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:

  • 数据充实:利用开放的网络数据来充实当前的数据(最新的联系信息、财务报告、最新消息、市场数据...)。
  • 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 Enterprise

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

通过用户故事和对当前生态系统的进一步分析,Artefact ,精心设计了一个数据加速战略,可以提供为每个销售战略设计的有效销售解决方案。

一个在UI Path Orchestrator上开发的平台对大量的数据进行筛选,执行质量检查并提取相关的信息,然后将这些信息与附加的背景一起直接送到销售人员的工作流程中。

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.


Julie Cadalen - Webhelp Enterprise,数字转型主管



  • Lead Generation: generates leads from scratch based on specific requirements;
  • 数据充实:通过RPA和应用编程接口,用额外的潜客信息充实现有公司的数据集。 
  • 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.

Julie Cadalen - Webhelp Enterprise,数字转型主管

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