Supportsoft Glossary

Lead Management in Digital Marketing Campaigns

An individual or organisation that expresses interest in a manufacturer's products or services by engaging with marketing/sales activities is referred to as a lead. Depending on the type of interaction within the marketing and/or sales process, leads can be captured through various digital media such as Contact Us forms, landing pages, email sign-ups, and event registration.

During lead management in digital marketing campaigns, businesses typically track leads, identify which leads are ideal candidates for converting them into customers, nurture them until they are in the right position to become customers (a.k.a., sales-qualified leads), and convert them into customers (this is often referred to as converting leads to customers).

Typically, leads are divided into categories based on their stage of readiness, as marketing qualified leads (also known as MQLs) and sales qualified leads (also known as SQLs). The intent behind this categorisation is to support alignment between marketing and sales teams, in addition to providing a means of determining which leads should be followed up on first.

As IT and ITES service providers, lead management has become increasingly critical due to the complexities associated with the products and services offered, as well as the extended lead time/length of sales cycles. To centralise lead information and provide the ability to monitor lead engagement across multiple locations/mediums, various CRM systems and automation tools are often used.