Faced with the many channels available to prospect in BtoB, it can be difficult to choose your method. What are the best performing channels? On which channel are your prospects ready to listen to you? Which ones get an ROI the fastest? Here are the types of questions you can ask yourself.
In terms of prospecting, there are two main approaches today. You have the choice between attracting your prospects to you or going looking for them. In the first case, we talk about inbound. In the second, we can talk about outbound or cold campaigns (cold emailing, cold phoning). Today, acquiring new customers pushes you to combine these two approaches. But how do you choose the right channels for your business?
B2B prospecting: how to choose your channels?
The number of prospecting tools available online continues to grow. But you still have to choose the right channel according to your target . Yes! It is essential to choose the right channel based on a clearly defined target to succeed in your prospecting campaign. Not to mention that you also need to adapt it to your prospecting plan.
Without further ado, we will introduce you to the main B2B prospecting channels to adopt:
Digital channels
Companies use digital channels to get in touch with their customers or prospects. They can transmit information through digital communication. These channels are extremely varied, but it should be noted that it is not necessary to be present on each of them to have a strategy that works.
Here are 4 digital channels that are still as formidable and effective over time:
1 – Emailing
Many people think that technical emailing, such as newsletters or others are largely outdated. Yet, it is one of the channels that still converts the best. With an ROI of $36 for every dollar spent. It is estimated that email marketing revenues will reach nearly $11 billion by the end of 2023 (Statista, 2021). So many reasons that show that emailing is still very profitable.
With a quality email base , with qualified prospects and with good content that perfectly responds to the real problems of your prospects, inevitably, you will have excellent results. Emailing is therefore essential for your marketing strategy. Mastering the techniques is essential to make it more efficient and cost-effective. If you encounter blockages, our experts can help.
2 – Social networks
Companies in the 21st century risk missing the point if they don't integrate social media into their marketing strategy. When we talk about digital channels, we often think of social networks. These can help you gain visibility with your new customers and prospects.
Also, it is important to note that it is not necessary to be present on all existing networks. Indeed, your choice will largely depend on your Persona. For example, it is useless to be present on Facebook if your target customer is not even present there or is not looking for the solution to their problem on that particular channel. So remember to work on your Persona before even looking at your communication strategy on social networks!
Social platforms promote interactions between companies and their targets. Here are two networks to focus on for your B2B prospecting :
- LinkedIn:
LinkedIn is very effective for BtoB prospecting. It remains the best BtoB channel for social networks and remains the favorite of professionals. This network is dedicated to networking and digital communication between professionals. LinkedIn currently has more than 660 million members, including about 17 million in France. These figures alone are enough to encourage sales representatives to develop their prospecting on the network.
There are different ways to prospect on LinkedIn: inbox messages, publication in groups, publication of good content, contact with your visitors…
LinkedIn has been constantly evolving in recent years. It allows you to develop your visibility, but above all to position yourself as an advisor to your prospects and customers. The secret is to position yourself as an expert!
3 – Phoning
Phoning or telephone prospecting refers to direct marketing actions carried out by telephone.
Companies are not always forced to use the Internet to increase their visibility. The phone call remains an effective way to acquire new customers, especially when applied to qualified prospects. According to a study conducted by Salesforce, 100% of customers and prospects use the phone at some point in the buying process. This shows that phoning remains a good prospecting channel.
4 – The chatbot
The chatbot is also an excellent prospecting tool insofar as it allows you to refine the needs of prospects. Then, the most relevant expectations are relayed to the agents in charge of closing .
If properly configured, the chatbot can be a great asset. Above all, it is a conversational tool that can take over during your absence. He takes care of the first contacts with your potential customers. In addition, it collects information for you that will allow you to pre-qualify your leads . It will then be easier for you to contact them again to offer them your offer later.
Physical channels
These are communication channels that allow direct contact with curious and open visitors. The latter can come spontaneously when they are looking for information or solutions. It is therefore a prospecting channel not to be neglected.
In this category, we can find: trade shows and business events.
1 – Trade shows:
It is a thematic event that brings together exhibiting service providers and trade visitors from the sector in one place. It can be a direct marketing fair, catering, construction, professional training, etc.
A trade show usually includes an exhibition part (service provider stands) and a conference part (marketing definition).
Here is a list of some BtoB fairs that will take place very soon in France:
- VivaTechnology (September 15-18, 2022 in Paris, France)
- Paris Retail Week (20, 21 and 22 September 2022 in Paris, France)
- RIM – The International BtoB Marketing Meeting (September 29, 2022 in Cély, France)
- ONE TO ONE – iMedia Brand Summit (4, 5 and 6 October 2022 in Biarritz, France)
- Fair Solutions (October 11 and 12, 2022 in Paris, France)
2 – One-to-one business events:
One-to-one business events are intended to promote and develop exchanges between professionals in the same sector of activity in the same place, over a short period of time. They promote the meeting of potential customers. It is clear that the presence of many decision-makers is an opportunity to win over potential buyers.
A one-to-one meeting at an event is a business meeting, often scheduled in advance, that allows a decision-maker and provider to meet for a limited time. The service provider can then present its offer and offer the decision-maker its assistance.
You can take advantage of a lot of possibilities:
- Promote your products or services;
- See what your competitors are offering;
- Boost your sales;
- Meet and identify new contacts;
- Build customer loyalty;
- Immerse yourself in market trends;
- Keep abreast of the latest innovations…
One-on-one meetings increase the opportunity to get to know your prospects better, provide a better customer experience, engage them, and even more so convert them.
TheBigBoss, for example, offers a connection between decision-makers and service providers thanks to a project matchmaking technology. There is also Heavent Meetings, whose main objective is to promote direct” face-to-face » meetings between exhibitors and decision-makers through pre-organized and highly qualified meetings before the event in a friendly atmosphere.
Note that through its multi-tenant and multichannel platform, Magileads gives you access to all the tools you need to carry out your commercial prospecting. You will choose the most appropriate scenarios and channels for your marketing strategy. As a bonus, you will have an Integrated PRM that allows you to easily increase your conversion rates.
