Join us for our third Greenville HUG meeting of 2023 to learn how effective lead management can help your business. You'll learn the fundamentals of lead management, how to develop an effective strategy that aligns your marketing and sales teams, and how to implement lead management with various HubSpot tools.

1. Lead Management
With HubSpot
Greenville
HUG

2. Let's Connect
linkedin.com/in/egarciavaz
boundify.io/demand-gen-studio
EMILIO GARCIA
Managing Partner,
Boundify
Greenville
HUG

3. Let's Connect
linkedin.com/in/gabriela-garcia-
137b77246/
GABRIELA GARCIA
Demand Generation
Specialist, Boundify
Greenville
HUG

4. Table of Contents
● Introduction
● Lead Management Fundamentals
○ Sales and marketing participation
○ Buyer personas
○ Lead management strategy
○ Service level agreement (SLA)
○ Technology (CRM Automation)
● Standard lead management process
● How to report lead management results

5. Lead Management with HubSpot
Lead management is the process of capturing leads, nurturing
them, and converting them into paying customers. It involves
identifying potential customers, engaging with them, and
analyzing their behavior to optimize the sales process.
On the other hand HubSpot is a powerful tool that can help
businesses streamline their lead management process and
increase their conversion rates.

6. Lead Management Fundamentals
Sales and marketing
participation
Both Marketing and
Sales are equally
responsible for lead
management.

7. Lead Management Fundamentals
Buyer Personas
A semi-fictional representation of
your ideal customer based on real
data and some educated
speculation about demographics,
behaviors, motivations, and goals

8. Lead Management Fundamentals
Lead Management
Strategy
Focus on developing a strategy that
meets a common goal. This will ensure
all participants are align and working
towards the same outcome.

9. Lead Management Fundamentals
Service Level
Agreement (SLA)
An agreement between a service
provider and its customer that
guarantees a certain output

10. HubSpot’s CRM
Offers a centralized and
easy-to-use interface to
power lead management
and more
HubSpot’s Automaton
Helps you scale your
growth and spend less
time on repetitive tasks
Lead Management Fundamentals
Technology (CRM Automation)

11. What Does Lead
Management Look Like?
Lead enters
database
A lead enters your
database
Lead is
organized
The lead is
organized into a
group based on
their activity or
information
provided.
Lead receives
communication
The lead will
receive messaging
or communication
from the
organization
Lead is ready
to buy
That lead will take
action that indicates
they’re ready to buy.
Lead makes a
purchase

12. Lead Enters Database
Lead Generation
Lead generation helps move leads into
that first step of collecting their
information, by converting them on
your website and ensuring
they’re stored in your CRM.

13. Lead is Organized
Lead Qualification
and Segmentation
Lead qualification and segmentation
helps organize leads
in your CRM.

14. Lead Receives Communication
Lead Nurturing
Lead nurturing helps you move leads to
the third step, in which
they receive communication from your
company.

15. Lead is Ready to Buy
Lead scoring and
routing
Lead scoring and lead routing helps
progress leads to the fourth
step, where they’re ready to buy and
enter the sales process.

16. Lead Makes a Purchase
Measurement of
success
As more leads travel through your
process and turn into
customers, it’s important to measure
the overall success
of your lead management.

17. How to Report on your Lead Management
Efforts
1. Identify who is responsible for reporting.
2. Identify when to create your reports
3. Establish your reporting tools.
4. Create a centralized place to share your metrics
5. Give your data meaning
6. Share your report with the right people

18. Marketing
Lead Generation
Segmentation
Lead Nurturing
Sales
Lead Qualification
Lead Scoring
Lead Routing
Divide the Reports by Marketing
and Sales Activities

19. Created for teams with
monthly or quarterly
goals
Used more commonly
because the data set is
large enough to make
specific projections
Showcase the largest data
set, providing the most
accurate depiction of
results
Weekly Monthly Yearly
Reporting cadence

20. Reporting Tools
● Campaign dashboard
● Marketing email analytics
● Report library or custom
report builder
HubSpot CRM

21. HubSpot Dashboard
It can pull multiple lead
management reports into a
single canvas, allowing you to
review them in one place.
Share your metrics

22. Give Your Reports Context
● Include a title, one-sentence description, or short analysis.
● Specify the metrics and date range you're measuring.
● Add comparison metrics from previous reports, averages,
industry benchmarks, or target goals.

23. Whether it’s your first time using this product, or you’re looking to build up
your skills around it, we’ve got the best resources for you to get started.
Getting Started
Education: Help Articles:
● Product page: Enterprise CRM Suite
● Themes: Team Management Map
● Knowledge Article: The Marketer's Guide to
Segmentation, Targeting, & Positioning (STP
Marketing)
● Academy: Nurture Leads and Customers with HubSpot
● Academy: Why You Need to Implement Lead Routing
[+ How to Do It]

24. Thank you