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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