Optimizing lead management in B2B marketing

: the role of process refinement and automation

Abstract

In an increasingly competitive B2B landscape, effective lead management is crucial for business aiming to enhance customer engagement and maximize conversion rates. Despite the widespread adoption of digital tools, many companies struggle to balance automation with meaningful relationship-building, resulting in inefficiencies in lead qualification and nurturing. This study investigates how process refinement and automation tools contribute to improving lead management by examining the case of FI Group Portugal. This study follows a case study methodology, incorporating qualitative data analysis and a review of marketing performance metrics to assess the impact of process refinement and automation on lead management. The research evaluates the impact of a newly implemented workflow that integrates CRM automation, multichannel engagement strategies, and structured lead tracking mechanisms. Findings reveal that automation significantly enhances efficiency by streamlining lead tracking and ensuring timely follow-ups. However, automation alone is insufficient – high conversion rates require hybrid approach that integrated digital tools with personalized human engagement. A continuous commitment to process refinement and the intelligent use of automation will enable companies to build more adaptable, efficient, and sustainable lead management strategies.

Date of Award	4 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Ribeiro (Supervisor)