---
title: What is lead management?
description: What is lead management Explanation and steps. Segment by fit and engagement, nurture with workflows and score leads in HubSpot for faster follow-up.
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---
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Last updated: 22/8/2025
[Lead management](https://www.brightdigital.com/en/knowledge-center/tag/lead-management)
2 min
# What is lead management?
 [ Robin van Tilburg ](https://www.brightdigital.com/en/knowledge-center/author/robin-van-tilburg)
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[mailto:?Subject=Bureau%20Bright%20blog-artikel&Body=https://www.brightdigital.com/en/knowledge-center/lead-management](mailto:?Subject=Bureau%20Bright%20blog-artikel&Body=https://www.brightdigital.com/en/knowledge-center/lead-management)
# What is lead management?
Once your inbound marketing efforts are causing you to generate leads, get started with **lead management**. Through your website, gather as much information as possible so you can better understand your leads' needs and questions.
With the right lead management, you can find out where your leads are in the buying process. An important step here is: determine on the basis of which qualification criteria your leads are segmented.
## Lead nurturing
By providing your leads with the right information at the right time, you build trust and eventually convert them into customers. This process is called [**lead nurturing**](https://www.brightdigital.com/en/kenniscentrum/lead-nurturing).
Lead nurturing takes place with intelligent workflows that provide your leads with the right content at the right time.
## Lead scoring
Besides lead nurturing, there is also [**lead scoring**](https://www.brightdigital.com/nl/kenniscentrum/lead-scoring) to help you with professional lead management. With lead scoring you separate the wheat from the chaff. All leads are ranked based on a scoring model so that sales will follow up more effectively.
Leads are scored on two categories:
- **Fit**: how well the lead fits your company.
- **Engagement**: to what extent does the lead show interest.
Feel free to [contact](https://www.brightdigital.com/en/contact) one of our inbound consultants to find out how lead management helps your company convert leads into customers.
## Marketing automation
Lead nurturing and lead scoring are made possible by [marketing automation](https://www.brightdigital.com/en/kenniscentrum/marketing-automation). The goal is to increase the [conversion](https://www.brightdigital.com/en/kenniscentrum/conversion) of leads to customers. What is the trigger that makes a lead take action and respond to your content?
Marketing automation ensures that you provide leads with the right information at the right time. With [HubSpot](https://www.brightdigital.com/en/kenniscentrum/what-is-hubspot) 's software, we help you set up workflows that automate this process.
In addition, marketing automation enables lead scoring so you can validate your leads effectively. Whether you want to do the scoring automatically (based on AI) or keep all the reins in your hands is entirely up to you.
Feel free to [contact](https://www.brightdigital.com/en/contact) one of our inbound consultants to find out how marketing automation helps your business convert leads into customers.
## Inbound sales
After you've successfully guided leads through the inbound marketing funnel, it's time to follow up with them. Your inbound marketing efforts have ensured that your potential customer is ready to be turned over to the sales team.
We help you determine when a lead is qualified to be called and how to best use the data collected on this lead. With inbound sales you ensure that marketing and sales together for the best results.
Feel free to contact one of our inbound consultants to find out how inbound sales helps your company to convert leads into customers.
**Tip**: Want to manage leads better, but don't have a good CRM yet? Check out the [free HubSpot CRM](https://www.brightdigital.com/en/kenniscentrum/hubspot-crm).
[ Back to blog overview ](https://www.brightdigital.com/nl/kenniscentrum)
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## Meer bekijken?
[Aug 27, 2025, 11:05:30 AM
 ](https://www.brightdigital.com/en/knowledge-center/sales-funnel)
[Lead management](https://www.brightdigital.com/en/knowledge-center/tag/lead-management)
## [Manage and strengthen the sales funnel](https://www.brightdigital.com/en/knowledge-center/sales-funnel)
[ Robin van Tilburg ](https://www.brightdigital.com/en/knowledge-center/author/robin-van-tilburg)
[Aug 22, 2025, 3:26:43 PM
 ](https://www.brightdigital.com/en/knowledge-center/sales-qualified-lead)
[Lead management](https://www.brightdigital.com/en/knowledge-center/tag/lead-management)
## [Wat is een sales qualified lead (SQL)?](https://www.brightdigital.com/en/knowledge-center/sales-qualified-lead)
[ Robin van Tilburg ](https://www.brightdigital.com/en/knowledge-center/author/robin-van-tilburg)
[Aug 22, 2025, 2:42:58 PM
 ](https://www.brightdigital.com/en/knowledge-center/lifecycle-stage)
[Lead management](https://www.brightdigital.com/en/knowledge-center/tag/lead-management)
## [What is a lifecycle stage?](https://www.brightdigital.com/en/knowledge-center/lifecycle-stage)
[ Robin van Tilburg ](https://www.brightdigital.com/en/knowledge-center/author/robin-van-tilburg)
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