provides suggestions to the agent for marketing campaigns for a lead or a class of leads, and alerts the agent when action or contact between the agent and the lead is recommended. The system is customizable by lead, by agent performance and/or by class of lead.