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    Lead Management Blog Posts

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    6 Essential Nurturing Workflows For Every B2B Company

    By Olivia Allen

    Not everyone is ready to buy your product or service the first time they come to your site and that’s okay. With the right amount of time and information they will warm up to your brand, assuming they’re the right persona for your product or service, of course.

    Nurturing campaigns are essential for keeping people who visit your site but aren't ready to immediately buy engaged with your brand. Essentially these campaigns are a series of emails aimed at keeping you top of mind while building trust and moving your lead further along the buyer's journey.

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    4 Strategies to Help Maintain Lead Quality in Your Database

    By Marc Herschberger

    When you first implemented inbound marketing for your business, you knew that you were building a system that utilized high quality content to help generate high quality leads from your website. Flashes of the film Field of Dreams probably kept running through your head as you optimized your website for conversions and started pumping out blogs and offers at a regular basis.

    If you build it, they will come.

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    It's Not You, It's Them: 7 Signs Your Lead Is a Terrible Fit

    By Carly Stec

    There's a really big difference between passing off leads to your sales team, and passing off qualified leads to your sales team. 

    While a mixed bag of leads will often leave them tied up on calls that won't translate to much for the business, a list of qualified leads will set them on a path that might actually result in a sale. 

    What's the best way to separate the good from the bad?

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    13 Email Workflows You Should Be Using in Your Marketing Automation

    By Pamela Vaughan

    Are your contacts going with the flow, or are they just sitting dormant in your marketing database? If you don't have any automated email workflows set up, your answer is probably the latter -- which means you're missing out on some major opportunities to nurture and engage your existing contacts.

    Did you know that B2B marketers who implement marketing automation increase their sales pipeline contribution by an average of 10% according to a report by Forrester? But wait ... there's more.

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    Traditional vs. Predictive Lead Scoring: What's the Difference?

    By Rachel Sprung

    What separates a qualified lead from an unqualified one? That's the burning question we all have.

    We want to make sure we know the key factors that make someone qualified so we can focus on the creating and delivering the right content through the promotional channels that make these most sense. Once we establish that framework, we can then help our sales teams make the most of their time by providing them with the means to prioritize leads.

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    5 Ways Marketing Can Help Sales Through a Tough Month

    By Mike Volpe

    A company won’t survive if it doesn’t meet its revenue goals. That’s why revenue isn’t just the sales team's problem -- it’s every department’s problem. An effective marketing team will set up the sales team for success by generating valuable leads and nurturing them until they’re ready to be passed to sales reps.

    But the partnership doesn’t end there.

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    5 Attributes of an Effective Lead Management Process

    By Doug Davidoff

    Inbound marketing is a powerful strategy. When we implement it for a company here at Imagine Business Development, we will typically see a 2 to 7 times increase in lead generation in the first year and a 5 to 10 times increase in future years.

    A 2013 study identified generating high quality leads as the number one challenge for B2B marketers. It’s no surprise that Inbound Marketing, with it’s proven track record, is exploding in use. While Inbound Marketing will certainly increase the generation of quality leads, it will also generate more low-quality leads. 

    In our experience, of the leads created by an effective Inbound Marketing approach between 50% and 90% of leads will never become qualified in any fashion.  This rate is highly dependent upon the industry you’re in, how clearly you’ve segmented your market and how effective your process and strategy is.

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    7 Free Sales Tools to Help Close More Deals

    By Anum Hussain

    Imagine getting a phone call in which someone tells you your home has been broken into and the FBI is investigating. Your heart would drop, right? Mine did.

    But then, about 5 seconds into the call, the message took an unexpected turn: No one had broken into my home, but rather, I was just being warned that break-ins that the FBI

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    The Power of Marketing Personalization in President Obama's Re-Election

    By Steve Hall

    Content is king, right? Everybody says that, so it must be true ... right? Well, to a certain degree, it is. But content on its own is worthless unless it's high quality, relevant, personalized, and delivered in context.

    During the 2008 presidential election, content played an important role in electing Barack Obama. Four years later, content played an even more important role: With inbound marketing strategies applied, that content was given context.

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    10 Targeting Opportunities Most Marketers Are Missing Out On

    By Hannah Fleishman

    Hey baby, let’s get personal.

    Settle down! I'm just talking about with our marketing!

    One of the most lovable things about inbound marketing is how easy it is for marketers to target communications. Traditional marketing tactics can sometimes target a particular age group or income level, but it’s nearly impossible to reach out to customers on an individual level. Then, along came inbound. Cue fireworks. Meticulously segmented fireworks. Now, all we need to segment our marketing efforts is a CRM system, some time, and a few tips on where to start.

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    7 Social Media Tools Salespeople Should Keep in Their Back Pockets

    By Elizabeth Rosenthal

    social sales

    Inbound marketers have jumped on the idea of using social media to spread content, and generate traffic and leads. But is your sales team making the most of all the social media tools and features out there? Maybe. Maybe not.

    Believe it or not, social media can be utilized all the way through the bottom of the sales and marketing funnel, helping your sales organization close more deals, more easily. And the best part? Social networks are coming out with little new features all the time that make Sales' life easier. So cozy in and take a little tour with me on some of the social features you may -- or may not -- know about that could help close some more sales before the end of the month. And please, share your cool social tools and tips with us in the comments!

