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Our best tactics and tips for putting B2B prospecting to work for your growth. Only the best strategies will bring you the best results!


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The sales prospecting landscape is constantly evolving. Techniques that were effective a few years ago may no longer be so today. To remain successful in 2024 and beyond, it’s crucial to adapt to new trends and adopt best practices.

In this article, we take an in-depth look at 5 unavoidable trends that will shape the future of sales prospecting:

1. Hyperpersonalization :

More than just a trend, hyperpersonalization has become an absolute necessity in the world of modern sales prospecting. Today’s prospects are bombarded with information and marketing messages. To stand out from the crowd and capture their attention, it’s essential to offer them ultra-personalized content and offers, perfectly tailored to their specific needs and interests.

To achieve this level of customization, it is crucial to :

  • Segment your audience: Divide your prospect base into distinct groups based on criteria such as industry, company size, function and specific needs.
  • Create buyer personas: Develop detailed profiles of your ideal customers, including their motivations, challenges and preferences.
  • Use marketing automation tools: Leverage platforms to automate the sending of emails and personalized messages on a large scale.
  • Analyze data: Collect and analyze data on your prospects and their interactions with your company to refine your approach and optimize your results.

By investing in hyper-customization, you can :

  • Increase your email open and click-through rates.
  • Improve your lead conversion rate.
  • Generate greater customer satisfaction.
  • Develop lasting relationships with your customers.

2. Automation :

Automation is a powerful lever for optimizing the efficiency of your sales prospecting. By automating repetitive, time-consuming tasks such as prospect research, lead qualification and pipeline management, you can free up valuable time to focus on the strategic aspects of selling and building lasting relationships with your potential customers.

Here are some examples of tasks you can automate:

  • Enrich your prospect database: Use tools to automatically collect and add relevant information about your prospects.
  • Personalized emailing: Create automated email sequences personalized to each prospect’s profile and behavior.
  • Lead qualification: Define rules and scores to automatically identify the most promising leads.
  • Appointment scheduling : Integrate online appointment scheduling tools to simplify the planning of meetings with your prospects.
  • Interaction tracking: Centralize and automate the tracking of your interactions with prospects and customers.

Automation lets you :

  • Save time and improve productivity.
  • Reduce human error and ensure consistent communications.
  • Increase the scalability of your prospecting process.
  • Analyze your results and identify areas for improvement.

3. Social selling :

Social selling has become an essential strategy for B2B sales prospecting. By leveraging professional social networks, such as LinkedIn, you can identify qualified prospects, interact with them and convert them into customers.

Here are some tips on how to use social selling to its full potential:

  • Optimize your LinkedIn profile: Make sure your profile is complete, up-to-date and professional, highlighting your expertise and achievements.
  • Create and share relevant content: Publish articles, videos and infographics that bring value to your target audience and demonstrate your expertise.
  • Expand your network: Join relevant groups, connect with potential prospects and engage them in conversation.
  • Use advanced search tools: Exploit the advanced search features of social platforms to identify specific prospects matching your criteria.
  • Measure your results: Analyze the impact of your actions on social networks and optimize your strategy accordingly.

Social selling allows you to :

  • Develop your visibility and credibility with your target audience.
  • Generate qualified, high-potential leads.
  • Maintain lasting relationships with your customers and prospects.
  • Detect new business opportunities.

4. Video content :

Video content is fast becoming the communication format of choice for Internet users. Sales prospecting is no exception to this trend, and videos are a powerful tool for capturing your prospects’ attention and converting them into customers.

Here are a few types of videos you can use for your prospecting:

  • Videos presenting your company and products/services.
  • Video testimonials from satisfied customers.
  • Webinars and live demonstrations.
  • Explanatory videos and tutorials.
  • Short, punchy videos for social networks.

Video content allows you to :

  • Increase your rate of engagement and interaction with your prospects.
  • Deliver your message clearly, concisely and captivatingly.
  • Demonstrate your expertise and added value.
  • Stimulate emotion and create a bond with your audience.

5. Artificial intelligence (AI) :

Artificial intelligence is revolutionizing the world of sales and opening up new perspectives for commercial prospecting. AI tools can help you automate tasks, identify the best prospects, qualify your leads and personalize your messages.

Here are a few examples of AI applications in sales prospecting:

  • Enriching your prospect database: AI can collect and analyze data on your prospects to provide you with more accurate, contextual information.
  • Lead scoring: AI algorithms can assess the potential of each lead and help you prioritize your efforts.
  • Chatbots and virtual assistants: AI can help you interact with your prospects and answer their questions in real time.
  • Personalized emails and offers: AI can analyze your prospects’ behavior and help you create ultra-personalized messages and offers.

Artificial intelligence enables you to :

  • Increase the efficiency and accuracy of your prospecting.
  • Save time and concentrate on value-added tasks.
  • Identify hidden opportunities and maximize your chances of success.
  • Make more informed, data-driven decisions.


By following the 5 trends described in this article, you’re well on your way to developing a successful sales prospecting strategy in 2024 and beyond. Don’t forget that the key to success lies in constantly adapting to your market, your customers and new technologies.

Leadin offers a comprehensive, high-performance outsourced B2B prospecting service. Our experts take care of everything, from finding qualified prospects to making appointments, so you can concentrate on selling.

Visit our dedicated page to find out more about our services and discover how we can help you boost your business results:

Contact us for a free audit of your prospecting strategy and to discuss your specific needs.

In addition to the 5 trends, here are a few more tips to optimize your sales prospecting:

  • Set clear, precise objectives.
  • Measure your results and analyze your performance.
  • Take a multi-channel approach.
  • Constantly test and optimize your actions.
  • Train your teams in the best prospecting techniques.

By investing in sales prospecting and adopting best practices, you can generate more qualified leads, increase sales and grow your business.