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Lead Types Guide

Learn how to categorize leads using Lead Types to better organize and qualify your prospects.

What are Lead Types?

Lead Types categorize leads based on how they came in or what they're interested in. Common examples:

  • Demo Request - Someone who requested a product demo
  • Download - Downloaded a resource (whitepaper, plugin, etc.)
  • Trial - Signed up for free trial
  • Contact Form - Submitted general inquiry
  • Referral - Referred by existing customer
  • Event - Met at conference or trade show
  • Cold Outreach - You initiated contact

    • Why Use Lead Types?

    Better Organization

  • Quickly see what kind of lead it is
  • Filter and sort by type
  • Track which types convert best

    • Improved Follow-Up

  • Different types need different approaches
  • Demo requests = immediate high-priority follow-up
  • Downloads = nurture sequence
  • Trials = onboarding support

    • Better Reporting

  • Which lead types convert?
  • Which sources are most valuable?
  • Where to invest marketing budget?

    • Lead Type vs Lead Status

    Lead Type = How they came in (never changes)

  • Demo Request
  • Download
  • Trial signup
  • etc.

    • Lead Status = Where they are in your pipeline (changes frequently)

  • New → Contacted → Qualified → Proposal → Won

    • Example:

  • Type: "Demo Request" (stays forever)
  • Status: New → Contacted → Demo Complete → Proposal → Won

    • Managing Lead Types

    Viewing Lead Types

  • Navigate to Settings → Company → Lead Types
  • See list of all available types
  • View how many leads have each type

    • Creating a New Lead Type

  • Settings → Company → Lead Types
  • Click + Add Lead Type
  • Enter type name (e.g., "Webinar Attendee")
  • Choose icon (optional)
  • Choose color (optional)
  • Set default priority (High/Medium/Low)
  • Click Create

    • Naming tips:

  • Be specific: "Pricing Page Visit" not "Website"
  • Action-oriented: "Demo Requested" not "Demo"
  • Consistent format: Use same tense/style

    • Editing Lead Types

  • Settings → Company → Lead Types
  • Click Edit next to type
  • Update name, icon, color, or priority
  • Click Save

    • Note: Editing updates all leads with that type.

    Deleting Lead Types

    Warning: Be careful deleting types.

  • Settings → Company → Lead Types
  • Click Delete next to type
  • Choose what to do with affected leads:
    • - Move to different type (recommended) - Leave without type - Delete leads (dangerous!)
  • Confirm deletion

    • Assigning Lead Types

    When Creating Lead

  • Click + New Lead
  • Fill out form
  • Select Lead Type from dropdown
  • Complete and save

    • For Existing Lead

  • Open lead detail page
  • Click Lead Type field
  • Select from dropdown
  • Changes save automatically

    • Bulk Type Assignment

    Assign type to multiple leads:

  • Navigate to Leads list
  • Check boxes next to leads
  • Click Bulk Actions → Set Type
  • Select type
  • Click Apply

    • Automatic Type Assignment

    Set default types for different sources:

  • Settings → Company → Lead Types
  • Default Types:
    • - WordPress form → "Contact Form" - Manual entry → "Manual Entry" - WordPress plugin download → "Download" - CSV import → "Import"
  • Click Save

    • How it works:

  • New leads automatically get appropriate type
  • Can override manually if needed
  • Saves time on bulk imports

    • Using Lead Types

    Filtering by Type

    Find leads of specific type:

  • Navigate to Leads
  • Click Filters
  • Select Lead Type
  • Choose one or more types
  • View filtered list

    • Common filters:

  • Type = "Demo Request" AND Status = "New" (urgent!)
  • Type = "Trial" AND Created > 30 days ago (expired trials)
  • Type = "Referral" (high-value leads)

    • Sorting by Type

    Organize leads by type:

  • Navigate to Leads
  • Click Lead Type column header
  • Leads grouped alphabetically by type

    • Reporting on Types

    Analyze which types perform best:

  • Navigate to Reports → Lead Sources
  • View metrics by type:
    • - Total leads per type - Conversion rate by type - Average deal size by type - Time to close by type

    Example insights:

  • "Demo Request" leads convert at 35%
  • "Download" leads convert at 8%
  • Focus on getting more demo requests

    • Lead Type Best Practices

    Start with Common Types

    Essential types for most businesses:

  • Contact Form / Website Inquiry
  • Demo Request
  • Trial Signup
  • Referral
  • Event / Trade Show

    • Add more as needed.