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    How Context Strengthens Your Entire Marketing Funnel

    By Jeffrey Russo

    broken chain

    When you think about your marketing funnel, how do you think about the work you do to optimize it? You may have never considered it, but a lot of what you probably do is work to minimize the number of breaks in your marketing chain.

    Ideally, you should be working to carry information and context about your leads throughout the different stages of your funnel -- minimizing as many breaks in your marketing chain as possible, and strengthening the impact of your marketing.

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    How to Capture More (and Better) Lead Intel With Progressive Profiling

    By Pamela Vaughan

    kids raising handsintermediate

    Raise your hand if you hate filling out forms!

    So if I had to guess, I'd bet that a lot your hands are raised right about now. Heck, so is mine! But any savvy inbound marketer knows that forms are the way of the online conversion world. After all, how would we generate and reconvert leads as effectively without them?

    But as you can understand from all the hand raising, from a website visitor's perspective, forms are a rather annoying part of redeeming offers on the web. Surely, there's a way we can make the form completion requirement a little bit easier on them. It's about creating lovable marketing after all, right?

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    4 Failing Marketing Relationships You Need to Fix ASAP

    By Rosalia Cefalu

    marketing relationships intermediate

    You know when you’ve been in a bad relationship for so long that it’s almost impossible to end it? There’s a disconnect between you two, but it almost seems like more effort to go through a breakup (or a patch up) than to just ... leave it like it is.

    Well it’s the new year, and not that we’re trying to be your new life coach or anything, but we don’t want to see you go through 2013 like this.

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    9 Undeniable Advantages of Using Personalized Content in Your Marketing

    By Corey Wainwright

    personalized marketing contentintermediate

    I like going to a coffee shop and being asked “the usual?” I can smile, nod, and pay for my drink. It's more than the convenience of not even having to place an order -- it's also nice to be remembered.

    That almost never happens, though. I usually hear something like, "Hi. Welcome to Unicorn Coffee. Would you like to try our ‘It’s a Wonderful Life’ Peppermint Latte Mocha?" That’s more like an advertisement than a conversation. The message is totally impersonal, and a little annoying.

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    Is it Time to Kill Lead Nurturing as We Know It?

    By Guest Blogger

    iStock 000019316456Large advanced

    Psst. Wanna know a secret? I’m no longer sure that lead stages exist.

    I know I shouldn’t admit it. After all, lead stages have been around since 1898, when Elias St. Elmo Lewis proposed the AIDA (Awareness, Interest, Desire, Action) sales model.* They’ve survived because they make intuitive sense and because they’re a useful way to organize marketing programs.

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    Is Marketing Getting Too Creepy?

    By Corey Wainwright

    creepy future of marketingintermediate

    All the world's a stage.

    Tell me about it. If only Willy Shakespeare (we're on a nickname basis) could see us now. What was once private is now broadcast over Twitter. Indexed by Google. Tagged unbeknownst to you by a well-meaning friend on Facebook. Privacy-shmivacy.

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    The Technology You Need to Fix Dismal Lead-to-Customer Conversion Rates

    By Pamela Vaughan

    frustration introductory3

    Technology . It’s supposed to be a marketer’s friend -- the tool that democratizes and empowers marketing everywhere. Except ... how often does that happen?

    Instead of empowering, it paralyzes. Marketers see all the choices -- marketing automation, social media, landing pages , content management systems, pay-per-click platforms, social tracking tools, social publishing tools, social advertising tools, marketing analytics, lead management tools, lead tracking tools -- they get overwhelmed, and they freeze or veer off course into a doomed solution.

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    Is Your Sales & Marketing Team Ready for a CRM?

    By Corey Wainwright

    As a marketer, you're likely familiar with a CRM system; if not, no worries, you're about to learn all about it! The frustrating thing about many CRMs is that they come with a range of functionality -- from basic to robust -- and all too often, businesses find themselves equipped with more than they need (or frankly, can handle).

    In an attempt to equip businesses with the right CRM system for their needs, this post will explain -- without the gobbledygook -- what the heck a CRM is, why they are incredibly valuable in the right hands, and whether you actually need one at this stage in the game.

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    How to Calculate & Track a Leads Goal That Sales Supports

    By Alison Savery

    Marketing and Sales SLA

    As a marketer, I’m sure you’ve heard the gamut of complaints from Sales about leads -- whether it's that they don't have enough, or that the leads, well ... "suck." If you'd be a millionaire if you earned a dime every time you heard that, then a service level agreement (SLA) could be the answer to your problems. An SLA will keep Sales off your back and provide you with real-time feedback on your lead generation progress against your goals. An SLA between Marketing and Sales is an agreement where Marketing promises to produce a certain quantity and quality of leads for Sales over a given time period. The SLA is tracked on a daily basis, typically in the form of a chart or graph that maps the progress against a cumulative goal. And the next time Sales complains (and if you’re on track), all you have to do is tell them to take a look at the SLA -- the proof is in the data! So, does an SLA sound appealing to you? Here are 5 steps to follow to create one for your business.

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