How to carry out a commercial prospecting campaign?

Commercial prospecting is an area in which many professionals stumble.

The problem ? Finding prospects who are interested and ready to start a conversation is not as easy as you think. Every day, hundreds of messages, calls and emails get lost in the shuffle, and your efforts risk being drowned out in this flood of requests.

Going to the trouble, investing the time, and ending up getting only vague answers or total silence, you find that frustrating, right? There's nothing worse than feeling like your efforts are in vain, and that's often when you wonder if prospecting is really worth it.

I wouldn't be writing this article if I didn't have a solution. 

The key to a successful prospecting campaign lies in a more targeted, more authentic and better structured approach. This guide will show you how to transform your efforts into concrete opportunities and create lasting links with your prospects using different communication channels.

Ready to change the game?

What is a commercial prospecting campaign?
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A sales prospecting campaign is much more than sending emails or making phone calls. It’s a well-thought-out strategy for attracting new leads, starting conversations, and ultimately turning those leads into loyal customers. The goal is to target the right people at the right time, with the right message.

Why is this essential for sales teams?

A prospecting campaign allows you to give management and organization to your business efforts. It serves as an action plan for knowing who to approach, how to do it and what message to use.

A structured approach can make the difference between prospecting that goes in circles and prospecting that generates results.

The impact of a well-planned and executed prospecting campaign on the conversion rate

When a prospecting campaign is well thought out and executed, the results are often impressive. The conversion rate (i.e. the proportion of prospects who actually become customers) can increase significantly.

For what ?

Because a targeted and effective campaign prevents you from wasting time with prospects who are not interested or not qualified. It optimizes efforts and maximizes the chances of success.

Some key benefits of a well-run campaign:

• Better targeting: you approach the right people, with the right message, at the right time
• Increased Conversions: Fewer leads lost along the way, leading to more sales
• Saves time: Proper planning allows you to focus efforts on actions that really work

What are the advantages of digital commercial prospecting?

Today, commercial prospecting has become largely digital. If, at one time, prospecting meant going door to door or sending emails manually, it is now done through digital tools that make the process much easier.

• Instant Accessibility: Reach prospects on a global scale without leaving your desk (did you know? With Humanlinker, you can hold a database of over 700 million contacts. Yes, you read that right! More info In This item) 
• Automation of tasks: save time thanks to tools that automate sending messages or tracking contacts
• Analysis of results: real-time monitoring of actions taken, allowing the strategy to be quickly adjusted
• Personalized approach: With segmentation tools, you can personalize your messages for each prospect, increasing the chances of engagement

A well-constructed commercial prospecting campaign is essential to boost your sales. And with the digital tool at your fingertips, you can reach your prospects more efficiently and accurately.

How to succeed in a commercial prospecting campaign?

Organizing your prospecting well can transform a business. It will allow you to clearly define the marketing strategy, sales techniques and commercial actions required to achieve your objectives. So what are the steps and tips to follow?

What are the stages of prospecting?

To properly prepare the campaign and have a solid prospecting file, you need:

1. Identify and understand your target

Before even organizing your commercial prospecting plan, it is necessary to know who you want to reach and how to define your objectives. Know your target is the first step. It's like trying to meet someone at a coffee shop: you better know if you want to chat with a literature lover or a sports fan, right?

Understanding the needs, behaviors and expectations of your prospects will allow you to offer them the right solution at the right time. The key? segment to better personalize.

2. Create the message and sales pitch

A personalized and well-designed message is essential to capture the attention of prospects. A speech that highlights the concrete advantages of the offer creates a link with the target. Points to keep in mind:

• The added value of a well-promoted offer
• A clear and impactful message, focused on the needs of the prospect
• A human and accessible tone to build trust.

3. Choose prospecting channels

Each prospect is different, and therefore each communication channel must be chosen according to your target. You can use a combination of channels, like email, phone calls, social media, or even physical events.

Communication channels like LinkedIn or email marketing are perfect for more targeted prospecting, while the telephone can be ideal for more personal exchanges. The secret lies in variety and tailoring to your prospects.

4. Create the campaign 

Once you have chosen your channels, all you have to do is create your campaign, that is to say the sequence of content that you will send to your prospects. 

