The new words in prospecting

The most popular terms in sales prospecting evolve as rapidly as the purposes and practices of sales representatives in the Internet age.

By Kompass International

Do you speak prospecting? As with any professional industry, the sales department uses a rather specific vocabulary and jargon. The most popular terms in sales prospecting evolve as rapidly as the purposes and practices of sales representatives in the Internet age.

Here is our (incomplete) glossary of the new words in prospecting.

Big data: The term “big data” refers to a constantly and forever-increasing mass of available data. Although it can be applied to several fields, big data presents many challenges for sales prospecting, especially with B2B. (FR)

CRM: Customer relationship management is an essential tool for sales representatives because it centralizes and cross-references all the data on your customers and prospective customers to facilitate sales, as long as it is supplied with high-quality data. (FR)

Display: Like search (see below), display is a pillar of digital prospecting. Display consists of defining a network of targeted locations where online advertisements are displayed. The goal of display is to elicit an action from targeted Internet users by attracting them to the website sending the message.

Lead: We often use this term in a B2B context to refer to a prospective customer with whom a sales representative has established contact.

Lead nurturing: Lead nurturing consists of maintaining and strengthening a sales relationship with a prospective customer who has not finalized their purchase. Lead nurturing is practiced by providing the prospective customer with value-added content adapted to a professional challenge they are facing (report, newsletter, etc.).

Lead scoring: Lead scoring is a method that assigns a score to your prospective customers based on their characteristics and behavior during the sales process. The higher a prospective customer’s score, the more opportunities you have to finalize a sale with them.

Marketing automation: Marketing automation refers to the use of computer tools to automate marketing actions. These automated actions are defined by preestablished scenarios that must be adapted to targeted prospective customers based on their behavior and their reaction to the initial marketing solicitation (analysis of web browsing, whether or not they opened a prospecting email, number of click(s) on links, interaction on social media, etc.). The goal of marketing automation is to automate and streamline your marketing actions to optimize lead management.

Professional branding: Professional branding consists of presenting yourself as an expert in your field, especially on social media. (FR) It mainly consists of increasing visibility, and thus notoriety, among your customers, prospective customers, employees, and influencers.

Reports: We often hear that content is king. In that case, a report is the king of content! This is often several pages of information-rich content that discusses a professional challenge faced by your prospective customers. Writing a report presents your company as an expert in the field. In exchange for this high-quality resource you are making available to your prospective customers, they provide their contact information for the right to access it. You can use this contact information to build a database of contacts to prospect.

Click here to read our reports on prospecting! (FR)

Sales intelligence: Sales intelligence is using all the data from digital media, or big data, to pick up on cues to contact the right target at the right time. (FR)

Search: Search is directly linked to Internet users’ behavior. Search employs various techniques and aims to best display sales offers on websites in response to requests typed in by users.

Social selling: Social selling mainly consists of developing and increasing sales by relying on the power of the Internet and social media. These days, 65% of sales representatives use social media networks to get information on prospective customers.

Would you like to implement a social selling strategy? Find out how in our report.

Webinar: This term refers to the presentation of a product or offers through an online conference. As with reports, webinars, used often in B2B, record sales contacts via a registration form.


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