Entreprise de génération de leads B2B

A business lead can be a potential customer.  Finding customers and those who may be future customers is an important part of corporate strategy.  Known as “Lead Generation,” this process is important and often overlooked.  Companies that select and target customers tend to be more profitable.  They can better manage Customer Acquisition and Retention Costs.

Understanding and implementing Lead Generation processes are critical.  Increasingly, technology supports this lead generation process.  But knowing who is your core customer is where SIS comes in.  SIS also provides value in niche markets such as Industrial markets, where there are specialized buyers that technology cannot easily identify.

Comprendre la génération de leads

When one person asks a question, such as making an inquiry, about a product or service there may be no intention or capacity to make a purchase. But another person may be directly or at least to some extent involved in the decision to do so.

Exemple: You might be interested in cars and explore online and offline for the latest photos, brochures, features and prices of new ones. Maybe even take a test drive. But unless you go beyond gathering information to satisfy your curiosity, you are not really a lead. If however, your latest phone bill is through the roof and service is faulty, and you are actively seeking an alternative supplier to obtain detailed comparisons to your current service provider, you have become a lead. In fact, if a salesperson reaches out to you with an offer that better meets your needs, you have become a “qualified” lead.

Par conséquent, la génération de leads implique essentiellement d’attirer l’attention et l’intérêt de prospects qualifiés suffisamment pour qu’ils en apprennent davantage sur un produit ou un service et s’engagent dans un processus avec une entreprise qui, espérons-le, se transformera en achat.

Comment les leads sont-ils générés ?

Your approach will depend on whether you sell to consumers or to other businesses, online or offline.  Nearly every marketer will use some, or maybe even all of the following to begin the process:

• SEO (optimisation des moteurs de recherche)
• SEM (marketing sur les moteurs de recherche)
• PPC (paiement par clic)
• Bannière publicitaire
• Salons professionnels (réels ou « virtuels »)
• Conférences (par exemple présentations, expositions)
• Webinaires
• Contenu (livres blancs, blogs, études de cas)
• Publicité imprimée
• Courrier direct
• Marketing par e-mail (par exemple, newsletters)
• Médias sociaux (par exemple Twitter, Google+, Facebook, Instagram)
• Marketing mobile
• Télémarketing (suivi des demandes de renseignements afin de déterminer qui est « qualifié » pour acheter)
• Vidéos (par exemple YouTube)

Comment générer des leads qualifiés ?

Maximizing the number and percent of leads from qualified buyers is a primary goal of lead generation. The challenge is to determine which lead generation techniques yield the biggest bang for the buck.

Que ce soit dans un environnement B2C ou B2B, l'une des clés d'une bonne génération de leads est de fournir une valeur réelle, ou du moins perçue, en échange du temps d'une personne.

1. Fournir des informations sur un produit ou un service ou sur votre entreprise qui donnent envie d'en savoir plus et de vous inclure dans leur « ensemble de considérations », par exemple les spécifications, le prix catalogue, les couleurs, les tailles, la disponibilité, le délai de livraison ; accréditation, années d'activité, nombre d'emplacements ?
2. Une approche différente implique l'éducation ou l'instruction – les exemples incluent un webinaire, un livre blanc, une copie d'une présentation de diapositives ou une étude de cas qui montre comment utiliser ou faire quelque chose. Cela véhicule généralement un sentiment d’autorité, d’expérience ou de connaissances qui crée une image positive de votre entreprise.

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Comment la recherche peut-elle vous aider à prioriser et à améliorer vos méthodes de génération de leads ?

Qu'elles soient effectuées en interne ou en sous-traitance, de nombreuses informations peuvent être collectées et analysées via une courte enquête. Il serait très utile d'avoir les réponses à des questions telles que celles-ci :

What problems are prospects trying to solve (or what are their needs)? What specific information will they find valuable and/or need to know in order to make a decision? Where do your prospects go to find information about the kind of products or services you provide? How would they like the information delivered(e.g., online, via email, in person?) How often do they want to hear from you? What is their timeframe? What is their budget? What level of authority do they have to make the purchase? Is anyone else involved in the purchase decision? Is it a new, first time purchase? Are alternative suppliers being researched? (If so, for competitive purposes, which ones?)

Quelles techniques de génération de leads sont les meilleures pour votre entreprise ?

Market Research can go beyond getting the answers to the above questions by helping in the design, conduct and measurement of different approaches. For example, A/B or multivariate testing can be used to find out the impact on lead generation of elements in a print or website ad or message (Caution: there can be a staggering number of variables!)

Which words are more effective? Does the inclusion of an image, graphic or photo matter? – of a product and/or people? What kind of people? an individual or group/family? What about the size, layout, and positioning of its elements? Is contact information (website’s URL, email address, or phone number) present and discoverable? Is there a clear call to action? (It is so important to let the prospect know what to do!)