{"id":53505,"date":"2020-05-28T18:48:24","date_gmt":"2020-05-28T16:48:24","guid":{"rendered":"https:\/\/visionarymarketing.com\/?post_type=glossary&#038;p=53505"},"modified":"2023-05-29T08:37:18","modified_gmt":"2023-05-29T06:37:18","slug":"persona-marketing-b2b","status":"publish","type":"glossary","link":"https:\/\/visionarymarketing.com\/fr\/glossaire\/persona-marketing-b2b\/","title":{"rendered":"Persona en B2B"},"content":{"rendered":"<p><span style=\"color: #333399;\"><em>Pour \u00e9tablir un portrait-robot, un profil-type de vos prospects ou clients en B2B on recourt la plupart du temps \u00e0 la technique du Persona marketing ou Buyer persona en anglais. Le terme de Persona est un terme latin qui signifie \u00ab\u00a0personnage\u00a0\u00bb et qui est revenu en fran\u00e7ais via l&rsquo;anglais. Si en fran\u00e7ais on adopte au pluriel, le gallicisme \u00ab\u00a0personas\u00a0\u00bb, dans les pays anglo-saxons, on utilisera plut\u00f4t le latin \u00ab\u00a0personae\u00a0\u00bb. Le persona marketing B2B permet de d\u00e9finir qui sont vos acheteurs cibles. Il est un standard du marketing B2B, ce qui ne veut pas dire qu&rsquo;il n&rsquo;a pas ses limites ni qu&rsquo;il n&rsquo;est pas critiqu\u00e9<\/em><\/span><\/p>\n<h1><span class=\"TextRun MacChromeBold SCXW13294855 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW13294855 BCX0\">D\u00e9finition du <\/span><span class=\"NormalTextRun SpellingErrorV2 SpellingErrorHighlight SCXW13294855 BCX0\">p<\/span><\/span><span class=\"TextRun MacChromeBold SCXW13294855 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2 SpellingErrorHighlight SCXW13294855 BCX0\">ersona<\/span><\/span><span class=\"TextRun MacChromeBold SCXW13294855 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW13294855 BCX0\"> en ma<\/span><\/span><span class=\"TextRun MacChromeBold SCXW13294855 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW13294855 BCX0\">rketing <\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW13294855 BCX0\">B2B<\/span><\/span><span class=\"EOP SCXW13294855 BCX0\" data-ccp-props=\"{&quot;335551550&quot;:2,&quot;335551620&quot;:2,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h1>\n<figure id=\"attachment_55352\" aria-describedby=\"caption-attachment-55352\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/31887349164_cddcd52eba_c-e1597917608772.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-55352 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/31887349164_cddcd52eba_c-e1606479104168.jpg\" alt=\"Le\u00a0persona\u00a0en\u00a0B2B\u00a0\" width=\"750\" height=\"500\" \/><\/a><figcaption id=\"caption-attachment-55352\" class=\"wp-caption-text\">Le persona marketing B2B est un portrait-robot, des profils types de vos prospects\/clients. Il permet de d\u00e9finir qui sont vos acheteurs cibles.<\/figcaption><\/figure>\n<p>Pour chaque persona marketing B2B, il est important de d\u00e9terminer :<\/p>\n<ul>\n<li>L\u2019intitul\u00e9 de poste de la personne<\/li>\n<li>Son sexe<\/li>\n<li>Le type d\u2019entreprise dans laquelle est travaille<\/li>\n<li>Son secteur d\u2019activit\u00e9<\/li>\n<li>Sa probl\u00e9matique principale<\/li>\n<li>Son pouvoir de d\u00e9cision<\/li>\n<li>Ses centres d\u2019int\u00e9r\u00eat<\/li>\n<li>Son niveau d\u2019\u00e9tudes<\/li>\n<\/ul>\n<p><!--more--><\/p>\n<p>La cr\u00e9ation de personas permet de construire des sc\u00e9narios d\u2019utilisation pour une offre donn\u00e9e. Les personas sont le plus souvent utilis\u00e9s dans le cadre d\u2019une strat\u00e9gie d\u2019inbound marketing. Ils permettent de cr\u00e9er les contenus les plus adapt\u00e9s au type de personne cibl\u00e9e.