In 2025, telemarketing remains a major activity for call centers and teleprospecting companies, but it is evolving towards new, more efficient channels to boost lead generation. It is clear that outbound call campaigns are no longer enough to attract new customers. How can you stand out in this regulatory-saturated environment? What strategies should you put in place to bring a breath of fresh air to your business?
In this article you will discover 4 methods to boost your lead generation.
1. Favor a customer relationship “powered by AI”
Artificial Intelligence and its numerous automations are revolutionizing the world of telemarketing. Let’s be realistic, a large part of interactions today are automated (or at least automatable) on a daily basis. In fact, 70% of companies* today use AI solutions to improve their customer service, 46% of which have automated at least half of their customer interactions. The automation of interactions is very present in writing: emails, SMS, chat, social networks… Before long, the vast majority of these channels will be managed by AI.
Sources: Zendesk AI-Driven CX Report 2024, Learnthings, Statistics Canada, France Travail, State of Skills
What about phone calls? If we had told you twenty years ago that they could be automated by robots, you would not have believed us. However, this mechanism is starting to gradually spread within call centers. You’ve probably already received a call where the advisor’s voice seemed a little… different, almost mechanical? Were the answers he gave you too perfect, without an ounce of hesitation? You have probably spoken with a voicebot! These virtual assistants, equivalent to oral chatbots, are designed to hold fluid and convincing conversations with consumers. Well-prompted, trained and connected to databases updated in real time, they allow companies to considerably improve the effectiveness of their prospecting campaigns and the quality of the leads generated. As support for campaigns with high call volumes, or to free up your advisors for tasks with higher added value, these technologies are increasingly presenting themselves as essential allies. Moreover, according to the Chatbot Observatory, 29% of companies use a voicebot on a daily basis in France to reduce the burden on their customer service and fuel their self-care strategy.
A relevant example of this use of chatbots is illustrated by our partner Volubile, a company co-founded by Stéphanie Delestre, which you have surely already seen in the show “Qui vous être mon associate(e)”. Specializing in the intelligent management of voicebots, Volubile brings the technology that many companies were missing, radically transforming the way they interact with their customers. The result is significant gains in terms of operational efficiency and the quality of the data collected, while simplifying the execution of call campaigns.
When it comes to data, the possibilities are numerous! Have you ever considered implementing predictive scoring for your leads? The latest AI tools analyze data from multiple sources, such as CRMs or call histories, to assess the likelihood of a prospect becoming a customer. This technology not only allows you to estimate your chances of conversion, but also to prioritize leads with the highest potential, thus optimizing your sales efforts on the right prospects.
At Nixxis, we take things from a different angle. With our speech-to-text transcription functionality built into our telephony software, you can summarize conversations to make it easier to track and process requests. You can also analyze the feelings of the interlocutors to find out which vocabulary element(s) may have reassured the prospect or, on the contrary, worried them during the exchange. So, if terms like “price” come up frequently during recorded conversations, this probably signals that the cost component is important to them and that your proposal is not suitable. Finally, you can easily find conversations by searching for keywords to filter on a type of exchange or a given issue.
To discover in detail this functionality included in all our offers, do not hesitate to contact one of our salespeople!
2. WhatsApp Business API: the preferred channel in 2025
Omnichannel is always an effective way to approach your future customers. But if there is one application that stands out from the others, it is WhatsApp, and in particular its business API version. As we presented to you during our recent webinar co-organized with our partner Commbox, WhatsApp Business API is establishing itself in conversational marketing, improving cross-channel sales and ensuring customer support management. Your question is probably: “why WhatsApp works so well?” » The answer lies on two levels:
- On the one hand, WhatsApp already allows you to create a personalized relationship with your leads. More than any other instant messaging tool, WhatsApp values the “personal” character and the “privileged relationship”. Sending a message on WhatsApp is actually as simple as sending an SMS to a loved one. In addition, you have the means to see if your interlocutor has read your message and the times when they are connected, in order to contact them at the right time. Some companies also use it inbound with a discount voucher system. For example, an incoming lead can contact you on WhatsApp to benefit from a 15% discount on their order. This will allow you to have access to their data (and the telephone number is not nothing!).
- On the other hand, it is a very good tool for workflows, which not all channels currently allow. Configure your sequences in just a few clicks and let the magic happen! At the end of the campaigns, you will have access to complete statistical tables. In addition, the cost of a conversation is much lower than that of an SMS. No reason not to try this new channel now.
Need more arguments to test WhatsApp? Watch the replay of our latest webinar on the subject.
To go further,
watch our webinar!
To go further, watch our webinar!
3. ABM, the golden rule for retaining your customers
Although the point of this article is to help you generate more (and quality) leads, knowing how to retain existing customers is also an excellent way to attract even more customers and offer cross-channel sales or up-selling. We won’t teach you this, but word of mouth doesn’t require any tools or automation, just a good relationship with your customers and solutions that meet their needs. Account-Based Marketing is a traditional method that tends to impose itself in companies’ strategies, sometimes even without them realizing it. Many of our clients appreciate being able to identify which contacts in their database are “VIP” to offer them ultra-targeted and unique offers. We will talk here about hyperpersonalization.
