L'article
Maxime has been working at Infopro Digital Média since 2016 as Digital Advertising Manager. A specialist in B2B lead generation, he helps companies build their multi-channel digital strategies.
1. Have you noticed a change in purchasing behaviour in recent years?
Absolutely. For me, the major change in purchasing behaviour has been the arrival of Generation Z. With a very advanced digital culture in their private environment, massive and mature use of social networks, and a culture of constant evaluation (they are asked to evaluate and comment on everything…), they are much more demanding of their partners.
There is also a growing digital culture and a change in purchasing behaviour following the development of new tools. The rise of SAAS tools, mostly developed by start-ups in recent years, has shaken traditional players. Customers are increasingly independent, with a goldmine of resources available, such as online growth hacking training courses and intuitive, accessible tools. All these new tools can challenge the traditional LeadGen players, who need to reinvent themselves to enhance their added value for their customers.
2. What are the major issues facing your customers and prospects daily?
- The search for ultra-qualified contacts on their target buyers’ personas
It is essential for maximising the return on investment from lead generation campaigns. To achieve this level of qualification, sales staff need to work closely with marketing teams to define detailed KPIs and buyer personas.
- 360° partner search
It means finding strategic collaborations that add value to the entire customer journey.
- Sales reps’ lack of consideration for leads sent by marketing teams
It’s a phenomenon that can lead to a significant loss of sales opportunities. Over 40% of B2B salespeople believe that prospecting remains the most complex task they have to manage, particularly because the leads they receive “are of poor quality”[i], which leads to frustration and wasted time (and variable).
3. How have their prospecting methods changed?
Prospecting methods have evolved considerably, particularly with the arrival of new tools linked to AI. There are scraping tools, purchase intent analysis tools, prospecting tunnel automation tools and many others. Our customers naturally try to adopt these new tools in their marketing strategies, but very often call on us for our expertise in these areas to generate more results.
It’s also important to mention the growing importance of Social Selling, particularly on LinkedIn, where our in-house teams have a wealth of expertise.
4. What does lead generation mean in 2024?
For me, LeadGen in 2024 can be summed up in a single question: How can I bring out my customers’ products and services in the context of infobesity?
This means getting to know your targets much better and benefiting from sufficiently large data intents to respond as quickly as possible to their objectives.
5. In your opinion, what are the best levers for generating leads?
I wouldn’t say there is a single best lever, but rather a better strategy, which for me involves activating multiple channels (Social Selling, ColdMail, ColdCall…) and tailoring the copywriting to each audience.
Moreover, we are in a field where human interaction remains essential in exchanges with prospects. Against all expectations, ColdCalling remains an effective and high-quality lever!
6. What is most important for a successful lead generation system?
The most important thing is content and data. How do you create quality content tailored to each buyer persona? Good content is content that is adapted to the needs of its target audience.
Also, a key lever for the success of a campaign is strategic alignment between the Sales and Marketing teams, known as Smarketing (definition of the KPI, Buyer’s Personas according to sectors, quality of information expected by Sales, etc.).
[i] Étude réalisée par Crowd Research Partners