Mémoire-projet

Abstract

This research has been conducted during my internship at Gambit Financial Solutions. It has been offering a firsthand professional experience in Sales and Marketing, focusing on the prospection process and its challenges and complexities in the context of GDPR limitations. The thesis is combining three components: a literature review, a survey and its associated questionnaire analysis, and a practical case from the internship on prospection optimization and IT automation. The literature review is exploring the existing prospection strategies and its potential optimizations. It is also providing the necessary theoretical basis, the required fundamentals and key concepts that are used throughout the work. To gather current quantitative data, a survey has been distributed to professionals in the B2B market segment. The analysis of the questionnaire responses is providing the required reference base and valuable insights into current practices, challenges faced, and the level of GDPR compliance among B2B companies. It is also enabling the researcher and the reader to understand the proportion of companies that are automating the prospection process, and the tools and methods in use. By integrating the findings from the literature review, the survey and questionnaire analysis, and the practical experience, the thesis is also presenting an optimal solution for prospection automation for companies such as Gambit Financial Solutions or any other comparable account-based marketing firm. The proposed solution is offering several benefits, including improved data accuracy, time savings, enhanced conversion rates, and more efficient prospection. By adopting this recommended approach, Gambit Financial Solutions is optimizing and automating its prospection efforts while maintaining GDPR compliance. This thesis is providing a practical and actionable framework for optimizing and automating B2B prospection and adhering to GDPR regulations. The combination of theoretical insights, survey and questionnaire analysis, and practical hands-on experience is bringing a comprehensive approach to enhance the prospection process for Gambit Financial Solutions and similar companies. The research is contributing to the existing body of knowledge on B2B prospection optimization and is providing a foundation for further research in this area. By implementing the recommended strategies, Gambit Financial Solutions is enhancing its prospection outcomes and driving business growth.