Le Manager
Volume 12, Numéro 1, Pages 509-530
2025-06-30
Evaluation Of The Performance Of B2b Prospecting Campaigns: Multi-channel Analysis And Strategic Recommendations
Authors : Douidene Leila . Amalou Waffa .
Abstract
This article investigates the performance evaluation of B2B prospecting campaigns through a multi-channel approach, focusing on phoning, emailing, and social selling. Based on a real-life case study conducted within a marketing research firm, it combines documentary research and semi-structured interviews to assess channel effectiveness using key performance indicators (KPIs). The findings highlight discrepancies between expected and actual results, particularly in digital channels, while underscoring the strong conversion potential of phoning. Strategic recommendations are proposed to enhance prospect engagement and improve future campaign outcomes, notably through better CRM usage, content optimization, and data quality improvement. The study provides actionable insights for practitioners aiming to boost their B2B acquisition strategies.
Keywords
Prospection commerciale, mesure de performance, Key Performance Indicators (KPI), phoning, mailing, social selling, conversion des prospects, stratégie de prospection.
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