August 4, 2023

What is Lead Management?

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Tags: CRM

Mar. 7, 2024: Updated links and formatting. Revised information.

Nov. 16, 2023: Updated visual elements. Copy edits and a few minor changes to copy.

Key takeaways

  • Lead management is a process that begins with the identification of potential clients, known as leads, and continues until these leads are converted into clients.
  • Some of the most important components of lead management include lead scoring, lead segmentation, lead nurturing strategies, and lead tracking and analytics.

Lead management is a vital business process that involves identifying potential customers, known as leads, and guiding them through the stages of the sales funnel until they make a purchase. Customers now have a wealth of information at their fingertips. Most know what they want, who they want it from, and what they want to pay before they buy. This shift in consumer behavior has made lead management more important than ever.

Effective lead management involves reaching potential customers early in their buyer’s journey, earning their trust, and building a relationship with them. This process is not just about generating leads but also about finding quality leads that you can nurture into relationships. Quality leads improve your chances of turning prospects into sales, thereby growing your business.

In this article, we will delve deeper into the concept of lead management, the software that facilitates it, and how it can help your business grow. We will also explore the different types of leads, the lead management process, and the tools and strategies that can make your lead management efforts more effective.

Also read: Lead Management Software Guide

Lead management explained

Lead management is a systematic process that begins with the identification of potential customers, known as leads, and continues through various stages until these leads are converted into actual customers. This process involves a combination of strategies and practices aimed at attracting, tracking, and nurturing leads to drive new business.

A lead can be defined as an individual or a group of individuals who have expressed interest in your product or service, or who fall within your company’s target customer profile. Leads are potential customers who, with the right nurturing and management, can be converted into actual customers contributing to your business’s revenue.

Different types of leads

There are several types of leads, each representing a different level of interest and engagement with your business. The two most common types are Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).

Marketing Qualified Leads (MQLs) are individuals who have engaged with your marketing efforts but are not yet ready to receive a sales call. These leads have shown interest in your products or services, perhaps by downloading a whitepaper, signing up for a newsletter, or attending a webinar. However, they may still be in the early stages of the buying process and require further nurturing before they are ready to make a purchase.

Sales Qualified Leads (SQLs) are leads that have been vetted by both marketing and sales teams and are deemed ready for the next step in the sales process. These leads have shown a direct interest in your product or service and are often ready to engage in a sales conversation or demonstration. SQLs are closer to making a purchase than MQLs, making them a valuable asset for your sales team.

Also read: Sales Qualified Leads: What They Are and How to Find Them

Also read: MQL vs. SQL: Differences & Comparison in 2024

The lead management process

The lead management process is a systematic approach that involves several steps designed to generate potential business clientele, analyze their interest and likelihood to buy, and ultimately convert these leads into customers. This process is crucial for both business-to-business and direct-to-consumer strategies. Here are the key steps involved in the lead management process:

1. Lead generation: This is the first step in the lead management process. It involves attracting potential customers or leads to your business. This can be achieved through various marketing campaigns or programs such as content marketing, email marketing, social media marketing, cookies, SEO, and more. For example, a business might publish a series of blog posts on topics relevant to their industry to attract potential leads who are seeking information on these topics.

2. Lead capture: Once leads have been generated, the next step is to capture their information for further engagement. This often involves collecting contact information such as names, email addresses, phone numbers, etc. For instance, a business might offer a free eBook, checklist, or relevant report download in exchange for a visitor’s email address.

3. Lead qualification: After capturing leads, it’s important to determine their quality and how likely they are to become customers. This involves assessing their level of interest, their fit with your product or service, and their readiness to buy. For example, a lead who has visited your pricing page multiple times might be considered a high-quality lead.

4. Lead nurturing: Not all leads are ready to make a purchase immediately. Lead nurturing involves building relationships with potential customers through consistent and relevant communication, with the goal of moving them further down the sales funnel. This could involve sending personalized emails, sharing useful content, or offering free trials or demos.

Also read: Best Lead Nurturing Software for 2024

5. Lead conversion: The final step in the lead management process is converting qualified leads into customers. This involves closing the sale through effective sales techniques and strategies. For example, a sales rep might offer a limited-time discount to encourage a lead to make a purchase.

Key components of lead management

Effective lead management involves several key components that work together to guide leads through the sales funnel and ultimately convert them to customers. Some of the most important components include lead scoring, lead segmentation, lead nurturing strategies, and lead tracking and analytics. 

Lead scoring

Lead scoring is a methodology used to rank leads in order to determine their sales-readiness. 

Leads are scored based on the interest they show in your business, their current place in the buying cycle, and their fit in regards to your business. The goal of lead scoring is to help sales and marketing teams prioritize leads, respond to them appropriately, and increase the rate at which those leads become customers. 

Also read: What is Predictive Lead Scoring & How Does It Help Sales?

Lead segmentation

Lead segmentation involves dividing your leads into smaller groups based on criteria such as demographics, behavior, level of engagement, and current stage of the sales funnel. 

This allows for more personalized communication and marketing efforts, which can lead to increased conversions. For example, a business might segment its leads into groups based on their specific interests and send marketing emails tailored to those interests. 

Lead nurturing strategies

Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey. 

It focuses on listening to the needs of prospects and providing the information and answers they need. This can involve strategies like personalized emails and targeted content marketing. 

Lead tracking and analytics

Lead tracking consists of monitoring and documenting interactions with leads, while analytics interprets these data to gain insight into lead behavior and sales trends. 

