{"id":26161,"date":"2024-03-27T10:42:53","date_gmt":"2024-03-27T09:42:53","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=212804"},"modified":"2024-11-11T08:43:33","modified_gmt":"2024-11-11T07:43:33","slug":"lead-management-von-unternehmen-ist-wenig-automatisiert","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-03-27\/lead-management-von-unternehmen-ist-wenig-automatisiert\/","title":{"rendered":"La gestion des leads des entreprises est peu automatis\u00e9e"},"content":{"rendered":"<figure id=\"attachment_212806\" class=\"wp-caption aligncenter\" style=\"width: 1300px\" aria-describedby=\"caption-attachment-212806\"><img class=\"aligncenter wp-image-212806 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/ZHAW_MarketingReportformationsstufe-scaled.jpg\" alt=\"Gestion des prospects\" width=\"1300\" height=\"852\" \/>\r\n<figcaption id=\"caption-attachment-212806\" class=\"wp-caption-text\">(Graphiques : ZHAW)<\/figcaption>\r\n<\/figure>\r\n<p>L'\u00e9tude de l'Institut de gestion du marketing de la ZHAW School of Management and Law a examin\u00e9 le degr\u00e9 de maturit\u00e9 de la gestion des leads des entreprises. 385 entreprises de Suisse et d'Allemagne ont \u00e9t\u00e9 interrog\u00e9es sur les domaines de la recherche de leads, de la g\u00e9n\u00e9ration de leads, de l'engagement des leads, du scoring des leads et de l'automatisation des leads.<\/p>\r\n<p><strong>L'utilisation de l'IA et de l'automatisation peut \u00eatre fortement d\u00e9velopp\u00e9e<\/strong><\/p>\r\n<p>Le Lead Automation Maturity Index (LAMI) moyen, c'est-\u00e0-dire le degr\u00e9 de maturit\u00e9 de l'automatisation dans la gestion des leads, est de 36 points seulement sur une \u00e9chelle de 0 \u00e0 100 pour les entreprises interrog\u00e9es. Certains secteurs, comme les fournisseurs de technologie et les prestataires de services, se situent un peu plus haut. Seuls cinq pour cent sont d\u00e9j\u00e0 tr\u00e8s avanc\u00e9s dans la phase de mise \u00e0 l'\u00e9chelle avec l'IA et ont largement impl\u00e9ment\u00e9 des outils bas\u00e9s sur l'IA dans leurs processus commerciaux. Pr\u00e8s de la moiti\u00e9 des entreprises interrog\u00e9es (44%) sont encore en phase d'apprentissage, veulent comprendre les cas d'application de l'IA dans leur entreprise et explorent les premiers cas d'utilisation. D'autres 44 pour cent m\u00e8nent de petits projets pilotes pour des applications sp\u00e9cifiques de l'IA, ils sont en phase de test. Seuls sept pour cent ne croient pas en l'IA et la rejettent cat\u00e9goriquement.<\/p>\r\n<p><img class=\"aligncenter size-full wp-image-212807\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/ZHAW_MarketingReport_Nutzung-scaled.jpg\" alt=\"\" width=\"1300\" height=\"874\" \/><\/p>\r\n<h3><strong>Cas d'utilisation de l'IA dans la gestion des leads\u00a0<\/strong><\/h3>\r\n<p>La personnalisation automatis\u00e9e des e-mails est de plus en plus g\u00e9n\u00e9r\u00e9e par l'IA. La majorit\u00e9 des personnes interrog\u00e9es voit un grand avantage dans la reconnaissance de la volont\u00e9 d'achat des leads par l'IA. Pr\u00e8s de la moiti\u00e9 d'entre elles consid\u00e8rent qu'il est pr\u00e9cieux d'augmenter la d\u00e9livrabilit\u00e9 des e-mails et l'engagement dans les m\u00e9dias sociaux gr\u00e2ce \u00e0 l'IA. Les entreprises interrog\u00e9es consid\u00e8rent en outre qu'il est avantageux d'adapter de mani\u00e8re dynamique le contenu de leur site web en fonction du comportement des utilisateurs (43%), voire de le personnaliser (27%).<\/p>\r\n<p>\"Lors de l'enqu\u00eate, nous avons constat\u00e9 qu'en mati\u00e8re de lead scoring, 56% des entreprises proc\u00e8dent encore manuellement \u00e0 l'\u00e9valuation de leurs leads. Il y a l\u00e0 un potentiel consid\u00e9rable d'am\u00e9lioration de l'efficacit\u00e9 gr\u00e2ce \u00e0 l'automatisation et \u00e0 l'utilisation de l'IA\", explique le responsable de l'\u00e9tude, Darius Zumstein, de l'Institut de gestion du marketing de la ZHAW School of Management and Law.