French market
ESM The lead generation market in France
Lead generation is a marketing method that involves making contact with people interested in a product or service in order to convert them into customers. The aim is to select people who have a real probability of becoming customers (e.g. users who could buy a product on a website) and to guide them to buy more easily. Lead generation can be b2b, b2c or b2b2c.

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Lead generation is a marketing method that involves making contact with people interested in a product or service in order to convert them into customers. The aim is to select people who have a real probability of becoming customers (e.g. users who could buy a product on a website) and to guide them to buy more easily. Lead generation can be b2b, b2c or b2b2c.
There are two main categories of lead generation:
Inbound: where we get customers to come and see our products for themselves
Outbound: where we use "classic" and historic marketing techniques (e.g. cold calls, door-to-door canvassing, telephone canvassing, etc.). However, some of these techniques no longer work and have become archaic (80% of marketers observe that outbound techniques no longer generate leads).
Thanks to these new lead generation techniques, the global market is doing particularly well: forecasts give a CAGR of 17.5% for the period 2021-2028. However, the Covid-19 crisis has had a major impact on the profession and the b2b market (particularly in the United States, where 53% of marketers surveyed felt that face-to-face trade shows and meetings made it quicker and easier to convert a lead into a customer).
The French market is in good health. Even if the health crisis has taken its toll on the lead generation budget, it has enabled many companies to question their organization, and many changes in strategy have taken place.
When it comes to lead generation, many parameters need to be taken into account: which software should be used to generate or track leads? What cost per lead should you not exceed? Which channel should be used to generate quality leads? To answer these questions, around 50% of companies use external service providers. In fact, many players have been positioning themselves in this market for several years now, as demand is immense and performance is not up to scratch (particularly when it comes to lead quality). There is no French leader in this sector, but some companies, such as Lead Value, Info pro data and Manageo, have comfortable sales figures.
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