51% of decision-makers place the generation of qualified leads as a top priority in 2024, a sign of the profound changes in the sector1. Relying on traditional approaches is no longer a viable option. Faced with the erosion of conversion rates associated with soaring acquisition costs, innovation is essential to continue to perform. What new technologies should be adopted to generate more qualified leads? How can data, AI and creativity be combined to create personalized acquisition experiences? Decryption with Adrien Gaudez, Director of Innovation at hipto.
The importance of innovation in a competitive market
“Innovation is vital in our field overseas data for two main reasons,” explains Adrien Gaudez.
First of all, to differentiate yourself from the competition. In a saturated market, basic lead generation has become common practice. All companies can set up a simple form to collect information on potential prospects. It helps sales forces focus their efforts on prospects most likely to convert into customers.
The GDPR, the CNIL guidelines on the use of personal data, and the laws on telephone canvassing 26% completion rate are constantly evolving. Innovation helps brands to be agile and responsive to regulatory changes that could disrupt the entire system.
The evolution of lead generation tools and approaches
Innovation in lead generation is manifeste through a diversification of acquisition levers.
inbound marketing. Partnerships china business directory come first (55%), followed by the use of the own website (51%), telephone prospecting (43%), events (43%)3.
Adrien Gaudez underlines the importance of diversifying lead gen approaches in the face of advertising saturation on social networks. The obstacle is threefold:
Intense competition. It makes it difficult to acquire advertising space.
A constant increase in the cost of advertising auctions.
Over-solicited prospects. They receive hundreds of ads on their feed every day.