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Why Your Leads Aren’t Converting (and What to Do About It)
Manage episode 485231734 series 3633998
You’ve built awareness. You’ve generated demand. You’ve captured leads. So why aren’t they converting?
In this episode of The Marketing Phoenix, Melissa "Rogo" Rogozinski is joined by B2B growth expert Martha MacPherson to tackle the silent killer of sales pipelines: poor lead management.
Most early-stage legal tech and B2B companies pour their energy (and budget) into brand awareness and lead generation—only to drop the ball once those leads come in. Sound familiar? Melissa and Martha break down why that happens, what it costs, and how to fix it.
This episode explores the full go-to-market lifecycle—from generating demand to capturing leads, tracking them with precision, and maximizing every close-lost opportunity. If you're capturing leads but failing to convert them into clients, this conversation will help you rethink how your marketing and sales systems must work together to drive sustainable growth.
Episode Chapters
Demand Generation
01:46 Demand Generation
02:13 Differentiating Demand from Lead Generation
03:25 Prioritizing Demand in Early GTM Strategy
04:02 Creating Demand with Content and Thought Leadership
04:50 Avoiding Common Demand Generation Mistakes
06:27 Conducting ICP Research to Drive Demand
08:43 Shifting from Mistakes to Strategy
09:42 Recognizing Founder Evolution in Legal Tech
10:42 Identifying Trust Factors That Impact Demand
Lead Generation
11:57 Lead Generation
12:07 Transitioning from Demand to Lead Generation
13:32 Activating Top Lead Gen Channels and Assets
16:27 Learning from a Lead Magnet Win and Fail
18:52 Improving Lead Magnets with Marketing Operations
20:07 Following the 10-Step Lead Gen Process
Lead Management
20:39 Lead Management
21:27 Recycling Closed-Lost to Closed-Win Leads
22:47 Handling Leads After a Closed-Lost Outcome
23:25 Deciding Whether to Recycle a Lead
24:17 Clarifying Why Companies Overlook Lead Management
25:01 Launching a Closed-Lost Campaign that Worked
26:02 Generating Revenue with Salty Lead Campaigns
27:32 Building Resources for Lead Management Strategy
29:12 Maintaining CRM Hygiene and Scoring Leads
30:24 Trying One More Time for Success
31:14 Scaling Lead Gen and Management Together
32:42 Losing a $1M Deal to an Unexpected Competitor
33:56 Converting Demand into Revenue with Lead Management
Connect with Martha MacPherson
Martha MacPherson (LinkedIn): https://www.linkedin.com/in/marthamacpherson/
Msquared Digital Marketing: https://www.linkedin.com/company/msquared-digital-marketing/
RPC Strategies' Resources
https://rpcgrowthstrategies.com/lead-generation/
Connect with The Marketing Phoenix Podcast
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