{"id":12060,"date":"2024-03-06T10:09:17","date_gmt":"2024-03-06T09:09:17","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/leadgen-les-solutions-qui-vont-reconcilier-votre-force-de-vente-avec-les-leads\/"},"modified":"2024-06-19T15:05:37","modified_gmt":"2024-06-19T13:05:37","slug":"leadgen-solutions-to-reconcile-your-sales-team-with-leads","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/leadgen-solutions-to-reconcile-your-sales-team-with-leads\/","title":{"rendered":"Lead Generation: solutions to help your sales teams generate leads"},"content":{"rendered":"\n<p>Today, more than half of all companies (53%) spend at least half of their marketing budget on lead generation. It has even become the top priority for 85% of organisations. Yet B2B salespeople continue to <strong>complain about the poor quality of the leads they receive.<\/strong><\/p>\n\n\n\n<p>How can you get your sales teams to make sense of the leads they receive? We have some answers\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-alignment-an-essential-prerequisite\">Alignment, an essential prerequisite<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">How can you reconcile your sales teams with your leads without tackling the alignment issue with marketing? This intractable problem, which has been plaguing sales performance for decades, has not been addressed, despite the rise of CRM in the 1990s, the &#8216;invention&#8217; of ABM in the 2000s and the emergence of Sales Enablement in the 2010s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-on-average-the-degree-of-alignment-between-sales-and-marketing-is\">On average, the degree of alignment between Sales and Marketing is\u2026<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">A new study by LinkedIn B2B Institute, involving 7,046 B2B companies, has produced a statistic that should send decision-makers, CMOs and CSOs alike, into a tailspin: today, <strong>the average degree of alignment between sales and marketing teams is 16% in the US (compared with 27% in France<a id=\"_ednref1\" href=\"#_edn1\"><strong>[i]<\/strong><\/a>).<\/strong><br>This leads to a cascade of malfunctions that hamper sales performance:<\/p>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>The content created by marketing is not fed by the sales team&#8217;s knowledge of the field. As a result, 65% of this material is never used by sales teams, and 40% end up creating their content, <em>for want of anything better<\/em>.<a id=\"_ednref1\" href=\"#_edn1\">[ii]<\/a><\/li>\n<\/ul>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Because the teams are misaligned, the targets addressed by sales staff have rarely been exposed to a marketing campaign. However, a B2B buyer will be 19% to 56% more receptive to a salesperson if they have already been exposed to a marketing message in the last 30 days (depending on the sector).<a id=\"_ednref2\" href=\"#_edn2\">[iii]<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"has-medium-font-size\">In the end, <em>&#8220;solidly aligned&#8221;<\/em> companies achieved average annual growth of 20%, compared with a decline of 4% for <em>&#8220;poorly aligned&#8221;<\/em> companies (Aberdeen Group study).<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-so-how-do-we-tackle-the-eternal-problem-of-alignment\">So, how do we tackle the eternal problem of alignment?<\/h2>\n\n\n\n<p>This paper is not intended to guide companies in their efforts to align their teams. Firstly, because there is no universal approach, but also because this ambition depends on the company&#8217;s culture, organisational structure and technological maturity.<br>There are, however, some <strong>good practices<\/strong> that are often found among alignment champions:<\/p>\n\n\n\n<ul>\n<li class=\"has-medium-font-size\"><strong>Opening up dense communication channels<\/strong> between Sales and Marketing (<a href=\"https:\/\/www.infopro-digital-media.fr\/en\/b2b-marketing-3-mistakes-undermining-your-roi\/\" target=\"_blank\" rel=\"noreferrer noopener\">editorial committees<\/a>, feedback from the field, marketing campaign KPIs, etc.)\u202f;\u00a0<\/li>\n\n\n\n<li class=\"has-medium-font-size\"><strong>Linking marketing KPIs<\/strong> to the <em>business <\/em>rather than to <a href=\"https:\/\/www.btob-leaders.com\/vanity-metrics-ces-kpis-discutables-qui-evaluent-le-succes-de-vos-efforts-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vanity Metrics<\/a>\u202f;\u00a0<\/li>\n\n\n\n<li class=\"has-medium-font-size\"><strong>Integrating tools and data<\/strong> to activate synergies (CRM, marketing automation, Sales Enablement, Customer Data Platform);<\/li>\n\n\n\n<li class=\"has-medium-font-size\"><strong>The &#8220;constant&#8221; agreement<\/strong> on the definition of a Sales Qualified Lead (SQL);<\/li>\n\n\n\n<li class=\"has-medium-font-size\"><strong>Development of a feedback<\/strong> culture and continuous improvement fuelled by feedback from the field.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-what-are-the-solutions-for-reconciling-sales-reps-with-leads\">What are the solutions for reconciling sales reps with leads?<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Aligning the Sales and Marketing teams is a fundamental task that is likely to occupy the company over the long term.<br>But there are levers that can be activated to <strong>improve the quality of leads<\/strong> passed on to the sales force and boost revenue generation in the short term. We have classified them according to their average ROI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-1-public-speaking\">1. Public speaking<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">While travel and bookings may seem expensive, the return on investment is unprecedented, since public speaking generates the equivalent of eight times its cost, according to this study carried out between 2018 and 2023.<a id=\"_ednref1\" href=\"#_edn1\">[iv]<\/a><br>This tactic can take a number of different forms, depending on the skills available in-house and\/or the messages to be conveyed: trade fairs, conf expo (keynote, round table at an event, case studies, co-development, etc.), podcast, online TV show, etc.<\/p>\n\n\n\n<p class=\"has-regular-font-size\"><strong>\ud83d\udca1 <\/strong>Le Talk Entreprise by Infopro Digital Media<br>A high-quality format, Talk Entreprise lets you invite up to 4 experts to a professional studio for a programme that showcases your expertise. The event is promoted at 360\u00b0: online, countdown, emailing, notifications before and after the event (<em>replay<\/em>) and promotion on our websites and newsletters.