<\/p>\r\n<p><img class=\"aligncenter size-full wp-image-212805\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/ZHAW_MarketingReportnwendungsfaelle-scaled.jpg\" alt=\"\" width=\"1174\" height=\"1000\" \/><\/p>\r\n<h3><strong>LinkedIn est le principal canal pour les donn\u00e9es de contact\u00a0<\/strong><\/h3>\r\n<p>Avec 58 pour cent, LinkedIn est la source la plus importante de donn\u00e9es de contact dans la recherche de prospects, suivie par les \u00e9v\u00e9nements et les recommandations personnelles. \"Cela souligne l'importance des r\u00e9seaux sociaux et des interactions directes dans le domaine B2B pour la collecte de donn\u00e9es et pour la vente\", explique Darius Zumstein. Dans le cadre de l'engagement des prospects, 41 % pr\u00e9f\u00e8rent \u00e9galement l'\u00e9change personnel avec des personnes (potentiellement) int\u00e9ress\u00e9es. Malgr\u00e9 la num\u00e9risation croissante et la disponibilit\u00e9 d'outils bas\u00e9s sur l'intelligence artificielle, les interactions personnelles et les r\u00e9seaux continuent donc de jouer un r\u00f4le central dans la gestion des leads.<\/p>\r\n<h3><strong>Le potentiel d'automatisation est \u00e9lev\u00e9<\/strong><\/h3>\r\n<p>Malgr\u00e9 l'importance des interactions personnelles, il existe un besoin \u00e9vident de poursuivre l'automatisation et d'augmenter l'efficacit\u00e9 afin d'exploiter pleinement le potentiel des technologies modernes. Les responsables de l'\u00e9tude soulignent le potentiel \u00e9lev\u00e9 et transformateur de l'IA et de l'automatisation pour les strat\u00e9gies marketing et la communication client:interne. \"Les entreprises qui utilisent les technologies d'IA peuvent augmenter de mani\u00e8re significative l'efficacit\u00e9 de la g\u00e9n\u00e9ration et de la qualification des leads gr\u00e2ce \u00e0 une analyse plus pr\u00e9cise des donn\u00e9es clients, \u00e0 une meilleure pr\u00e9diction du comportement des clients et \u00e0 des approches marketing personnalis\u00e9es\", explique Darius Zumstein. Jusqu'\u00e0 pr\u00e9sent, pour 72% des personnes interrog\u00e9es, les ressources limit\u00e9es et le manque de comp\u00e9tences sont les principaux obstacles \u00e0 l'introduction de l'IA dans le marketing.<\/p>\r\n<hr \/>\r\n<p><em>Sur le site <strong>Rapport Marketing Automation &amp; AI de la ZHAW<\/strong> Les partenaires de recherche Cotide (Marc Gasser et Virginie Cantin), Mayoris (Urs Th\u00fcring), Atedo (Daniel K\u00f6lle), Webalyse (Klaus V\u00f6lk) et Advanis (Markus Vesely) ont particip\u00e9 \u00e0 ce projet.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>L'utilisation de l'intelligence artificielle (IA) prend de plus en plus d'importance dans la gestion des leads. Mais bien que les entreprises voient l'utilit\u00e9 et le potentiel de l'IA et de l'automatisation, peu d'entre elles y ont recours. C'est ce que montre le dernier rapport Marketing Automation &amp; AI de la ZHAW.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Lead Management","_yoast_wpseo_metadesc":"ZHAW-Studie: Lead Management in der Schweiz und Deutschland. Nutzung von KI und Automatisierung bietet hohes Potenzial.","articlekey":"","footnotes":""},"categories":[29],"tags":[339,4166,459,2600],"class_list":["post-26161","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-marketing","tag-marketing-automation","tag-studie","tag-zhaw"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lead Management von Unternehmen ist wenig automatisiert - Organisator<\/title>\n<meta name=\"description\" content=\"ZHAW-Studie: Lead Management in der Schweiz und Deutschland. 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