Implementation of a new acquisition tunnel focused on digital marketing within a start-up where the prospecting methods are traditionnal

Abstract

Smart 4 Invest is a young start-up that belongs to the ecosystem of a complex and tough electronic payment market. The company that has been constantly evolving since 2017 in terms of occupancy rate of activated banking terminals in Belgium is about to see itself slow down due to the health crisis and especially due to the classical techniques used by its sales force. In an ultra-connected world the project this work is to integrate a new sales tunnel focused on digital tools as a solution to hopefully help achieve the company's objectives which are: To gain share in the distribution of banking terminals in the local market and to build a reputation as a trusted partner. Thus, in this perspective, this thesis is a complete guide divided into 8 parts that puts in total synergy the digital marketing and the sales force. The first parts are composed of theoretical and research frameworks, as well as reflections and methodologies to be adopted before the elaboration of a commercial strategy thanks to which the beginning of the integration of a digital prospecting can start in the following parts of the dissertation. This is the beginning of the experimentation whose analysed results will lead to the re-structuring of the sales team and the reformulation of the sales process. Digital prospecting focuses on an acquisition channel known by everyone but that few are those who use it correctly. Thus, the social network Facebook is at the heart of the project. Indeed, the experience will show that it is possible by using it effectively, to define an audience of the most relevant target suspects that only its algorithm can establish. What company has never dreamed of placing the right product or service in front of someone who needs it at a precise moment in time for the most optimal acquisition cost possible? Does a sales machine really exist?