---
title: Lead Management Process Design - Portfolio Item - Anna Connolly
description: Streamlined B2B lead management process using HubSpot to automate lead qualification, sales handoffs, and enhance marketing attribution across channels.
---

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# Lead Management Process Design

## B2B Lead Management Process

 

**Overview:**  
I designed a complete lead management process to streamline the flow of inbound leads from marketing channels through to sales, ensuring data integrity, seamless handoff, and measurable conversion performance between HubSpot and Salesforce.

**Key Objectives:**

- Establish a unified framework for marketing and sales alignment.
- Implement automated lead qualification logic to eliminate manual sorting.
- Create lifecycle consistency between HubSpot and Salesforce.
- Improve lead response time and conversion visibility across the funnel.

**Process Highlights:**

- **Multi-Channel Lead Capture:** Integrated lead sources including paid ads, organic search, social media, and marketplace listings—all routed into HubSpot via native and custom connectors.
- **Automated Qualification:** Leads were filtered by ERP compatibility criteria before entering nurturing workflows.
- **Lead Scoring & Nurture:** Custom scoring model triggered lifecycle progression once contacts engaged with pricing or demo forms or reached the MQL threshold.
- **Sales Handoff:** Qualified leads were automatically routed to Salesforce for follow-up and opportunity management, maintaining bi-directional sync with HubSpot.
- **Recycling & Nurture:** Leads that didn’t progress re-entered automated nurture sequences with score decay logic and contextual re-engagement campaigns.
- **Opportunity Management:** SQLs converted into Opportunities in Salesforce, tracked through the Discovery → Demo → Scoping → Proposal → Negotiation → Closed/Won stages.

**Impact:**  
This workflow eliminated data silos between marketing and sales systems, reduced manual intervention, and improved visibility into the conversion path. As a result, sales response time decreased, and marketing attribution accuracy improved across all paid and organic channels.

 

Process Flowchart:

![B2B Lead Management Process - Portfolio item](https://anna-connolly.com/hs-fs/hubfs/B2B%20Lead%20Management%20Process%20-%20Portfolio%20item.png?width=2762&height=1118&name=B2B%20Lead%20Management%20Process%20-%20Portfolio%20item.png)

 

# Let’s Do This.

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**GET IN TOUCH**

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#### Let's Connect.

<https://www.linkedin.com/in/anna-connolly> [mailto:annaconnolly.id@gmail.com](mailto:annaconnolly.id@gmail.com)

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