A sales pipeline is simply the journey your leads go through from the moment they first get in touch to when they become a paying customer.
Think of it as a step-by-step process that helps you track where each potential customer is and what action you need to take next to move them closer to saying “yes”.
All enquiries move at a different pace and most do not pick up your first call, usually because they're busy!
Here's a typical example of a small business sales pipeline:
- New Lead Enquiry: Someone fills out your website form or calls you. They're interested.
- First Contact: You follow up with a call, email or message to understand what they need.
- Quote or Consultation: You provide a price, details, or visit them in person.
- Follow-Up: They need time to think — you check back in a few days later.
- Decision: They either go ahead, ask more questions… or go quiet.
- Won or Lost: They become a customer — or not. Either way, you know where you stand.
A CRM automates a lot of this process — great if you're busy or handling lots of leads.
Most CRMs let you move leads between pipeline stages with drag-and-drop ease, so you always know who's close to converting.
- With tools like HubSpot, Zoho CRM, or Pipedrive, you can:
- Automatically log new leads from your website or ads
- Set reminders for follow-up calls or emails
- Track interactions (emails sent, calls made, quotes issued)
- See a visual pipeline with each lead's current status
- Assign leads to team members (if you're growing)
How To Keep Your Leads ‘Warm'
We don't just generate leads — we want you to convert them. So, here's our guide to managing your pipeline, keeping leads warm, and knowing when it's time to remarket.
Step 1: Respond Fast
First impressions matter. Research shows that the quicker you follow up, the more likely you are to close the sale. Ideally, you should respond within the first 15 minutes of a lead coming through.
If you're not available to call right away, at least send:
- An email confirming you've received their enquiry
- A text message (SMS follow-ups can cut through the noise)
- A Calendly link (see our previous blog) so they can book a time to chat
Even if the lead isn't ready to buy today, that quick response shows you're professional and attentive.
Step 2: Follow Up with Value
Don't just send “Hi, checking in again” emails.
Every touchpoint should add value:
Share a helpful tip or relevant case study
Offer a free consultation or estimate
Ask if their situation has changed or if they have new questions
A good rule of thumb? 3–5 follow-ups over 10–14 days is reasonable. Beyond that, leads either convert… or go cold. And that's okay.
Step 3: Know When to Let Go
Chasing leads forever doesn't work — and it wastes your time.
If you've followed up 4 or 5 times with no reply, it's usually time to pause. But that doesn't mean they're lost forever…
This is where remarketing becomes your secret weapon.
Step 4: Use Remarketing to Reignite Cold Leads
Just because someone didn't buy right away doesn't mean they're not interested. Maybe they got busy. Maybe they weren't ready. But they visited your site and they know who you are.
Remarketing lets you stay on their radar by showing your ads to them across the internet.
- You can show targeted ads to people who:
- Visited your site but didn't enquire
- Enquired but didn't convert
- Opened emails but didn't respond
This is powerful, low-cost advertising — and it works. You're reminding warm leads that you exist, at the exact moment they're likely to be reconsidering their options.
DotGO Can Help You Re-Engage Leads with Google and Meta Remarketing
If you want to set up a remarketing campaign, we can help. Whether you're using Google Ads, Facebook, or both, we'll:
- Build your remarketing audience
- Design eye-catching ads
- Track conversions and results
We'll make sure you're not just generating leads, but also making the most of every single one.
We're here to help you grow your business
We believe there is a place for good-old-fashioned customer service on the Internet. It's in our DNA. Our different approach has made a big impression on our customers and a huge difference to their businesses.
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