Lead Management Strategy

Lead Management is much more than collecting contacts: it's about orchestrating a fluid customer experience, from attraction to conversion, in perfect synergy between marketing and sales.

A proven 7-step method for turning leads into customers.

Let’s discuss your Lead Management Strategy

A "magna carta" to keep you on track

With this infographic, you'll get an overview of the road ahead to transform your marketing. Where to start? Should you attack directly with marketing automation?(spoiler: no!)

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Base camp - Preparing for change

🎯 Objective: Establish strategic foundations


First and foremost, you need to prepare your organization for profound change, moving from mass marketing to customer-centric engagement marketing.

What we do with you:

  • Identifying your customers' pain points: collaborative workshops, customer interviews, persona-based irritant analysis.
  • Aligning marketing, sales and management teams around a shared vision.
  • Definition of lead management KPIs and 3-year budget.
  • Audit and cleansing of your database (Data Quality).

🧙 "Every good magician knows the faults of his kingdom before he draws his map."

Let's prepare for change together!

Camp n°1 - Building your content strategy & Buyer Personas

🎯 Objective: Get to know your customers better and build relevant content


An effective content strategy starts with a detailed knowledge of your targets.

What we do with you:

  • Creation of your Buyer Personas via marketing/sales workshops and CRM data.
  • Mapping each persona's Customer Journey.
  • Definition of a personalized content strategy (Inbound Marketing): blog, white papers, case studies...
  • Transforming your website to welcome leads: smart forms, tracking, CTAs.

🧙 "Know your audience as Leonardo knew his machines: down to the very last cog."

Let's build your content strategy together!

Camp 2 - Marketing Automation

🎯 Objective: Automate lead management


This is where we structure the lead lifecycle and lay the foundations for automation.

What we do with you:

  • Definition of a lead lifecycle model adapted to your sales cycle.
  • Creation of your lead scoring model (behavioral + CRM data).
  • Connection between your CRM and your marketing automation tool.
  • Automation of basic campaigns (welcome, downloads, internal alerts...).

🧙 "Every lead is an apprentice knight, it's up to you to guide them to the Round Table."

Automate your lead management!

Camp 3 - Demand Generation

🎯 Objective: Get to know your customers better and build relevant content


Now that the foundations are solid, it's time for lead generation.

What we do with you:

  • Implementation of targeted Paid Ads campaigns (LinkedIn Ads, Google Ads).
  • Deployment of dynamic smart forms to collect leads contextually.
  • Construction of conversion tunnels with personalized landing pages.
  • Implementation of A/B testing to improve conversion rates.

🧙 "The best spells are those that attract the right travelers to your castle gate."

Generate leads!

Camp n°4 - Nurturing & conversational marketing

🎯 Objective: Nurture the relationship and qualify leads


Not all leads are ready to buy. Thanks to nurturing, we accompany them to maturity.

What we do with you:

  • Creation of personalized lead nurturing scenarios: email automation, storytelling, content by stage of maturity.
  • Detection of interests via interactions with your content (white papers, webinars, pages visited...).
  • Integration of conversational marketing modules (chatbots, interactive content).
  • Real-time lead scoring refinement.

🧙 "Sometimes it takes a thousand letters and a dash of intuition to pique the interest of a good lead."

Let's set up lead nurturing!

Camp n°5 - Behavioral marketing

🎯 Objective: React in real time to your leads' signals


Move to behavioral agility: automation becomes proactive and predictive.

What we do with you:

  • Send targeted content based on observed behavior (clicks, visits, forms...).
  • Triggering follow-up campaigns or content in real time.
  • Intelligent scenarios (content recommendation, dynamic scoring...).
  • Connection to intent intelligence platforms (Demandbase, 6sense...) to detect companies actively researching your themes.

🧙 "Like an alchemist, detect the precise moment when lead becomes gold. And like a magician, divine intentions before the enemy even knocks on the door."

Exploit behavioral automation!

Camp #6 - Revenue Performance Management and Sales Activation

🎯 Objective: Maximize marketing ROI and activate sales at the right time


We enter into a global performance logic: ROI, conversion, satisfaction.

What we do with you:

  • Implementation of dashboards to measure funnel marketing performance.
  • Monitoring the ROI of lead management campaigns in real time.
  • Continuous analysis to adjust your scoring, content and channels.
  • Activating sales teams: sending sales alerts, integrating data into CRM in the form of automated "next best actions", aligning priorities between marketing and sales.
  • Integration of AI bricks to refine your decisions and continuously adjust nurturing and targeting strategy (predictive analysis, automatic scoring).

🧙 "The modern magician relies on his numbers to refine his spells."

Activate sales!

🎯 Who is our Lead Management support for?

B2B Marketing Director

You're looking for measurable performance, aligned campaigns and better collaboration with sales.

General Management / CMO

You have a concrete digital transformation objective and ROI on marketing investments.

Responsable CRM / Automatisation du marketing

You want to optimize existing tools, automate processes and improve conversion.

Assess your company's digital maturity

You don't need super-powers, super-gadgets or super-fortune to successfully transform your marketing.
You just need a bit of magic and a plan of action. But first and foremost, Γνῶθι σεαυτόν or "Know thyself" said the Greek sages. You need to get off to a good start and measure your company's digital maturity.

Where are you? Where are you starting from?

Take the test to find out... and learn what levers you need to pull to move up a gear.

Take the quiz

Find out more about the growing maturity of B2B digital marketing

Prepare for your trip

Find out today how to prepare for the long journey of B2B marketing's digital transformation. It's time to set up base camp!

Read article

Content strategy

That's why 99% of companies jump headlong into a marketing automation project before launching their content strategy...

Read article

Le marketing automation

Today, let's take a look at Camp 2: getting your marketing automation project up and running.

Read article

Demand Generation

You've now left the green valleys of digital marketing's early days to start climbing the long road to marketing success.

Read article

Our customers say it best

💡 Ready to develop your Lead Management strategy?

Don't leave your questions unanswered.
Take advantage of a session with an expert to structure
and boost your Lead Management strategy.
Let’s discuss your Lead Management Strategy