Have you defined your target audience before prospecting? Do you know them inside and out? Do you have a prospecting plan? And if not, how do you plan to contact your prospects? If these questions interest you, you're on the right page.
Every business should define one or more buyer personas before prospecting. This will allow you to develop an prospecting strategy . But simply knowing your target buyers won't help you convert them into customers. You need to connect with them. But how? What methods ? Which prospecting channels should you choose to get the best results ? We'll tell you everything in this article.
How to choose your prospecting channels?
First, you should know that there are no inherently "good" prospecting channels. The best channels are those you choose based on your target audience , your buyer persona , and your budget . So, before you even think about prospecting , make sure you have these three elements in place as a priority.
If you've clearly defined your buyer persona, you should have relevant information about your prospects. You know their habits, interactions, values, tastes, and many other details. But it's especially important to know where you can find them. This way, you'll know which channels your prospects are most active on and which ones they'd be willing to listen to. If you want to increase your chances of converting them, you need to go where they are.
For example, if your target audience isn't on Facebook, advertising there would be pointless. But if they're an entrepreneur who regularly checks their inbox, it would make more sense to include them in your email campaign's contact list.
What are the main prospecting channels?
There are two main approaches to prospecting channels. You either attract prospects to you, or you go out and find them. The first is called inbound marketing. The second is called outbound marketing. These two approaches are based on different concepts but can be complementary. Your customer acquisition strategy can be more effective by combining both. Understanding these different methodologies to determining which prospecting channels most appropriate.
Currently, there are many prospecting channels available, making it sometimes difficult to choose . With the evolution of the web in recent years, prospecting methods have also evolved. It's now easier to obtain information about prospects. There are websites , social networks , professional events , and more. But be sure to choose your channels based on your target audience. Also, it's important to know that there are two main types of prospecting channels.
1 – Physical prospecting channels
These are the communication channels that allow you to make direct contact with your prospects. They may come to you spontaneously when they are looking for information or solutions . We can consider the prospecting missions carried out by a company's sales representatives with other companies. In this context, the sales representative goes directly to the prospect's location. They will therefore have used a physical channel.
Some examples include : field prospecting (door-to-door), trade shows or business events.
2 – Digital channels
Digital channels refer to the various communication channels . In other words, they are the online communication solutions that businesses can use to connect with their prospects and customers. While these channels are diverse, it's not necessarily required to use them all for a successful strategy.
Some examples: email marketing, social media, podcasting, phone marketing, chatbots, blogging, etc.
Multichannel prospecting: 2 top-choice channels!
Today, the single-channel prospecting strategy is outdated. The evolution of digital technology is constantly changing prospect behavior . They now tend to navigate between several prospecting channels simultaneously. It's therefore your turn to adapt to this new pace . It's no longer a question of choosing between physical or digital channels; you must combine both to achieve the best strategy .
Furthermore, your company may have one or more buyer personas depending on the different target segments. This means your prospects may be on various prospecting channels. Therefore, you need to go where they are. You must connect with them, engage , and then convert. You should approach them on the platforms where they are most active. This will increase your chances of conversion. That's why it's best to launch a multichannel prospecting.
Here are two channels to prioritize for your prospecting strategy multichannel.
1 – Emailing
Don't assume that email marketing is no longer effective. It remains one of the highest-converting prospecting channels. Studies suggest that every euro spent on an email campaign generates approximately €34. That's a significant ROI.
To ensure good results, you need a high-quality email list and to generate more qualified leads. You also need to make sure you share relevant content that perfectly addresses your prospects' real problems. When you send a prospecting email, your primary goal is to persuade. That's why mastering email marketing best practices is essential for achieving strong performance. If you encounter any obstacles, our experts can help.
2 – Telephone prospecting
Telemarketing, or telephone prospecting, refers to direct marketing conducted over the phone. It's also an effective way to acquire new customers, especially when targeting qualified leads. For many sales representatives worldwide, telemarketing is the preferred sales channel. Proof of this is that 92% of interactions with a prospect still take place by phone. It's safe to say that telemarketing remains a reliable tool for sales professionals.
But times are changing, and with them, the emergence of new technologies. The practices and habits of potential customers are also evolving. Now, if your prospecting strategy relies on only one channel, you risk missing out on numerous opportunities. The ideal solution would therefore be to switch to multichannel prospecting.
Expert Opinions and User Feedback on Prospecting Channels by Persona
👔 Testimonials from professionals on prospecting channels
Pauline Martin – B2B Acquisition Manager (FinTech Sector)
*“For our CFO personas, we combine LinkedIn Sales Navigator with hyper-personalized email campaigns. The key? Sending a personalized video message after the first LinkedIn connection – our appointment rate jumped by 40%.”*
Mehdi El Amrani – Founder of a growth marketing agency
: “With our e-commerce clients, we discovered that the combination of Instagram Ads and automated SMS worked miraculously for 25-35 year olds. The secret: an SMS message 24 hours after engagement on the post, not before.”
Sophie Lambert – Business Development Manager (Industry)
“Trade shows remain essential for our purchasing engineers. But we now pre-engage them via LinkedIn and extend the conversation with technical webinars. Our pipeline has increased by 30%.”
🎓 Expert Analysis
Prof. Antoine Lefèvre – Omnichannel Strategy Specialist (ESCP Europe)
“In 2024, prospecting must no longer be linear but circular. For example: a cold lead on LinkedIn → a value-added email → a display retargeting → a phone call. It is this combination that breaks through attentional barriers.”
Camille Dubois – ABM (Account-Based Marketing) Consultant:
“For large accounts, I've seen the best results with the 'golden triangle': 1) personalized content sent by physical mail, 2) followed by an email from the CEO, 3) then an invitation to an exclusive event. Conversion 3x higher than purely digital approaches.”
Dr. Hugo Morel – B2B Buying Psychology Expert
: “Our studies show that a prospect needs to see your message on 3 different channels within 2 weeks for optimal recall. But these prospecting channels must be carefully chosen according to the persona – an HR Director doesn't react to the same stimuli as a CTO.”
Nathalie Stern – Director of Commercial Innovation at Salesforce France
*“The classic mistake is trying to cover all prospecting channels. In 2024, top performers will focus on 2-3 channels per persona, but with perfect execution and consistent storytelling between each touch.”*
🚀 Real-World Examples
• GreenTech Solutions (Climate Startup)
“Our 'CSR manager' persona was not responding well to cold calling. We switched to: 1) niche podcasts, 2) contributions to industry white papers, 3) invitations to roundtables. Our qualified leads increased by 70%.”
• Luxe & Vous (Marketplace for creators)
“For our independent creators (artist persona), the combination of Pinterest + handwritten newsletters + IRL workshops works much better than classic digital approaches. It respects their natural way of working.”
💡 Expert's Word
“The best combination of prospecting channels is the one that aligns with your persona’s natural journey. Observe where they spend their time, how they make decisions, and be present at those key moments—not everywhere all the time.”
— Émilie Cortez, Founder of 360° Prospecting