<\/p>\n<h2>Les limites des approches th\u00e9oriques du Persona en B2B<\/h2>\n<p>Il faut faire attention de ne pas tomber dans la caricature de certains personas beaucoup trop th\u00e9oriques qui ne correspondent \u00e0 aucun acheteur r\u00e9el. Il faut particuli\u00e8rement veiller \u00e0 ne pas cr\u00e9er de personas qui ressembleraient \u00e0 une approche BtoC o\u00f9 l\u2019on utilise beaucoup de donn\u00e9es d\u00e9mographiques. Ainsi, en BtoB, on peut d\u00e9cider de donner une tranche d\u2019\u00e2ge \u00e0 un persona mais cette caract\u00e9ristique reste secondaire par rapport aux autres.<\/p>\n<figure id=\"attachment_55357\" aria-describedby=\"caption-attachment-55357\" style=\"width: 792px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/buyer-persona-examples-b2c-retail.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-55357 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/buyer-persona-examples-b2c-retail.jpg\" alt=\"persona B2B\" width=\"792\" height=\"612\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/buyer-persona-examples-b2c-retail.jpg 792w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/buyer-persona-examples-b2c-retail-388x300.jpg 388w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/buyer-persona-examples-b2c-retail-768x593.jpg 768w\" sizes=\"auto, (max-width: 792px) 100vw, 792px\" \/><\/a><figcaption id=\"caption-attachment-55357\" class=\"wp-caption-text\">Attention <a href=\"https:\/\/blog.alexa.com\/10-buyer-persona-examples-help-create\/\" target=\"_blank\" rel=\"noopener noreferrer\">aux Buyer Personas am\u00e9ricains<\/a> qui sont assez caricaturaux et pr\u00eatent le flan \u00e0 la critique en Europe et particuli\u00e8rement en France. Il est plut\u00f4t conseill\u00e9 de construire un profil au travers de vrais clients B2B en le basant sur leurs besoins et \u00ab\u00a0painpoints\u00a0\u00bb business. Cela les rendra beaucoup plus cr\u00e9dibles et vous permettra d&rsquo;\u00e9tablir de v\u00e9ritables cas d&rsquo;\u00e9cole &#8211; source :\u00a0<a href=\"https:\/\/blog.alexa.com\/10-buyer-persona-examples-help-create\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog.alexa.com<\/a><\/figcaption><\/figure>\n<p>Dans le bas de march\u00e9, les personas peuvent fonctionner de mani\u00e8re satisfaisante mais d\u00e8s que les d\u00e9cisions sont coll\u00e9giales, ils n\u2019ont plus de pertinence. Il faut alors utiliser des cas d\u2019usage tr\u00e8s professionnels invoquant la probl\u00e9matique, la solution, la mani\u00e8re dont cette solution a \u00e9t\u00e9 mise en \u0153uvre et combien cela a rapport\u00e9.<\/p>\n<h3>Les tendances et innovations<\/h3>\n<p>Quand les personas en BtoB ne sont pas possibles, pour les raisons \u00e9voqu\u00e9es pr\u00e9c\u00e9demment (d\u00e9cisions coll\u00e9giales dans le haut de march\u00e9, processus complexes&#8230;), il est pr\u00e9f\u00e9rable de partir sur des cas d\u2019usage. Pour r\u00e9aliser un cas d\u2019usage, on commence par interviewer le client. On produit ensuite une fiche (ou un article) relatant ce qui a \u00e9t\u00e9 r\u00e9alis\u00e9 pour ce client. Ce use case peut soit \u00eatre nominatif (le client accepte qu\u2019on cite son nom), soit anonyme (le nom du client m\u2019appara\u00eet pas).