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Lead Management

Lead management encompasses the processes for capturing, scoring, qualifying, and nurturing potential customers from initial interest through to qualified sales opportunities. This use case addresses managing high volumes of leads from multiple sources, distinguishing qualified from unqualified leads, understanding B2B legal entity structures for proper qualification, tracking marketing attribution, and maintaining engagement with leads over time through automated nurturing workflows.

The Challenge

Organizations face significant challenges in lead management:

  • Lead volume — High volumes of leads from multiple sources (marketing campaigns, events, referrals, web forms)
  • Lead quality — Distinguishing qualified leads from unqualified ones
  • Lead qualification — Determining which leads are worth pursuing based on fit, need, and budget
  • Data fragmentation — Lead information scattered across marketing automation, CRM, and other systems
  • Lead scoring — Accurately scoring leads based on multiple factors
  • B2B complexity — For B2B leads, understanding the legal entity structure and decision-making process
  • Lead nurturing — Maintaining engagement with leads over time
  • Attribution — Understanding which marketing activities generated which leads

Traditional lead management systems operate in silos and lack the integrated view needed for comprehensive lead understanding and qualification.

Why EKG is Required

Enterprise Knowledge Graphs provide powerful lead management capabilities:

  • Unified lead view — Connect all lead information across systems and sources
  • Legal entity integration — For B2B leads, integrate with Legal Entity Management to understand entity structures and relationships
  • Lead scoring — Use graph relationships and patterns to improve lead scoring accuracy
  • Relationship analysis — Understand lead relationships and connections for better qualification
  • Attribution modeling — Track lead sources and marketing attribution through graph relationships
  • Lead nurturing — Model lead journey and engagement patterns
  • Cross-system queries — Query across marketing, CRM, and legal entity systems for comprehensive lead understanding

Business Value

  • Improved conversion rates — Better qualification leads to higher conversion rates
  • Increased sales efficiency — Sales teams focus on qualified leads
  • Better marketing ROI — Understanding lead sources and attribution improves marketing effectiveness
  • Reduced sales cycle — Better qualification reduces time spent on unqualified leads
  • Account-based insights — For B2B, understanding entity structures enables account-based marketing and sales strategies

Components

  • Know Your Customer (KYC) - Lead qualification can leverage KYC processes for identity verification and risk assessment, especially for regulated industries.

  • Legal Entity Management - For B2B leads, Legal Entity Management provides essential information about the legal entity structure, ownership, and relationships needed for proper lead qualification and account understanding.