How To Do Lead Management That Improves Conversion

In this post, I’m going to focus on how to do lead management that increases sales conversion.

Here’s why:

First, the average conversion rate of marketing qualified leads to actual revenue conversion is low. You may be wondering: how low?

According to Forrester, top performers convert 1.54% of marketing qualified leads to revenue. And average performers turn less than 0.75% of leads into closed deals.

Source: Forrester US and Europe B2B Marketing Tactics and Benchmarks Online Survey

Also, marketers see generating high-quality leads as their number one business challenge according to The 2017 State of Digital Marketing Report published by DemandWave.

What’s the bottom line? Increasing lead quality or quantity won’t help unless you can manage your leads well throughout their journey.

Finally, LeanData’s 2017 study on lead routing and management found 57% of respondents questioned if their lead management workflow creates a positive customer experience. In other words, respondents weren’t sure if people were happy with how they were being treated.

Clearly, there’s room for improvement.



In this interview between Carlos Hildalgo and Carla Johnson on Finding Inspiration to Design Customer Experience Johnson states, “To create better experiences, we have to understand better the experiences we’re trying to create and then think differently about how we design them.”

Have you thought about the experience you want to create for your potential customer so as to optimize your lead management approach?

To increase lead quality and quantity to convert more customers, ultimately, you need to optimize your lead management.