Lead Generation: 3 Best Practices to Adopt

This morning, the breakfast co-organized by Incenteev and Innov’Com took place, with the theme “Lead generation: new tools to boost sales”.

Four experts shared their secrets to help you increase your sales.

Lead Generation: Increase Your Visibility

This morning’s conferences began with Julien Duhaubois, Sales Director of Companeo, who spoke to us about three tools to increase your visibility and thus your number of leads.

The first tool is Companeo Marketplace. This “marketplace” connects VSE/SME leaders with product and service providers. The advantage of a solution like Marketplace is that you will be directly visible to people looking for a solution like yours. This tool will allow you to generate leads throughout the year.

The second tool proposed by Julien Duhaubois is display, but not just any display: Display RTB, Real Time Bidding Display. Display should not be underestimated in lead generation; it is the second largest media in France and a very powerful lever for your brand awareness and visibility.

Display RTB, unlike classic display, operates on a space purchasing system with real-time bidding. What does it offer? It’s simple: real-time bidding display allows for three different levels of targeting: you can target the theme of the sites where you want to appear, user behavior, and you can also do semantic targeting of articles next to which you want to position yourself.

The audience generated through this means will therefore be highly qualified.

The third and final tool mentioned by Companeo is related to content marketing: webinars.

Generally, content marketing is a good idea to engage your prospects on core target topics. This can take the form of white papers, articles published on your blog, or external conferences.

Webinars are small conferences that you broadcast directly online. The advantage is that you can easily reach a large audience at a low cost, resulting in a significant ROI.
Webikeo allows you to very easily create and publish your webinars, while ensuring a relevant communication plan with your audience.

Companeo’s added bonus: don’t forget lead management.

Three figures were shared: in 78% of cases, the company that calls the prospect first signs the contract, which means you need to be very reactive in managing leads as soon as they arrive. 6: on average, it takes six calls to reach a lead, so you need to be persistent. 80% of prospects who haven’t signed within six months will restart their project and sign within 24 months; therefore, lead follow-up must be important, and even if no contract has been signed, leads deserve to be called back.

Lead Generation: Personalize Your Messages

We continued this morning with the intervention of Hervé Gonay, CEO of Get +. Hervé Gonay spoke to us about the four pillars of neo-marketing, namely:

• Personalization: today it is important to personalize messages according to prospect profiles and behaviors.
• Reactivity: this echoes Julien Duhaubois’s point; you need to reach out to a prospect immediately after they show interest.
• Smart data: it’s about knowing how to collect high-quality and rich information; obtaining the decision-maker’s contact and filling in all the information you have managed to obtain about their company will bring you a lot.
• Automation: as its name suggests, this involves setting up automatic follow-up mechanisms.

To disseminate a message, you have a multitude of possibilities with different values:

• Broad-reach short-term methods: this includes telemarketing, mailing, or display, for example. These are techniques that allow you to work the market intensively but in the short term.
• Long-term strategies: such as marketing automation, social selling, SMO (social media optimization), which allow you to send content over the long term.
• Targeted short-term methods: Adwords, lead purchasing, events, or retargeting, for example, will allow you to be massively present in the market but in a less aggressive way than broad-reach methods because they are more targeted.

According to Hervé Gonay, these targeted short-term methods are important in lead generation, especially retargeting.

Retargeting simply consists of sending a personalized message to a target that has already shown interest in your brand. This can allow you to convert a prospect into a lead and then into a customer.

Lead Generation: Correctly Identify Your Targets

We concluded this morning with the intervention of François Bancilhon, Co-Founder of Datapublica, who presented the C-Radar tool to us.
C-Radar is a very interesting tool for lead generation because it allows you to directly identify the companies to which you can sell your solution. This tool uses Big Data to collect available data on each company. Operating like a search engine, you just need to type in keywords relevant to you, and C-Radar will recommend targeted companies.

Generating leads is tedious and can be demotivating if it doesn’t work as desired. Gamifying this task by turning it into a challenge can be a good way to motivate your sales and marketing teams to generate more leads while having fun. Incenteev allows you to very easily create a challenge so that your teams generate leads and always more leads.

If you have found a miracle solution to generate a number of leads that exceeds expectations, feel free to share it with us below.