<\/p>\n<p><a href=\"https:\/\/agence.visionarymarketing.com\/fr\/cas-usages\/cas-d-usage-marketing-automation.html\" target=\"_blank\" rel=\"noopener noreferrer\">Voici un cas d\u2019usage r\u00e9alis\u00e9 pour un client de Visionary Marketing dans le secteur du cloud computing<\/a>.<\/p>\n<p>Les b\u00e9n\u00e9fices d\u2019un cas d\u2019usage sont multiples : le lecteur (votre prospect) s\u2019identifie au retour d&rsquo;exp\u00e9rience qu\u2019il lit (le secteur d\u2019activit\u00e9 et la taille de l\u2019entreprise sont proches, les probl\u00e9matiques le concernent&#8230;) et c\u2019est pour vous une formidable preuve par l\u2019exemple qui l\u00e9gitime votre s\u00e9rieux et vos comp\u00e9tences.<\/p>\n<p>Enfin, le fait de r\u00e9aliser des cas d\u2019usages est une formidable occasion de mieux conna\u00eetre vos clients.<\/p>\n<p>En les interrogeant, vous allez d\u00e9couvrir des facettes insoup\u00e7onn\u00e9es de leur personnalit\u00e9, et de leurs besoins \/ attentes.<\/p>\n<h3>Outils et m\u00e9thodes<\/h3>\n<p>Plusieurs techniques permettent de d\u00e9finir des personas en BtoB : enqu\u00eates qualitatives, enqu\u00eates quantitatives, \u00e9tudes de march\u00e9. (lien vers la fiche sur les enqu\u00eates \/ questionnaires)<\/p>\n<p>Les enqu\u00eates qualitatives permettent de r\u00e9aliser par exemple des entretiens en face-\u00e0-face qui seront tr\u00e8s riches d\u2019enseignement pour la connaissance et la compr\u00e9hension du comportement des acheteurs.<\/p>\n<p>Une fois les premi\u00e8res \u00e9bauches de personas r\u00e9alis\u00e9es, une enqu\u00eate quantitative permettra de valider certaines hypoth\u00e8ses et de finaliser les personas.<\/p>\n<h3>Les liens sur le Persona en B2B<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.synolia.com\/blog\/marketing-automation\/personas-conseils-1\/\"><span data-contrast=\"none\">Bien cerner ses\u00a0<\/span><span data-contrast=\"none\">persona<\/span><span data-contrast=\"none\">s<\/span><span data-contrast=\"none\">\u00a0en\u00a0<\/span><span data-contrast=\"none\">BtoB<\/span><span data-contrast=\"none\">\u00a0: les 9 erreurs \u00e0 \u00e9viter<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.plezi.co\/fr\/buyer-persona-marketing\/\"><span data-contrast=\"none\">Buyer persona marketing : pourquoi et comment les d\u00e9finir ?<\/span><\/a><span data-ccp-props=\"{&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.ideagency.fr\/blog\/template-persona-marketing\"><span data-contrast=\"none\">6\u00a0<\/span><span data-contrast=\"none\">templates<\/span><span data-contrast=\"none\">\u00a0de\u00a0<\/span><span data-contrast=\"none\">persona<\/span><span data-contrast=\"none\">s<\/span><span data-contrast=\"none\">\u00a0marketing<\/span><\/a><span data-ccp-props=\"{&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/leadgenerator.fr\/le-buyer-persona-en-btob\/\"><span data-contrast=\"none\">Le\u00a0<\/span><span data-contrast=\"none\">buyer<\/span><span data-contrast=\"none\">\u00a0persona en\u00a0<\/span><span data-contrast=\"none\">btob<\/span><\/a><span data-ccp-props=\"{&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Le persona B2B permet de d\u00e9finir qui sont vos acheteurs cibles.<\/p>\n","protected":false},"author":101,"featured_media":55352,"parent":0,"template":"","glossary-cat":[],"class_list":["post-53505","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Persona\u00a0marketing B2B : glossaire critique du B2B<\/title>\n<meta name=\"description\" content=\"En marketing B2B le persona est un portrait-robot, un profil type de vos prospects\/clients. 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