Potential customers can be found in unexpected places, such as on your social media page, friend referrals, or by frequently reading your blog entries.

As a business owner, it is your responsibility to create a suitable management system that catches these consumer leads and nurtures them until they are ready to buy. Lead management is the process of acquiring and managing leads throughout their buyer's journey.

In this tutorial, we will discuss why a sales prospecting tool is important for your organization's performance and what actions you can take to set up lead management for your small business sales.

What Is Lead Management?

A lead management tool can you hellp you in identifying, qualifying, and tracking potential customers (leads) throughout their buyer’s journey. The purpose of lead management is to nurture these leads until they are finally ready to convert into paying customers.

Why Does Lead Management Matter?

Lead management matters because it helps you close more sales and boost your revenue. By nurturing your leads and providing them with valuable information that moves them further down the sales funnel, you increase the chances of converting them into paying customers.

In addition, lead management also allows you to track your marketing efforts and ROI (return on investment). By understanding which marketing channels are generating the most leads, you can adjust your budget and focus your efforts on the activities that are yielding the best results.

Last but not least, lead management helps you build relationships with your potential customers. By regularly communicating with leads and providing them with helpful content, you create a rapport that can eventually lead to a sale.

Now that we’ve answered the question “what is lead management?”, let’s take a look at how to set up lead management for your small business.

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How to Set Up Lead Management for Your Small Business

There are a few key steps you need to take in order to set up lead management for your small business:

1. Define Your Target Audience

The first step is to define your target audience. This includes identifying the demographic characteristics of your ideal customer, such as their age, location, gender, income level, etc. Once you have a good understanding of who your target customer is, you can start thinking about the best ways to reach them.

2. Know Your Buyer Persona

The second step is to create a buyer persona. This is a fictional character that represents your ideal customer. When creating your buyer persona, be sure to include information such as their name, age, job title, pain points, goals, etc. Having a well-defined buyer persona will make it easier to target your marketing efforts and attract the right leads.

3. Research Your Marketing Channels

Now it’s time to research the different marketing channels that will reach your target audience. This includes paid advertising, social media, email marketing, content marketing, etc. Once you have a good understanding of the different channels available to you, you can start planning your lead generation strategy.

4. Qualify Your Leads

Lead qualification determines which prospective customers are most likely to make a purchase and eliminates those who are not. To properly generate qualified leads, you must first obtain as much information as possible about them and their firm.

A fraction of this information may be automatically obtained and graded using OutReachly sales engagement platform.

Most sales engagement software come with a contact score function that evaluates your leads based on their interactions and brand involvement. As a result, points are rewarded whenever users perform specified actions, such as a blog visit, pricing review, email answer, social media remark, etc. The more points a lead receives, the more it is prioritized and qualifies.

You may also collect extra information by personally connecting with your leads and asking potential qualifying questions such as:

  • How did you learn about our company?
  • Do you make the choices in your company?
  • What issue are you attempting to resolve?
  • What is your financial situation?
  • When do you anticipate seeing results?

Qualified leads are often informed about your company and what you provide, have a well-defined budget to pay for your services, and have purchasing authority inside their firm. Simultaneously, quality leads will meet your pre-defined buyer profile and target industry.

Meanwhile, unqualified leads are unaware of what your company offers, cannot afford what you're offering, do not require the solution that your company supplies, and haven’t been nurtured enough to be considered a successful lead.

5. Create Lead Magnets

A lead magnet is an incentive that you offer potential customers in exchange for their contact information. Common lead magnets include ebooks, whitepapers, guides, free trials, etc. The goal of a lead magnet is to persuade leads to give you their contact information so that you can continue to market to them.

6. Distributing Leads to Your Sales Team

Once you have generated a list of leads, it’s time to start distributing them to your sales team. The best way to do this is to use a lead management system, which will automate the process of lead distribution and help ensure that leads are being followed up on promptly.

With a lead management tool in place, you can rest assured that your leads are being properly managed and that your sales team has the information they need to close deals. You can use lead scoring to assess sales-ready leads.

7. Implement Lead Nurturing

  • Lead nurturing: This is the process of building relationships with leads that are not yet ready to buy. By regularly sending them helpful information, you can stay top-of-mind and eventually turn them into customers. There are a few key components of lead nurturing, including:

  • Email Marketing: Email is one of the best ways to stay in touch with leads and nurture them over time. You can use email to send leads helpful information, such as blog articles, guides, ebooks, etc. Just be sure to avoid hard selling in your emails as this will only turn leads off.

  • Social Media: Social media is another great way to nurture leads. By sharing helpful content on social media, you can build relationships with potential customers and keep your brand top-of-mind. Just be sure to avoid being too sales-y on social media, as this will only lead to people unfollowing you.

  • Content Marketing: Content marketing is a great way to provide leads with helpful information that will solve their problems. By creating blog articles, guides, ebooks, etc., you can position yourself as an expert in your industry and build trust with potential customers.


8. Measure Your Results

The final step in the lead generation process is to measure your results. This includes sales tracking software for your leads, conversion rate, and cost per lead. By regularly measuring your results, you can adjust your lead generation strategy as needed to ensure that you’re generating the most qualified leads possible.

Tracking your lead generation progress is critical to the success of your business. By understanding what’s working and what’s not, you can make necessary adjustments to ensure that you’re generating the most qualified leads possible.

There are a few key metrics that you should track, including:

  • Leads: The first metric you should track is the number of leads you’re generating. This will give you an idea of how effective your lead generation strategy is.

  • Conversion Rate: The second metric you should track is your conversion rate. This is the percentage of leads that you’re able to convert into customers.

  • Cost per Lead: The final metric you should track is your cost per lead. This is the amount of money you’re spending to generate each lead. By understanding your cost per lead, you can better assess the ROI of your lead generation strategy.

FAQs on Lead Management

1. What are Junk Leads?

Junk leads are leads that are not a good fit for your products or services. They may be unqualified, or they may simply not be interested in what you have to offer. It’s important to weed out junk leads so that you don’t waste time and resources trying to sell to them.

2. How do I know if a lead is qualified?

A qualified lead is a potential customer who has been vetted and determined to be a good fit for your products or services. Qualified leads are more likely to convert into customers than unqualified leads.

3. What is the difference between inbound and outbound lead generation?

Inbound lead generation is a strategy for bringing new clients to your business. It occurs when a company distributes targeted content to its ideal consumer. This information is intended to compel the prospect to take action, therefore initiating a two-way connection that will eventually result in a sale. Outbound lead generation is a method of engaging with potential buyers who are unfamiliar with your offering. It operates by salespeople communicating with potential leads.

The objective is to stimulate interest in a product or service while also developing a sales funnel. Using outbound sales strategies you can include cold calling, direct email, social selling, and direct mail.


Lead generation is a critical process for businesses of all sizes. By generating leads, you can grow your business and build relationships with potential customers. There are a number of different lead generation strategies, so it’s important to find one that best suits your business.

If you are looking for a reliable follow up leads system for your prospecting, look no further than our platform here at OutReachly. Our innovative sales engagement software will allow you to engage and convert prospects without much difficulty. Call us today for more information about our lead management system and its other amazing features.

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