Innovation in lead generation: new strategies for performing

51% of decision-makers put the generation of qualified leads as top priority in 2024, a sign of profound changes in the sector1. Relying on traditional approaches is no longer a viable option when controlling thethe fundamentals of commercial performance70 % of policy makers point to increased competition in the market as a factor influencing their activity2. Faced with the erosion of conversion rates associated with the surge in acquisition costs, innovation is the key to continuing to perform. What new technologies are adopted to generate more qualified leads? How to combine data, AI, creativity in order to create personalized acquisition experiences? Decryption with Adrien Gaudez, director of innovation at hipto.

The importance of innovation in a competitive market

"Innovation is vital in our field for two main reasons," explains Gaudez.

First of all,differentiating from competitionIn a saturated market, basic lead generation has become a common practice. All companies can set up a simple form to collect information on potential leads. However, innovation is essential to get highly qualified leads ("hot"). It helps business forces to focus their efforts on the prospects that are most likely to turn into customers, notably through a more efficient and efficient approach to the production of lead.skillsKeep going.

Then,adapt to regulatory constraintsThe GDPR, CNIL's guidelines on the use of personal data, and the laws on telephone lockup are constantly evolving. Innovation helps brands to be agile, responsive to regulatory changes that can upset the entire system.

The evolution of tools, lead generation approaches

Innovation in the lead generation is manifested through adiversification of acquisition leversIn 2024, companies favoured a multichannel strategy to adapt to the saturation of traditional channels: cold calls, intrusive advertising, and the use of the Internet.

1https://www.actionco.fr/Thematique/strategie-commerciale-1218/Breves/La-generation-de-leads-priorite-des-directeurs-commerciaux-en-2024-460201.htm2https://www.actionco.fr/Thematique/strategie-commerciale-1218/Breves/La-generation-de-leads-priorite-des-directeurs-commerciaux-en-2024-460201.htm

partnerships are the leading market (55 per cent), followed by the exploitation of the own website (51%), telephone prospecting (43%), events (43%) and other activities (43 per cent).3.

Adrien Gaudez stresses the importance of diversifying LeadGen approaches in the face of advertising saturation of social networks.

• It makes it difficult to acquire advertising space.

• A steady increase in the cost of advertising auctions.

• They get hundreds of ads on their feed every day.

Lead management: a balancing challenge

As Adrien Gaudez points out, two pitfalls are to be avoided in the context of a 50 lead order to be processed during the day:

• L-mail group: forwarding all leads at the same time to a team of five advisors creates an immediate overload. Result: some of the leads cannot be contacted quickly. The chances of conversion decrease.

• Random distribution: Without precise organization of shipments, some periods may be overloaded, others remain underexploited.

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 and to optimize thecommercial performance.

Spamming: an obstacle to the reachability of prospects

According to Adrien Gaudez, "spamming is one of the major issues in 2024." The telecom operators or the smartphone's AIs report the calls of prospector companies as spam to users. The situation directly affects thelinkability of leads, a key indicator in the sector.

It is necessary to establish atransparent communication with prospectvia sending mail, preventive SMS before each call. The messages demonstrate the legitimacy of the phone call, even in case of spam alert.

The 2 key points to remember:

• In a context where the generation of qualified leads is the top priority of 51% of decision-makers, innovation makes it possible to stand out, adapt to regulatory constraints.

• Companies adopt a multi-channel strategy to address the saturation of traditional channels, with a preference for partnerships (55%), website operation (51%), telephone prospecting (43%), events (43%).

3https://www.actionco.fr/Thematique/strategie-commerciale-1218/Breves/La-generation-de-leads-priorite-des-directeurs-commerciaux-en-2024-460201.htm