Résumé:
As the business environment continues to evolve, communication channels play a crucial
role in linking businesses with their potential and existing clientele, collaborators and
suppliers. These channels can be divided into two main types: traditional and digital.
traditional communication channels, such as print media, billboards, television, and radio,
have been employed for years to advertise products and services, convey brand ethos, and
attract new clients. digital channels on the other hand, encompassing email, websites, social
media, and online advertising, hold the promise to significantly boost customer relationship
management, lead generation, and conversion rates in the business-to-business sector. The
emergence of digital technologies has prompted an evolution of traditional prospecting
techniques, giving rise to a combined model that capitalizes on the strengths of both types.
This study explores the pivotal role that digital channels play in the prospecting of new
clients within the B2B sector. It investigates how various digital communication channels and
platforms can be leveraged to identify and engage potential clients, thereby enhancing the
effectiveness and efficiency of marketing strategies in the B2B landscape. Our study
employed a mixed-methods approach, Research methods include descriptive and analytical
methods, with constructing a comprehensive digital inbound strategy which incorporated
three digital channels: social media, the company's website, and email marketing. Upon the
conclusion of our research, we were able to substantiate the efficacy of these digital channels
in prospecting new clients within the B2B sector, by quantifying the key performance
indicators for each channel.
