THE CONTRIBUTION OF DIGITAL CHANNELS IN PROSPECTING NEW CLIENTS IN THE B2B

Abstract

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.