Lead Conversion for Marketing and Sales

The strategy is in place. The website looks great. The content is created. The promotion is working. Better yet, you’re getting people filling out your forms and downloading your content — so what the heck do you do next?

First, pat yourself on the back. Next, enjoy the excitement of notifications that people are engaging with your content and interested in what your company is doing. Finally, consider the below:

It’s important to realize that although every form fill is worth celebrating, the overwhelming majority of these folks are not going to be ready to buy from the first engagement with your company.

But just because someone downloads an e-book and doesn’t come back to buy for six months doesn’t mean they’re not worth continuing to talk to — they just need a nudge in the right direction. To make it easy, we break up those who convert on your content into three categories: Leads, Marketing Qualified Leads and Sales Qualified Leads.


  • Shows interest in some of your content
  • Filled out a form or two
  • Interested in Top of Funnel offers such as guides or eBooks

Marketing qualified leads

  • Engages with your content
  • Filled out a number of forms
  • Downloads Middle and Bottom of Funnel offers such as “contact me” or RFQ

Sales qualified leads

  • Very engaged
  • Have a detailed look into company’s workings
  • Ready for a sales pitch

These categories are also known as lifecycle stages, which can be automated and flagged through HubSpot’s marketing automation tool.

By using HubSpot’s lead scoring tool, users can automatically be moved into different lead qualifications based on the number or types of interactions they have — number of social media mentions, times they download an e-book, pages they view, etc.

lead generation process chart

It’s important to have an understanding of where each prospect stands in the marketing funnel, so you’re not prematurely engaging and tarnishing the relationship before it even gets rolling. Proper lead scoring and understanding the lifecycle stage is crucial to successful lead conversion — and ultimately driving sales and growth for your business.

Understand? Great. Need help? We're here for you.

Optimize your lead conversion process.