5. Track and analyze results

Tracking results is essential to fine-tune the campaign. This helps you know what is working and what needs adjustment. Some things to follow:

• Response rate and prospect engagement
• The effectiveness of messages sent: should we adjust?
• The conversion rate to evaluate concrete results
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How to target the right prospects?

Targeting the right prospects is essential to focus efforts on those who truly have potential. Several criteria can define your ideal client:

• Segmentation of business sectors : target sectors that are likely to be interested in the offer
• The prospect profile : definition of criteria specific to each prospect (company size, role of decision-makers, etc.) to be integrated into your database
• Lead Qualifications : use of tools to assess the potential of your target audience 
• Exploitation of behavioral data : analysis of interactions and purchasing behaviors to identify the most engaged prospects.
• Geographic proximity : prospect customers near your location, especially if your offer is local or regional.
• Purchasing cycles : adapt your prospecting according to the best times for purchases.

The importance of personalization in the commercial prospecting campaign

A generic message is unlikely to captivate a prospect. On the other hand, a personalized approach shows that one understands their specific needs, thus strengthening commitment and trust.

Emails or messages that include details about a prospect’s needs or challenges create immediate impact. This gives the impression that the interlocutor has been listened to, which promotes better interaction. As it is written in This item, “According to one study, commercial personalization can increase response rates by 50% and conversion rates by 10 to 15% in prospecting. This proves the importance of this approach in this increasingly competitive environment.” 

A prospect will feel more inclined to respond positively if the communication seems tailor-made: increasing conversion often requires precise personalization.

Techniques to personalize effectively 

Here are some techniques to make your messages original and personalized: 

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• The use of first names and references to the prospect's recent accomplishments.
• Adapting offers according to the sector of activity or identified priorities.
• The creation of tailor-made scenarios based on CRM tools.
• Adding a personalized video or voice message to stand out.
• The adoption of tone and vocabulary to that used by the prospect.

What prospecting techniques are effective?

For effective prospecting, you have the choice between different approaches and this will depend on how you adapt to your target and the communication channels.

• If you do prospecting on LinkedIn, it’s ideal for initiating professional conversations and building strong relationships. This is part of social selling and other platforms like Twitter or Instagram can be used to interact with prospects.
• Regarding the canvassing, you have cold calling. In the same category, you also have cold emailing, and unlike cold calling, this time, it is through personalized emails to more or less unknown prospects.
• THE online events are also very effective, for example, webinars and workshops, to share added value while interacting directly with qualified prospects. 
• Other prospecting methods consist of offering educational content, such as white papers, of the case studies or practical guides downloadable to attract prospects interested in your expertise.

By using these different prospecting techniques combined with a good sales speech, you put all the chances on your side for optimal prospecting and converting prospects into customers.

What tools should be used for digital prospecting aligned between marketing and sales in 2024?

The best results in prospecting are based on collaboration between marketing and sales teams, supported by effective tools.

• CRM like HubSpot or Humanlinker : these tools centralize prospect data and ensure consistent monitoring of your sales management. They enable quality marketing automation by providing qualified leads to salespeople, while facilitating the personalization of approaches using a prospecting script.
• Automation tools like Lemlist : Ideal for segmented campaigns adapted to each target, while freeing up time for quality interactions.
• Performance analysis platforms: Measuring campaign effectiveness helps adjust strategy and maximize efforts.
• Chatbot like Drift : They engage visitors on your website in real time, answer their question and identify qualified leads.
• Pipedrive : an effective platform for visualizing your sales pipeline and prioritizing your sales efforts.

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Alignment also affects these following practices:

• Fluid communication between teams makes it possible to adapt the sales message based on marketing data.
• Feedback from salespeople enriches marketing campaigns, creating a continuous improvement loop.
• A unified strategy ensures prospects receive a consistent message from first contact to closing.

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In 2024, the use of modern tools combined with collaboration between marketing and sales will increase conversions while providing an optimal customer experience. 

PS: you can manage these elements with a single tool: Humanlinker.  

• analyze your contacts
• create your prospecting campaign
• automate most of your tasks 
• personalize each message 
• analyze your performance

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To test for free, click here 👇

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How to measure the success of a commercial prospecting campaign?

