How to convert more leads in your marketing funnel

Agencies are fighting an uphill battle at the moment to get enough leads just to keep the lights on, never mind generate large profits. It’s taking longer to convert leads to a sale, and it’s an incredibly competitive market, which means you might be pitching against far more agencies or freelancers than in years gone by. But the fact is, most agencies could be doing more to improve their chances of winning new business by investing time into the relationship before there’s a contract on the table.

The Power of In-Person

We’re in a relationship-first era. Meeting in person is more important than ever. This has been on the rise in the post-COVID era as businesses start to realise and understand the value that comes from face-to-face meetings. It’s also easier to read body language in person, which makes it easier to know if a deal has legs or is a non-starter.

As we mentioned already, with longer buying cycles comes more opportunities for a lead to be drawn away elsewhere. The best way to avoid that is to build a relationship with in-person meetings throughout the lead phase.

 Whether it’s:

• Coffee chats
• Golf days
• Charity walks
• Strategic lunch meetings
• Invites to agency social events

Want to make sure you have the best advantage before pitching? Aim for at least three in-person meetings before a pitch and build rapport before trying to close.

These three meetings could include:

• An introductory meeting
• A proposal walkthrough
• An invite to view your office and meet the team

Aligning sales and marketing

Too often, businesses treat sales and marketing as separate silos, one responsible for generating interest, the other for closing deals. But the truth is: marketing might spark interest, but sales need to carry the flame. Without alignment, leads can fall through the cracks, messaging can become inconsistent, and opportunities can be lost.

So how do you ensure that sales and marketing operate as a seamless, collaborative engine?

Build a Sales Process That Complements Your Content

Your marketing content—blogs, webinars, ebooks, videos—shouldn’t just generate leads. It should also support your sales team during every stage of the buyer journey. Salespeople need to know which content is available, when to use it, and how to personalise it to move a lead closer to a decision. Build feedback loops between the teams so content can evolve based on real-world sales conversations.

Create Intelligent Client Scoring Systems

Not all leads are created equal. Collaborate across teams to develop a lead scoring system that reflects the buyer’s intent, engagement, and fit. Use behavioural and demographic data to distinguish between curious browsers and serious buyers. This helps sales reps prioritise high-value leads and follow up more effectively, while helping marketing refine who they target in future campaigns.

Ask Early: Who Are We Pitching Against?

Sales teams should make it a standard part of early discovery to ask: “Who else are you considering?” Understanding the competitive landscape helps shape both the sales strategy and the messaging used throughout the buyer journey. If marketing is aware of key competitors, they can also tailor campaigns to pre-empt objections and highlight differentiators before sales even enter the conversation.

Prioritise Relationship-Building Before Proposals

Before jumping to proposals and pricing, invest time in building trust. Sales teams that focus on discovery, listening, and adding value early on often see stronger conversion rates later. Marketing can support this by creating content that’s not just product-focused but insight-driven, giving the sales team tools to spark thoughtful conversations rather than just pitch decks.

Final Thoughts

Lead with value. Speak to your niche. Show up—again and again—and in a few months, you’ll be reaping the rewards as leads glide through your funnel and into kick-off meetings.