<em> <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/solution\/webinar\/?utm_source=blog&amp;utm_campaign=leadgen_1203&amp;utm_medium=article3\" target=\"_blank\" rel=\"noreferrer noopener\">Learn more<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-2-webinar\">2. Webinar<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">According to Forrester, 67% of B2B marketers have already adopted the webinar as a lead generation tool. It has to be said that the format has a lot going for it: it&#8217;s highly interactive, it&#8217;s generally popular with decision-makers and it can be based on content that has already been created (white papers, ebooks, articles, etc.).<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>\ud83d\udca1 Our &#8220;webinar&#8221; offer to generate qualified leads<\/strong><br>We&#8217;ll provide you with a fully-featured platform to launch your webinar independently and implement your communication plan (uploading, emailing, pre-event notification, replay promotion). <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/solution\/webinar\/?utm_source=blog&amp;utm_campaign=leadgen_1203&amp;utm_medium=article3\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Learn more<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-3-e-mail-marketing\">3. E-mail marketing<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Majority (59%) of B2B marketers say that emailing is the number one revenue-generating channel for their business<a id=\"_ednref1\" href=\"#_edn1\">[v]<\/a>. Emailing stands out as a powerful and essential tool, as it enables direct and personalised communication with prospects, thereby encouraging higher conversions.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>\ud83d\udca1 We generate exclusive leads for you<\/strong><br>We have the leading B2B database in France, proprietary, exclusive and active (6 months). We are able to mobilise 4 million <strong>intentional<\/strong> emails and more than a billion pieces of behavioural data to supply you with qualified leads (MQL and SQL) via emailing. <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/solution\/emailing\/?utm_source=blog&amp;utm_campaign=leadgen_1203&amp;utm_medium=article3\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Learn more<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-4-podcast\">4. Podcast<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The success of this format obviously depends on the content and its preparation, but it also depends a great deal on the personality and reputation of the presenter and\/or guest. It is a way of building audience loyalty, increasing brand awareness, positioning and legitimacy, and boosting sales.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>\ud83d\udca1 We offer 4 podcast formats to meet your needs <\/strong><br>Whether it&#8217;s a report, an interview, an insight or a documentary, we&#8217;ll showcase your expertise and help you find your voice so that your listeners start to look forward to what you have to say. Our 360\u00b0 approach to digital tools means we can integrate your podcasts into a genuine content strategy to increase their impact tenfold. <a href=\"https:\/\/www.infopro-digital-media.fr\/solution\/contenus?utm_source=blog&amp;utm_campaign=leadgen_1203&amp;utm_medium=article3\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Learn more<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-5-social-networks-paid-and-organic\">5. Social networks (paid and organic)<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">It&#8217;s relatively easy to set up an organic presence on LinkedIn, and it&#8217;s an excellent way of boosting brand awareness.<br>However, when the main purpose of using social networks is to generate leads, paid advertising becomes necessary. They deliver rapid results, but can quickly incur high acquisition costs if they are not controlled.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>\ud83d\udca1 Our social media experts can help you optimise your campaigns<\/strong><br>Our social networking services range from content creation to media coverage, with advice from our specialist teams at every stage (within budget) and the backing of our 35 B2B media brands. <a href=\"https:\/\/www.infopro-digital-media.fr\/solution\/contenus?utm_source=blog&amp;utm_campaign=leadgen_1203&amp;utm_medium=article3\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Learn more<\/em><\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[i]<\/a> Infopro Digital Lead Barometer<\/p>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[ii]<\/a> <a href=\"https:\/\/www.btob-leaders.com\/les-commerciaux-face-a-lemergence-du-super-acheteur-b2b\/\">https:\/\/www.btob-leaders.com\/les-commerciaux-face-a-lemergence-du-super-acheteur-b2b\/<\/a><\/p>\n\n\n\n<p><a id=\"_edn2\" href=\"#_ednref2\">[iii]<\/a> <a href=\"https:\/\/www.btob-leaders.com\/catastrophe-dans-le-b2b-en-moyenne-le-degre-dalignement-sales-marketing-est-de-16\/\">https:\/\/www.btob-leaders.com\/catastrophe-dans-le-b2b-en-moyenne-le-degre-dalignement-sales-marketing-est-de-16\/<\/a><\/p>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[iv]<\/a> <a href=\"https:\/\/firstpagesage.com\/seo-blog\/the-best-lead-generation-channels-ranked\/\">https:\/\/firstpagesage.com\/seo-blog\/the-best-lead-generation-channels-ranked\/<\/a><\/p>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[v]<\/a> <a href=\"https:\/\/www.mailmodo.com\/guides\/b2b-email-marketing-statistics\/\">https:\/\/www.mailmodo.com\/guides\/b2b-email-marketing-statistics\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, more than half of all companies (53%) spend at least half of their marketing [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":11068,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[93],"tags":[],"thematique":[185],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.5 (Yoast SEO v19.10) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How can I reconnect my sales team with leads?<\/title>\n<meta name=\"description\" content=\"B2B sales reps still complain about the poor quality of the leads they receive. How can they be reconciled with lead generation? Here are some answers...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.infopro-digital-media.fr\/en\/leadgen-solutions-to-reconcile-your-sales-team-with-leads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lead Generation: solutions to help your sales teams generate leads\" \/>\n<meta property=\"og:description\" content=\"B2B sales reps still complain about the poor quality of the leads they receive. How can they be reconciled with lead generation? 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