    Match Your Funnel

    Types should match how leads enter:

    B2B SaaS example:

  • Free Trial
  • Demo Request
  • Whitepaper Download
  • Webinar Attendee
  • Contact Sales
  • Partner Referral

    • Local Service Business:

  • Phone Call
  • Online Form
  • Walk-In
  • Referral
  • Repeat Customer

    • Don't Overdo It

    Too many types = confusion

  • Keep to 5-10 types
  • Combine similar types
  • Be consistent

    • Bad:

  • "Demo Request"
  • "Requested Demo"
  • "Demo Inquiry"
  • "Demo Form Submission"

    • Good:

  • "Demo Request"

    • Priority Levels

    Assign priority to types:

    High Priority:

  • Demo Request (hot lead!)
  • Trial Signup (high intent)
  • Pricing Page Inquiry (buying mode)

    • Medium Priority:

  • Contact Form
  • Referral
  • Event Lead

    • Low Priority:

  • Newsletter Signup
  • Blog Comment
  • General Download

    • Follow up faster with high-priority types.

    Type-Specific Workflows

    Create different processes per type:

    Demo Request:

  • Immediate email confirmation
  • Calendar invite within 24 hours
  • Prepare custom demo
  • Follow up same day after demo

    • Download:

  • Automated email sequence
  • Drip content over 2 weeks
  • Qualify via email engagement
  • Offer demo if engaged

    • Trial:

  • Onboarding email sequence
  • Check-in at day 3
  • Offer help at day 7
  • Upgrade offer at day 14

    • Advanced Features

    Type-Based Assignment

    Auto-assign leads to users by type:

  • Settings → Company → Lead Types
  • Click Edit next to type
  • Auto-Assign To: Select user
  • Click Save

    • Example:

  • Type "Demo Request" → Auto-assign to Demo Specialist
  • Type "Trial" → Auto-assign to Onboarding Rep
  • Type "Support" → Auto-assign to Support Team

    • Type Templates

    Create note templates per type:

    Demo Request template: 

    
Demo scheduled for: [DATE]
Their main pain point: [PAIN]
Current solution: [CURRENT]
Budget: [BUDGET]
Timeline: [TIMELINE]

    Use template when creating notes for that type.

    Type Scoring

    Score leads differently by type:

    Lead scoring example:

  • Demo Request = +50 points
  • Trial Signup = +40 points
  • Download = +10 points
  • Newsletter = +5 points

    • Higher scores = higher priority.

    Type-Based Automations

    Trigger actions based on type:

    If Type = "Demo Request":

  • Send instant notification to sales team
  • Create calendar event
  • Add to "Hot Leads" MailChimp list
  • Set high priority flag

    • If Type = "Download":

  • Add to nurture email sequence
  • Tag as "Early Stage"
  • Assign to marketing team

    • Common Lead Type Configurations

    B2B SaaS

  • Demo Request (High) - Sales qualified, wants to see product
  • Free Trial (High) - Self-serve, needs onboarding
  • Pricing Inquiry (High) - Near decision
  • Content Download (Medium) - Early stage, nurture
  • Webinar Attendee (Medium) - Educated, interested
  • Contact Form (Medium) - General inquiry
  • Partner Referral (High) - Warm introduction

    • E-Commerce

  • Cart Abandon (High) - Almost bought
  • Product Inquiry (Medium) - Interested in specific product
  • Newsletter (Low) - General interest
  • Loyalty Program (Medium) - Existing customer
  • Influencer (High) - Partnership opportunity

    • Service Business

  • Quote Request (High) - Ready to buy
  • Contact Form (Medium) - Information gathering
  • Phone Inquiry (High) - High intent
  • Referral (High) - Trust established
  • Repeat Customer (High) - Proven buyer

    • Agency

  • Project Inquiry (High) - Specific need
  • General Consultation (Medium) - Exploring options
  • Website Audit Request (Medium) - Lead gen offer
  • Referral (High) - Warm lead
  • Event Contact (Low) - Networking

    • Troubleshooting

    Leads Without Type

    Problem: Some leads have no type assigned

    Solutions:

  • Filter for blank type
  • Bulk assign appropriate type
  • Set up default types to prevent future

    • Too Many Types

    Problem: 20+ types, team confused

    Solutions:

  • Review and consolidate
  • Delete rarely-used types
  • Combine similar types
  • Aim for 5-10 types

    • Wrong Type Assigned

    Problem: Leads have incorrect type

    Cause: Wrong default type or user error

    Fix:

  • Filter affected leads
  • Bulk update to correct type
  • Update default type settings

    • Type Not Available

    Problem: Need type that doesn't exist

    Solution:

  • Admin/SuperAdmin can create new type
  • Or use closest existing type
  • Request admin create needed type

    • Getting Help

    Email: [email protected]

    Include:

  • What lead types you're trying to set up
  • Your business model
  • Any issues you're experiencing

Last Updated: October 2025