Launching a prospecting campaign is good. Knowing if it really works is even better. But how can we evaluate whether the efforts invested yield concrete results? This is where key performance indicators (KPIs) come into play.

Figures that speak

Rather than relying on impressions, hard data provides a clear picture of what’s working and what needs improvement. Evaluating results helps optimize future campaigns and focus resources on what produces the best returns.

Some essential KPIs:

• Response rate : indicates how many prospects reacted to your messages.
• Conversion rate : measures the proportion of prospects transformed into opportunities or customers.
• Cost per lead : calculate how much each acquired lead actually costs you.
• Return on investment (ROI): compares the revenue generated to the investment in the campaign.
• Length of sales cycle : tracks the time it takes to convert a prospect into a customer.

Tools to monitor these indicators

Prospecting tools like Humanlinker, Hubspot or Salesforce help collect and analyze this data. Automatic reports save time while providing an overview.

The importance of qualitative monitoring

Beyond the numbers, prospect feedback matters. 

Did they find your messages relevant? 

What motivated them to respond or, on the contrary, ignore your approach?

Do not hesitate to ask them for feedback regarding your approach, why not from your customers directly. Users love to give their opinions! 

Adopt an agile approach

Analyzing the results should not be a simple formality at the end of the campaign. By regularly measuring performance, it becomes possible to adjust tactics along the way and improve the chances of success.

A well-measured prospecting campaign is not only a lever to achieve your objectives, but also an opportunity for continuous learning to improve your future strategies.

How to integrate artificial intelligence into a commercial prospecting campaign?

Artificial intelligence (AI) is transforming sales prospecting, providing powerful tools to automate, personalize and improve campaigns. Using AI in your prospecting strategies is becoming essential to optimize salespeople’s time and improve results.

Importance of technological tools in campaign management and monitoring

Technological tools play a crucial role in managing prospecting campaigns. AI makes it possible to process large amounts of data quickly and efficiently, which would be impossible to do manually. It analyzes prospect behavior, identifies the best opportunities and helps prioritize actions. This not only saves time, but also makes prospecting more targeted and efficient.

Why does this work?

• More precise management of prospects thanks to automated scoring.
• Monitoring interactions in real time, adjusting strategy as you go.
• Detailed report on campaign performance.

How can technological tools help automate certain tasks?

AI tools offer automation that frees salespeople from repetitive tasks. Sending personalized emails, managing reminders, tracking prospects and even making appointments can be automated.

This allows teams to focus on what matters most: human interactions and conversion.

• Sending personalized messages based on the prospect's actions.
• Appointment scheduling without manual intervention.
• Automatic tracking of leads based on their engagement level.

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For example, this message was sent automatically: 

The advantages of using technological tools for prospecting

Technological tools, especially those based on AI, offer many benefits in prospecting. 

First of all, they allow save time by automating tasks that usually take a lot of effort. Now you know! 

Then they bring a lot of precision in your campaign, especially when it comes to prospect targeting and data analysis.

Finally, AI allows personalization finer-grained messages, making interactions with prospects much more relevant and engaging.

What are the key benefits?

• It improves the efficiency of sales teams.
• It increases the conversion rate through better personalization.
• It optimizes human resources, allowing you to focus on the most promising prospects.
• It increases lead generation, that is, capturing the contact details of contacts who have expressed an interest in the company's services or its products. 
• It amplifies the reach of inbound marketing, which consists of naturally attracting prospects through relevant content, by automating their qualification and optimizing the targeting of opportunities. 

The integration of AI into commercial prospecting is no longer an option, but a necessity to remain competitive.

Commercial prospecting is not just about looking for new customers, it is the art of building solid relationships that boost sales. Every step counts, from knowing your target well to personalizing your messages so they really resonate.

Finding the right prospects means focusing your efforts where it pays, while alignment between marketing and sales ensures that everyone speaks the same language.

Using the right tools, particularly digital ones, allows you to automate certain tasks to save time and better monitor your progress.

And where it gets interesting is with artificial intelligence: it helps analyze data to refine your approach and increase your chances of success. By combining technology and a human approach, you transform simple prospecting into a real growth engine for your business.

A well-thought-out and well-executed strategy makes all the difference: it’s up to you!