Proposition of a lead generation strategy for a B2B operating company: case company La Team

Abstract

The number of marketing agencies and communication firms in Algeria is growing steadily, and as a result the competition for clients is becoming increasingly difficult. Despite the transformation of the digital ecosystem in the country, the majority of agencies rely on word of mouth and consultation with other competitors to sign a client, including La Team. In our research, we addressed the concepts related to online lead generation with the aim of clarifying them through literature research. We also conducted qualitative research based on semi-directive interviews with digital marketing experts to highlight the best tactics and actions to propose to The Team. The results of the interview analysis allowed us to propose a lead generation strategy for a digital communication agency "La Team" following the SOSTAC planning model, the main results revolved around a conversion funnel that aims to capture leads through social media and a website, nurture them through an email marketing program, and score them using HubSpot CRM and marketing automation.