AI Summary:
This guide shows business owners and marketing VAs how to build a lead pipeline system that tracks every opportunity from first contact to sale. Learn which leads to track, how to set up scoring, and how to manage pipelines for both e-commerce and service-based businesses. Includes OBMHub CRM tips, follow-up strategies, and proven tracking methods to increase conversions.
In the fast-moving world of marketing, the businesses that win aren’t always the ones with the best product or service. They are the ones that track, nurture, and convert leads consistently.
Yet, most business owners and their marketing VAs are still operating without a clear pipeline system. That means opportunities slip through the cracks, follow-ups get forgotten, and warm leads go cold.
A strong lead tracking system doesn’t just keep your business organised. It fuels predictable revenue growth. According to HubSpot, companies that follow up within an hour are seven times more likely to qualify the lead. And Salesforce reports that high-performing sales teams are 2.8 times more likely to use a structured pipeline process.
It’s not just about having leads. It’s about having a repeatable process to move them from first contact to paying customer.
The Foundation of a Lead Pipeline System
A lead pipeline system gives you a bird’s-eye view of every opportunity in your business, where it came from, and what needs to happen next.
It’s more than a spreadsheet. A good pipeline shows:
- Every new enquiry or potential customer.
- Where they are in the buying journey (new lead, contacted, qualified, proposal sent, won or lost).
- The actions needed to move them forward.
- How many potential sales are in the pipeline at any time, and the projected value.
When used right, this becomes your daily compass for sales and marketing activities, making it easy for a VA or team member to know exactly what to do without you micromanaging.
Leads You Need to Be Tracking
Many businesses only track leads that come in via their contact form, missing a huge portion of opportunities. Your pipeline should capture leads from:
- Website contact forms and landing pages.
- Social media DMs and comments.
- Event sign-ups (online and in-person).
- Webinar and masterclass registrations.
- Phone calls, texts, and voicemails.
- Referral partners.
- Networking events and expos.
- Email replies (including newsletters).
- E-commerce abandoned carts.
- Podcast or media appearances.
If your VA is handling marketing, they should be adding these into the pipeline daily so no opportunity is missed.
Tracking Methods That Work
The more automated and centralised your lead tracking, the less likely you are to lose leads. Options include:
- CRM systems (like OBMHub powered by HighLevel).
- Integrated forms and landing pages connected to your CRM.
- Website tracking pixels to capture visitor activity.
- Social media management tools with DM tracking.
- Call tracking and recording.
- Email marketing platforms with subscriber tagging.
The goal is that every touchpoint, from Facebook comment to phone call, ends up in the same system for visibility and action.
Using OBMHub’s CRM to Build Your Pipeline
Inside OBMHub, the Opportunities section is your powerhouse for building and managing a pipeline. You can:
- Create multiple pipeline stages (e.g., New Lead → Contacted → Qualified → Proposal Sent → Won).
- Drag and drop leads from one stage to another as they progress.
- Assign tasks to yourself or your VA for follow-up.
- Automatically trigger emails, SMS reminders, or nurture sequences when a lead hits a certain stage.
Set-up Tip: Start with 5–7 stages max to keep things simple. Too many can overwhelm your VA. Too few can make it hard to see progress.
How to Set Up a Lead Scoring System
Lead scoring is how you prioritise who gets attention first. OBMHub lets you assign points for actions like:
- Downloading a lead magnet (+5 points).
- Attending a webinar (+10 points).
- Opening multiple emails (+3 points each).
- Clicking a sales link (+8 points).
- Requesting a quote (+15 points).
Once a lead hits a certain score threshold, they can be flagged as “hot” and automatically assigned to a follow-up workflow.
For E-Commerce Businesses
An e-commerce pipeline is about tracking both prospects and customers to maximise repeat sales:
- Abandoned cart recovery: Track who added items to their cart but didn’t buy, and follow up within 24 hours with an incentive.
- First-time buyers: Add them to a “new customer” pipeline stage for upsells or loyalty offers.
- VIP customers: Identify your top spenders and send exclusive deals.
With OBMHub, you can sync your store data and automate follow-ups so your VA can focus on higher-value engagement.
For Service-Based Businesses
Service pipelines tend to have a longer sales cycle, making follow-up even more critical. Track leads from:
- Initial enquiry to consultation booking.
- Proposal sent to contract signed.
- Contract signed to project start.
Example: A marketing agency using a pipeline can see they have 15 leads in “proposal sent” worth $120K in potential revenue. This visibility helps prioritise calls and emails to close deals faster.
Follow-Up Activities That Work
Once leads are tracked, the key is action. Some proven follow-up activities include:
- Sending a personalised video message.
- Sharing a case study relevant to their problem.
- Following up with a “just checking in” email.
- Inviting them to a webinar or event.
- Offering a limited-time bonus or discount.
- Sending a handwritten note (yes, offline still works!).
The aim is to stay front of mind without being pushy.
The ROI of a Well-Managed Pipeline
A Harvard Business Review study found that companies with a formalised sales process generate 18% more revenue than those without one. A pipeline ensures nothing gets forgotten, you can forecast revenue more accurately, and your VA knows exactly what to do every day to move the needle.
Ready to Turn Leads into Sales on Repeat?
Your leads are only as good as the system you have to manage them. Whether you’re selling products, services, or both, tracking, scoring, and following up will multiply your results.
Download Hot Leads on Repeat now and get the exact strategies and workflows to build a pipeline that works for you 24/7, even while you sleep.
