Prospecting involves finding new customers for a business. It is an essential commercial activity for the sustainability of the company. In B2B, purchasing journeys are sometimes long and complex. It is also necessary to mobilize several channels to contact prospects.
Prospecting software makes it possible to centralize information and automate part of the processes to generate qualified commercial leads and transform them into customers.
Prospecting software is a tool that makes it easier for a business to find new customers. It is used to continuously feed the commercial pipeline and identify short-term projects with clients. It also makes it possible to collect and centralize information on prospects, so that salespeople can contextualize the contact and maximize their performance.
Today, prospecting is available on numerous commercial tools and channels . Companies prospect on the web, on social media, by telephone, by email, at trade shows. A prospecting solution makes it possible to adopt omnichannel management of prospecting actions. In other words, it guarantees the consistency of actions thanks to the centralization of data and the overall management of commercial activity.
The first functionality of prospecting software is the construction of a prospects database. Regardless of the prospecting methods used by the company, the tool centralizes contact data.
It contains both profile information (contact identity, position held, company, email address, telephone number, etc.) and behavioral data (interaction history, maturity level assessment, lead scoring, etc.).
Centralizing this information in a single tool then makes it possible to:
Prospecting is not just about handling prospects by sales teams. Upstream, you must create a continuous flow of prospects, a commercial pipeline. The prospecting software therefore covers all stages of the conversion tunnel, from the first contact to closing. These software are real tools that also act as facilitators of marketing activity.
When prospects are cold or still in the discovery phase, they don't know the company and are only just beginning to identify their problem. At this stage, their purchase intention is low. They are therefore not ready for immediate commercial support. Your salespeople will also be better employed doing what they do best: closing sales with hot prospects.
Marketing automation (and particularly email marketing automation ) will make it possible to automatically process leads that are not yet mature.
In your prospecting tool, you can program automated email sequences to mature prospects and assess their purchasing intention.
By using dedicated commercial software for prospecting, you will also benefit from the lead scoring functionality. Lead scoring consists of assigning a score to the prospect, corresponding to their maturity level. For each interaction with your emails or the content of your site, the prospect receives points. For example, +10 if they click on a link in an email or -5 if they did not open the message.
When the lead reaches a previously defined score, it is considered mature enough for a sales qualification call. The prospecting tool automatically triggers the relay between marketing and sales.
Using a B2B prospecting tool facilitates the management of commercial activity. In fact, it allows salespeople to very quickly identify mature prospects who should be contacted as a priority.
In addition, each prospect sheet summarizes the history of interactions. When the salesperson prepares his call, he knows exactly which marketing messages the prospect reacted to. This information is very useful for personalizing and contextualizing the contact.
The interest of prospecting software also lies in its functionalities and reporting tools. Indeed, a commercial strategy is based on precise objectives. When implementing the strategy, sales managers also determine KPIs to monitor the performance of the actions carried out.
The prospecting tool allows you to generate reports and dashboards to monitor campaign results in real time and, if necessary, readjust the action plan.
For most companies, generating sales leads is the priority marketing issue. The goal, obviously, is to continuously supply sales teams with qualified leads. A prospecting solution meets this challenge.
Automating marketing and/or sales emails helps mature leads. Thanks to this type of campaign, you can obtain very good conversion rates even when working on cold emailing logic. To do this, you need to have an up-to-date contact base and segment it according to your business objectives and your target customer types.
Then, automated workflows are used to:
Once a purchasing intention has been detected in a prospect, through the lead scoring functionality, the lead can be transmitted to the sales teams at the right time and under optimal conditions.
In B2B, sales cycles can be long and complex. The advantage of software is that it shortens the cycle.
Automating email scenarios saves time for marketing and sales teams. Leads that cannot be handled immediately by salespeople remain in the pipeline and the conversation continues with them. The hottest leads are taken care of immediately by salespeople, with no latency.
Thus, the conversion mechanism is continuous. Salespeople can focus on closing. But, at the same time, marketing efforts continually generate new business opportunities.
Magileads solution covers all the needs of companies in terms of B2B commercial prospecting . Indeed, its many features include:
With a single tool, you can manage all stages of the customer journey, from first contact to purchase.
With a single tool, you can manage all stages of the customer journey, from first contact to purchase
With a single tool, you can manage all stages of the customer journey, from first contact to purchase
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