Optimize B2B lead generation with a Lead Factory to increase sales productivity and conversion rate

As the sales journey becomes more digitalized, companies need best-in-class operations to turn the last mile into success. Data and artificial intelligence can help deliver at every stage of the funnel to guide salespeople to more effective sales opportunities.

In their search for advanced solutions to become more efficient in identifying potential leads, Webhelp Enterprise discovered an important data gap: customers either had databases but lacked updates or depth of information, or they had no data at all and expected their sales representatives to find leads themselves.

An approach to accelerating revenue growth by designing and managing integrated sales journeys for B2B customers was adopted. Several aspects merited consideration in this approach:

  • Data Enrichment: leverage open web data to enrich current data (up-to-date contact information, financial reports, latest news, market data…).
  • Data Cleansing: provide a process of enhancing, refining, and improving raw data, often by merging multiple data sources. 
  • Data Augmentation: leverage current clean and complete data to capture and collect new leads through a look-alike approach.
“In the business world, it is a top priority to be able to quickly identify growing companies. Taking action on the right signals and customer business drivers can give a boost to a sales operation and create additional value”.

Etienne Turion - CEO Webhelp Entreprise

Webhelp Enterprise turned to Artefact to develop a model capable of providing accurate and comprehensive data sets to help salespeople leverage available data and better address new demographics or regions.


The Lead Factory: a tailor-made solution using RPA (Robotic Process Automation) and quick prototyping methodology

Grâce aux témoignages des utilisateurs (équipes commerciales et clients) et à l'analyse poussée de l'écosystème Webhelp, Artefact a élaboré une stratégie d'accélération des données afin de fournir des solutions de ventes efficaces.

Concrètement ? Une plateforme développée sur UI Path Orchestrator passe au crible des quantités massives de données, effectue des contrôles de qualité et extrait des informations pertinentes. Elle délivre ensuite le tout, avec un contexte supplémentaire, aux agents commerciaux directement dans leur flux de travail.

The Lead Factory was built under the quick prototyping methodology that allows for quicker decision-making and faster go-to market as the client is provided with digital assets that can create value in a matter of weeks.

"Cette approche de prototypage nous a permis de prendre une décision rapide avec un retour d'informations opérationnelles concret. Un résultat réel et tangible sur lequel nous avons pu nous appuyer."

Julie Cadalen - Deputy GM, Webhelp Enterprise.

Le processus s'appuie ainsi sur l'automatisation pour établir un parcours intégré qui s'améliore constamment grâce à une console de retour d'informations.

La Lead Factory de Webhelp offre plusieurs avantages :

  • Lead Generation: generates leads from scratch based on specific requirements;
  • Data Enrichment: enriches a dataset of existing companies with additional prospect information through RPA and Application Programming Interface; 
  • User Interface: collects data requirements from operational teams and, if necessary, collects feedback on these.

A user interface was built on Microsoft Power Apps to allow members to share a request. Linked to Power Automate, the application pings an admin on Teams when a new request comes up, then sends the details by email on Outlook and collects the information on SharePoint.

The Webhelp Lead Factory was designed to fit seamlessly into the Webhelp B2B offer that covers everything from data optimisation to marketing automation (lead qualification, opportunity creation, conversion).

By constantly taking user feedback into account, the solution is continuously improved. And the more customers integrated into the model, the better it gets and the more useful data it provides, which in turn enhances the performance of the solution in a virtuous circle.


A bespoke inside sales model that drives additional revenue

The tool was designed to provide a bespoke sales model to help users better target, acquire, convert, onboard, and develop high-value B2B customers. Improved market intelligence and accurate insights thanks to richer data and more qualified leads ensure that salespeople are able to deliver service excellence at every step of the process.

The Webhelp Lead Factory is built on architecture encapsulated within a Microsoft Azure cloud solution and can be easily scaled. It is an end-to-end experience, from data to demand generation to sales, to ensure customer success.

By delivering higher quality, more personalized data for sales representatives, it guarantees sustainable growth through accurate targeting while generating qualified leads.

"Nous avons constaté une augmentation de 40 % de la productivité sur certains projets où les données clients étaient médiocres, ainsi qu'un retour sur investissement de 1 pour 4 sur des projets où les commerciaux devaient trouver eux-mêmes des leads."
Julie Cadalen - Deputy GM, Webhelp Enterprise.

The company was also able to obtain more qualified leads through its acquisition funnel by reducing email bounce rates and increasing the time agents dedicated to phone calls with potential customers. Thanks to the capabilities offered by the Lead Factory developed with Artefact, Webhelp Enterprise representatives can now focus less on maintaining database quality and more on fully engaging with future customers.

A year ago, during the prototyping phase, Etienne Turion, (CEO, Webhelp Enterprise) and Artefact discussed how they could optimise Webhelp’s B2B Lead Generation thanks to Artefact’s unique data approach based on full prototyping and Robotic Process Automation. The project has since been fully deployed with tangible results and is a great success within the company (French only). 

Discover how Webhelp Enterprise optimized its BtoB Lead Generation strategy thanks to Artefact's data approach, relying on "full prototyping" and Robotic Process Automation