According to new research, one in three marketers struggle to follow up leads properly, while almost half (43%) say they cannot qualify leads effectively due to difficulty obtaining detailed information.
The data is unveiled in The State of Lead Management in 2025 playbook, launched by leading outsourced communications provider Moneypenny.
Based on in-depth research and feedback from over 200 marketing professionals across the UK, the report highlights the evolving landscape of lead management and the challenges marketers face across several key industries, including finance.
Almost half (43%) of respondents recognise they struggle to obtain sufficient information for qualifying leads, which may lead to wasted efforts and budgets. This issue is especially relevant in the financial sector, where clients’ needs change rapidly, underscoring the need for effective data collection methods within firms to ensure reliable information for lead qualification.
When asked about their preferred tools for capturing leads, 58% of marketers prioritise live chat or web forms for prompt lead capture. However, 35% of those employing phone systems report better results in reaching decision-makers and maintaining engagement. Half of marketers are open to adopting smart forms as an engagement tool to improve lead qualification and interaction.
Commenting on the findings, Hannah Stringer, Marketing Director at Moneypenny, said: “Our research shows the struggles that financial marketing teams face with lead management and ensuring that those first interactions with prospects mark the start of a brilliant client journey.
“Financial marketers have a real appetite to reduce the burden of qualifying and following up with prospects. Sales and marketing tools are getting smarter, and with AI playing its part in nearly everything we do, new and innovative tools are available to more of us – now’s the time to embrace them. Lead management doesn’t have to be such a headache.”
As part of its research, Moneypenny interviewed several leading marketers to gain their insights into lead management strategy.
Canberk Beker, leader of LinkedIn’s Level Up programme and founder of ROASted, commented: “In an ideal world, I’d like to see a shift towards simplicity and clarity in understanding the lead journey.
“This means better tools for connecting all the dots – organic, paid, offline – and more focus on real engagement signals instead of vanity metrics. Ideally, the sector would adopt universal frameworks that prioritise intent and contextual relevance over lead volume.”
The playbook provides actionable recommendations for marketers to enhance engagement, conversion, and overall marketing effectiveness. For more information and to download The State of Lead Management in 2025, visit https://www.moneypenny.com/uk/the-state-of-lead-management/
Meet the Moneypenny team on stand 1675 at Accountex London, taking place at Excel London on the 14-15 May, 2025.
You can register for your free ticket here.
