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To manage lead generation is of huge importance to businesses looking to grow and sustain a steady stream of work and revenue, and it’s essential to understand where your leads come from and how they are converted from a prospect into a sale.

To properly manage lead generation management is critical for working out what methods will help you bring the most leads and potential work into your business.

But what does this process involve?

Converting strangers into leads

The first steps to manage lead generation is getting your brand name and services in front of the right people, and drawing their attention to what your business does.

This can be done in a number of ways, including:

  • PPC
  • Content Marketing
  • Social Media Posts
  • Direct marketing
  • Trade shows
  • Adverts
  • Promotions

These methods promote your brand and draw attention to your business and services. This then brings visitors to your website or causes them to interact with your brand through other channels.

Converting visitors into leads

Your marketing and to manage lead generation efforts should contain ways to convert a visitor into a lead. For example, on your website, you might have landing pages which relate to each of your individual services. Through a call to action or enquiry form on those pages, you can begin to engage directly with a potential customer and open lines of communication with your business.

This is the point where leads start filtering into your other systems in order to be organised, nurtured and converted into sales.

Converting leads into customers

Turning leads into customers involves a number of different stages. Getting these right, and having the right approaches within your sales teams, can help you maximise the amount you convert.


Through a call to action or enquiry form you can begin to engage directly with a potential customer and open lines of communication with your business.

Lead management software

Lead management software is massively important. This helps you to track interactions with leads and record the conversations that have taken place. This allows you to maintain an efficient sales process and filter leads based on where they are within your sales funnel.


You should ensure that your leads are distributed to the best people to help them convert. This might be sales teams that specialise in a particular service that your business offers, or teams that deal with leads at specific points in your sales journey.


This process involves understanding customers, building a rapport with them and establishing what their specific needs and pain points are. Having a clear idea of what problems a potential customer has allows you to provide the best combination of your goods, services and expertise to help that lead convert.

Helping your team manage leads effectively       

Every step of your lead generation process is important. Managing leads at every stage is crucial to ensure you appeal to the right people, encourage them to get in touch, and take the appropriate steps to convert those leads into sales. Ensuring your team manage and nurture the right leads to fully engage with potential customers is critical to long term business success, so it makes sense to have software than can help.

FLG’s dedicated software can help make lead management easier to handle, which, in turn, helps your team focus their efforts on the best possible leads to track and pursue. Our toolset can:

  • Efficiently process leads to help a team follow up and achieve more sales
  • Integrate with other software platforms, including Trello, MailChimp, Quickbooks, and Campaign Monitor
  • Use powerful workflows to automate call centre sales processes

If you’d like to learn about our main lead processing engine, just one of our key products that could help your business today, please visit our Marketing Automation page.


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