The importance of innovation in a competitive market

“Innovation is vital in our field for two main reasons,” explains Adrien Gaudez.

First, differentiate yourself from the competition . In a saturated dataset market, basic lead generation has become common practice. Any company can set up a simple form to collect information on potential prospects. However, innovation is essential to obtain highly qualified (“warm”) leads. It helps sales teams focus their efforts on the prospects most likely to convert into customers.

Next, adapt to regulatory constraints . The GDPR, CNIL guidelines on the use of personal data, and laws on cold calling are constantly evolving. Innovation helps brands be agile and responsive to regulatory changes that could disrupt the entire system.

The evolution of lead generation tools and approaches

manifested through a diversification of acquisition levers . In 2024, companies will favor a multi-channel strategy in order to adapt to the saturation of traditional channels: cold calls, intrusive advertising,

inbound marketing. Partnerships come first (55%), followed by the use of the own website (51%), telephone prospecting (43%), events (43%) ³ .

Adrien Gaudez emphasizes the importance of diversifying lead generation approaches in the face of advertising saturation on social media. The obstacle is threefold:

• Intense competition. It makes it difficult to acquire advertising space.
• A constant increase in the cost of advertising auctions.
• Over-solicited prospects. They receive hundreds of ads on their feed every day.

Lead Management: A Balancing Challenge

As Adrien Gaudez points out, there are two pitfalls to avoid value for money when processing an order for 50 leads in a day:

• Bulk sending: Sending all leads at once to a team of five advisors creates an immediate overload. As a result, some prospects cannot be contacted quickly. Conversion chances decrease.
• Random distribution: without precise organization of shipments, certain periods may be overloaded, others remain under-exploited.

The challenge is to ensure a balanced distribution of leads throughout the working day in order to maintain a constant load, manageable by the teams.

Spamming: an obstacle to reaching prospects

According to Adrien Gaudez, “spamming is one of the major challenges in 2024.” Telecom operators and smartphone AI are reporting calls from prospecting companies as spam to users. The situation directly affects the reachability of leads , a key indicator in the sector.

It’s essential to establish transparent communication fresh list with prospects by sending preemptive emails and text messages before each call. These messages demonstrate the legitimacy of the call, even if it’s a spam alert.

The 2 key points to remember: