{"id":21767,"date":"2023-09-19T06:40:40","date_gmt":"2023-09-19T04:40:40","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=21767"},"modified":"2023-09-18T16:59:03","modified_gmt":"2023-09-18T14:59:03","slug":"in-5-schritten-zum-digitalen-b2b-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2023-09-19\/in-5-schritten-zum-digitalen-b2b-marketing\/","title":{"rendered":"Le marketing num\u00e9rique B2B en 5 \u00e9tapes"},"content":{"rendered":"
\"\"
Marketing num\u00e9rique B2B : les d\u00e9buts ne sont pas forc\u00e9ment difficiles. (Image : Unsplash.com)<\/figcaption><\/figure>\n

Comment mettre en place une strat\u00e9gie marketing rentable malgr\u00e9 des ressources modestes ? Comment les entreprises peuvent-elles trouver le bon outil de marketing ? Et comment passer d'une liste de distribution de newsletters \u00e0 une machine \u00e0 leads ? La check-list suivante montre comment se lancer dans le marketing num\u00e9rique B2B :<\/p>\n

1. penser en termes de buyer personas et non de groupes cibles<\/strong><\/h3>\n

Identifiez vos principaux groupes cibles et cr\u00e9ez plusieurs buyer personas d\u00e9taill\u00e9s - \u00e9ventuellement aussi pour les diff\u00e9rentes business units. Contrairement \u00e0 un groupe cible, un buyer persona est un visage concret. Il s'agit d'une personne fictive qui repr\u00e9sente votre client type. Dans le B2B, un grand centre d'achat est souvent impliqu\u00e9. Voil\u00e0 l'approche : le directeur commercial, le directeur des ventes, le directeur informatique ou le directeur des achats pourraient tous \u00eatre vos buyer personas.<\/p>\n

2. collecter les bonnes donn\u00e9es<\/strong><\/h3>\n

Vos mesures de marketing visent-elles plut\u00f4t \u00e0 acqu\u00e9rir de nouveaux clients, \u00e0 d\u00e9velopper votre secteur d'activit\u00e9, \u00e0 augmenter votre chiffre d'affaires ou \u00e0 lancer de nouveaux produits sur le march\u00e9 ? Dans ce cas, votre strat\u00e9gie sera diff\u00e9rente en cons\u00e9quence. Quel que soit l'objectif que vous avez choisi, les donn\u00e9es relatives aux clients constituent la base de tout processus de marketing num\u00e9rique.<\/p>\n

3. trouver des outils de marketing<\/strong><\/h3>\n

Pour utiliser efficacement les donn\u00e9es clients, il faut des plateformes marketing qui, d'une part, couvrent toutes les fonctions pertinentes et, d'autre part, offrent des interfaces avec les autres syst\u00e8mes de l'entreprise (comme le syst\u00e8me CRM ou la boutique en ligne). Pour cela, elle doit conna\u00eetre au pr\u00e9alable les canaux pertinents et d\u00e9finir vos processus avec le service commercial et les responsables du commerce \u00e9lectronique. Mais cela ne suffit pas.<\/p>\n

4. cr\u00e9er une strat\u00e9gie de contenu<\/strong><\/h3>\n

D\u00e9veloppez une strat\u00e9gie de contenu qui fournit des contenus de valeur pour vos diff\u00e9rents buyer personas. Cr\u00e9ez un plan \u00e9ditorial pour les articles de blog, les livres blancs, les e-books, les \u00e9tudes de cas, les vid\u00e9os ou les infographies. Veillez \u00e0 ce que vos contenus soient attrayants, informatifs et pertinents. \u00c9valuez chaque interaction \u00e0 l'aide d'un score et d\u00e9terminez le seuil \u00e0 partir duquel le lead devient pertinent pour la vente, car les chances de vente sont \u00e9lev\u00e9es.<\/p>\n

5. personnaliser le discours<\/strong><\/h3>\n

Une approche personnalis\u00e9e et des offres individuelles sont plus susceptibles de mener \u00e0 une conclusion que si les clients ont l'impression de ne recevoir que des informations g\u00e9n\u00e9rales. Vous pouvez y parvenir en segmentant vos groupes cibles selon diff\u00e9rents attributs et en utilisant des jetons de personnalisation. Avec des outils de marketing automation appropri\u00e9s et une base de donn\u00e9es croissante, vous construisez des listes de contacts et des campagnes bas\u00e9es sur des d\u00e9clencheurs. Les destinataires sont ainsi abord\u00e9s personnellement en fonction de leurs int\u00e9r\u00eats et de leur comportement.<\/p>\n

Et encore un conseil pour finir : commencez le marketing B2B avec ce que vous avez. Avancez pas \u00e0 pas vers l'objectif !<\/p>\n

Source et informations compl\u00e9mentaires : www.sybit.de<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"

Dans le B2B, les ressources marketing sont souvent limit\u00e9es, il manque du personnel, un budget et une collaboration intensive avec le service commercial. La plupart du temps, il n'existe pas non plus de processus continus ni de base de donn\u00e9es uniforme, ou seulement en partie. Il est toutefois possible de mettre en place un marketing B2B avec les moyens du bord.<\/p>","protected":false},"author":4,"featured_media":21768,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"B2B-Marketing","_yoast_wpseo_metadesc":"Wie f\u00fchrt man trotz bescheidenen Ressourcen eine gewinnbringende B2B-Marketing-Strategie ein? 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