51% of decision-makers place the generation of qualifi leads as a top priority in 2024, a sign of the profound changes in the sector 1 . Relying on traditional approaches is no longer a viable option. Inde, 70% of decision-makers point to increas competition on the market as a factor influencing their activity 2 . Fac with the erosion of conversion rates associat with soaring acquisition costs, innovation is essential to continue to perform. What new technologies should be adopt to generate more qualifi leads? How can data, AI and creativity be combin to create personaliz 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 rcs data two main reasons,” explains Adrien Gaudez.
First, differentiate yourself from the competition . In a crowd market, basic lead generation has become standard practice. Any company can set up a simple form to collect information about potential prospects. However, innovation is essential to obtain highly qualifi (“warm”) leads. It helps sales forces focus their efforts on prospects who are most likely to convert into customers.
Then, adapt to regulatory constraints . The GDPR, the CNIL out a subscription form announcements: the purpose of guidelines on the use of personal data, the laws on telephone canvassing are constantly evolving. Innovation helps brands to be agile, responsive to regulatory changes, likely to disrupt the entire system.
The evolution of lead generation tools and approaches
Innovation in lead generation is manifest through a diversification of acquisition levers . In 2024, companies are favoring a multichannel strategy in order to adapt to the saturation of traditional channels: cold calls, intrusive advertising,
inbound marketing. Partnerships come b2b reviews first (55%), follow by the use of the own website (51%), telephone prospecting (43%), events (43%) 3 .
Adrien Gaudez underlines the importance of diversifying lead gen approaches in the face of advertising saturation on social networks. The obstacle is threefold:
- Intense competition. It makes it difficult to acquire advertising space.
- A constant increase in the cost of advertising auctions.
- Over-solicit prospects. They receive hundrs of ads on their fe every day.
Lead Management: A Balancing Challenge
As Adrien Gaudez points out, there are two pitfalls to avoid when ordering 50 leads to be process in one day:
- Bulk sending: Sending all leads at once to a team of five advisors creates an immiate overload. Result: some of the leads cannot be contact quickly. The chances of conversion decrease.
- Random distribution: without precise organization of shipments, certain periods may be overload, others remain under-exploit.
The challenge is to ensure a balanc distribution of leads throughout the working day in order to maintain a constant load, manageable by the teams.
