An important insight that has emerged from many of our projects: lead management is often equated with email marketing, which complements the sales process.
What is lead management actually? Lead management is a process that includes all measures to ensure that leads become customers. In other words:
Lead management includes monitoring and controlling
all processes, from generating a lead to qualifying it and converting it into a qualified prospect for sales.
Efficient lead management requires turkey mobile database that marketing and sales work closely together. The best way is for marketing and sales to become a revenue team that jointly assumes responsibility for lead management.
Marketing and sales funnels are still a good basis for lead management. Of course, we know that the customer journey is much more complex than such a funnel.
Nevertheless, it can be helpful to graphically represent such a funnel for your own company:
Example of a Marketing and Sales Funnel
This example shows typical key figures in the marketing and sales funnel and thus for lead management.
These metrics are based on our experience with small and medium-sized B2B tech companies. Here is the breakdown of the graphic and the different phases (also called lifecycles):
Visits: visitors to our website, social how to make marketing process management effective? media channels, podcast listeners, etc.
Leads: Interested parties who provide us with their contact information. We know who they are and what interests they have shown.
We assume an average conversion rate from visit to lead of around
2 percent (see figures at the beginning of the article).
MQLs (Marketing Qualified Leads): These are leads that match our Ideal Customer Profile (ICP). Leads that meet the basic requirements to become our customers.
In our experience, the conversion rate from lead to MQL is around 40 percent.
SQLs (Sales Qualified Leads): These are MQLs who actually have a problem that we can solve well. In addition, these leads also have the budget for the solution, and we are talking to the decision maker.
In our experience, the conversion antigua and barbuda business directory rate here is around 20 percent.
Clients: These are leads who have signed our offer.
In our experience, about 20 percent of SQLs become customers.
The task of lead management is to accompany good leads from one lifecycle stage to the next. The better we manage the funnel, the more leads become customers.
This is how our own B2B Lead Management Process works
This graphic shows schematically how our lead management process is structured:
Lead Management Process 2025_Example takeoff Inbound Marketing Agency In this webinar we present the complete process in detail: Below we have summarized our lead management process for you in writing.
Before we start with lead management itself
a few words about lead generation. In inbound marketing, we want to attract attention with good content and generate leads with good lead magnets. This applies to organic and paid traffic.
The most important conversion points for leads are landing pages, trade shows, meeting links, contact forms and cold outreach.
We use HubSpot for marketing automation . All leads are stored in the HubSpot CRM and HubSpot also collects all contextual information for the next steps in lead management.