This approach helps businesses understand which marketing efforts are working, which leads are most likely to convert, and how to improve the overall sales process. For example, a business might use analytics to determine which marketing channels are generating the most high-quality leads, so sales representatives can focus their efforts on those channels. 

Also read: CRM Integrations: Everything You Need to Know

Types of lead management software

Lead management software comes in various forms, each designed to handle specific aspects of the lead management process. Here are some types of lead management software:

Customer Relationship Management (CRM) software

CRM software is designed to manage a company’s interaction with current and potential customers. It uses data analysis about a customer’s history with a company to improve business relationships, focusing on customer retention and driving sales growth. HubSpot CRM, for instance, offers features such as lead and contact management, deal management, AI assistance, email integration, automation, and analytics.

Marketing automation platforms

Marketing automation platforms automate repetitive marketing tasks such as emails, social media, and other website actions. They streamline the lead generation process, improve lead nurturing and scoring, and measure the overall ROI on campaigns. A platform like HubSpot offers a full stack of software for marketing, sales, and customer service, providing tools for social media marketing, content management, web analytics, landing pages, and search engine optimization.

Drip email apps

Drip email apps allow you to send automated emails to leads based on certain triggers or schedules. They are an effective tool for lead nurturing, helping to keep your brand at the top of the lead’s mind and gradually guiding them towards a purchase. Flodesk, for example, allows you to create and automate beautiful emails that drive more engagement.

Email marketing software

Email marketing software helps businesses design and send promotional emails to a list of leads and customers. It’s a great tool for nurturing leads, promoting products, and keeping your audience engaged. MailChimp offers a range of features including email design, audience segmentation, and performance tracking.

SMS apps

SMS apps allow businesses to send promotional messages directly to their customers’ mobile phones. They offer a more direct and personal way to engage with leads and customers. TextMagic, for instance, is a business text-messaging service for sending notifications, alerts, reminders, confirmations, and SMS marketing campaigns.

Meeting schedulers

Meeting schedulers help automate the process of scheduling meetings with leads and customers. They can sync with your calendar and allow leads to book meetings at a time that’s convenient for both parties. Calendly aims to save time, accelerate sales, and improve service quality by eliminating the old-school way of using email and phone tags for scheduling appointments.

VoIP software

VoIP software allows businesses to make calls over the internet, making it easier and more cost-effective to communicate with leads and customers around the world. Dialpad is an example of a cloud-based VoIP system that makes it easy to have voice and video calls, send text messages, and perform other communication tasks.

Best Practices for lead management

Clearly define your goals

Before you begin, it’s important to clearly define what you want to achieve with your lead management process. Do you want to increase sales, acquire more customers, or perhaps increase the sales per customer? Having clear goals will guide your lead management strategies and help you measure your success.

Map your process

Having a well-defined and mapped out process is crucial for effective lead management. This includes all the steps from lead generation to conversion. A clear process helps ensure that no leads fall through the cracks and that each lead is properly nurtured towards a sale.

Organize your leads

Proper organization of leads can significantly improve your lead management process. This involves segmenting your leads based on various factors such as their source, interest level, and stage in the sales funnel. Organizing your leads can help you tailor your communication and marketing efforts to each segment, improving your chances of conversion.

Score your leads

Lead scoring is a method of ranking your leads based on their likelihood to convert. This can help you prioritize your leads and focus your efforts on those that are most likely to become customers. Lead scoring can be based on various factors such as the lead’s behavior, engagement level, and demographic information.

Assign Your leads

Assigning leads to specific team members or departments can ensure that each lead is properly followed up on. This can also help improve accountability and efficiency in your lead management process.

Use the right tools

Using the right lead management tools can significantly streamline your process. This can include CRM software for managing interactions with leads, email marketing software for nurturing leads, and analytics tools for tracking and measuring your performance.

The importance of lead management

Lead management is a critical component of a successful business strategy, playing a pivotal role in converting prospects into customers. It helps businesses understand the source of their leads, optimize marketing strategies, and improve return on investment.

By tracking interactions with leads, businesses can provide personalized communication, build trust, and guide leads through the sales funnel. This not only aids in converting leads into customers but also fosters long-term relationships for repeat business.

Lead management helps businesses prioritize leads, focusing on those most likely to convert, thus boosting efficiency and conversion rates.

Effective lead management can significantly impact a business’s sales and revenue. By nurturing and prioritizing leads, businesses can increase conversion rates and sales. Additionally, by understanding a lead’s needs and preferences, businesses can upsell or cross-sell relevant products or services, thereby increasing the average transaction value. Ready to choose your lead nurturing software? Check out our comprehensive Lead Nurturing Software Guide.


Lead management is the systematic process of tracking, qualifying, and nurturing incoming leads to convert them into business opportunities.

When choosing lead management software, consider its integration capabilities, ease of use, customization options, scalability, reporting and analytics features, pricing, and the quality of customer support.

Featured partners: Lead management software

1 CallTrackingMetrics

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CallTrackingMetrics is a global conversation analytics provider. More than 100,000 users, including The Washington Post, Verizon Connect, and ServiceMaster, rely on CTM to make data-driven advertising decisions. CTM integrates with core tools marketers use every day like Google Ads and Analytics, Hubspot, Salesforce, Zoom, and Facebook. CTM lets you track & attribute leads, from any source, giving you data to confidently make marketing decisions & increase conversions.

Learn more about CallTrackingMetrics

2 Fireberry

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Fireberry is an all inclusive and customizable platform made to centralize all your business needs. Expedite your processes and pipelines with automations and data analytics. Work comfortably and efficiently to manage all your business needs and up your revenue.

Learn more about Fireberry

Aron Vaughan Avatar

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