It goes without saying that this marketing strategy allows you to personalize all the messages that will be sent to your key accounts, so that they feel considered unique. It’s completely normal to have a good relationship with your best customers, right?
4. Let’s Be Kind and Protect Data
Of course the official meaning is General Data Protection Regulations and of course it is, like the Naegelen law, the MAN or even the Timetable Frequency Decree; significant regulation in favor of consumers.
A brief history of these regulations is necessary:
- General Data Protection Regulation (GDPR)
The GDPR is a European Union regulation, which entered into force on May 25, 2018, aimed at strengthening and unifying the protection of personal data of individuals within the EU. It imposes strict obligations on organizations regarding the collection, processing and retention of personal data. Since its application, the GDPR has led to several notable sanctions against companies failing to comply with data protection standards. Data protection authorities such as the CNIL (Commission Nationale de l’Informatique et des Libertés) continue to monitor and enforce the regulation, with increased attention to international data transfers and the use of online tracking technologies. Did you know that AI is also regulated by the GDPR? Find out more here.
- Naegelen law
The Naegelen law, adopted in July 2020, aims to regulate telephone canvassing and fight against fraudulent practices in France. It reinforces the obligations of professionals in terms of transparency and consent, and provides for sanctions in the event of breach. Since its adoption, implementing decrees have specified the terms of implementation of the law, particularly with regard to the days, times and frequencies of calls authorized for telephone canvassing. Authorities continue to monitor its application to protect consumers from abuse. In summary, calls are permitted from Monday to Friday, from 10 a.m. to 1 p.m. and from 2 p.m. to 8 p.m., and are prohibited on Saturdays, Sundays and public holidays. In addition, a consumer cannot be contacted more than four times over 30 rolling days by the same professional, and in the event of refusal during a call, the professional must respect a period of sixty days before contacting the consumer again. To find out more, click here.
- Number Authentication Mechanism (MAN)
MAN is a technical measure intended to secure and authenticate telephone calls made by contact centers or automated systems. The main objective is to fight against fraud and unwanted calls (spoofing or number theft), by making it possible to verify that the identity of the caller corresponds to the number displayed.
This technology relies on authenticating calls via specific protocols, ensuring that the call comes from a legitimate source. It helps to strengthen user confidence in telephone communications.
The MAN is part of growing efforts to protect consumers, particularly in sensitive sectors such as cold calling.
- In France, the implementation of this technology is part of a series of recent regulations, such as the decree relating to time frequencies, aimed at improving the transparency and security of interactions.
- Telephone operators are encouraged to integrate MAN-based authentication solutions, in accordance with the recommendations of telecommunications authorities (such as ARCEP).
Now that you know a little more about these regulations, it is important to say that in 2025, data protection regulations are stricter than ever. Respecting these rules is essential to avoid sanctions, maintain a good reputation and be transparent with your leads. To do this, 2 areas of work should hold your attention this year:
- Consent management: Make sure that all your leads have given clear, explicit and traceable consent to be contacted. This involves putting in place robust tools or processes to collect, archive and manage this consent. Also be sure to offer users the possibility to modify or withdraw their consent at any time, and to inform your teams about the best practices to adopt in terms of respecting people’s rights. In the event of an inspection or dispute, these preventive measures will be a guarantee of your seriousness and compliance.
- Transparency in your practices: Be honest and explicit about the use of prospects’ personal data. Clearly inform your contacts why their data is being collected, how it will be used, who will have access to it and how long it will be retained. This transparency must be supported by accessible documents, such as a comprehensive and understandable privacy policy.
By adopting proactive and educational communication about your practices, you strengthen the trust of your interlocutors and promote lasting relationships, while reducing the risk of misunderstanding or complaints. This approach is not only a legal obligation: it is also a lever for competitive differentiation.
5. To summarize
Generating qualified leads in telemarketing depends on a well-crafted strategy adapted to the new realities of 2025. The integration of appropriate technologies such as correctly configured AI, including the use of voicebots, WhatsApp Business API, ABM and respect regulations constitute all pillars of a winning strategy for your lead generation.
By gradually adopting these practices, you will be able to develop your commercial pipeline and remain competitive. To learn more about how Nixxis enables telemarketing companies to grow their business, do not hesitate to make an appointment with one of our sales representatives.
Andrew Verbrugghe
Marketing & Communication Manager – Nixxis France. Expert in innovative marketing strategies, specialized in the latest digital trends and passionate about artificial intelligence.
Andrew Verbrugghe
Marketing & Communication Manager – Nixxis France. Expert in innovative marketing strategies, specialized in the latest digital trends and passionate about artificial intelligence.