{"id":53511,"date":"2020-05-28T19:02:32","date_gmt":"2020-05-28T17:02:32","guid":{"rendered":"https:\/\/visionarymarketing.com\/?post_type=glossary&#038;p=53511"},"modified":"2023-05-26T07:59:08","modified_gmt":"2023-05-26T05:59:08","slug":"plan-marketing-b2b","status":"publish","type":"glossary","link":"https:\/\/visionarymarketing.com\/fr\/glossaire\/plan-marketing-b2b\/","title":{"rendered":"Plan marketing B2B"},"content":{"rendered":"<p><span style=\"color: #000080;\"><em>Le plan marketing d\u2019une entreprise en B2B est la r\u00e9sultante directe, le prolongement de l\u2019analyse strat\u00e9gique r\u00e9alis\u00e9e en amont. Par analyse strat\u00e9gique, on entend la d\u00e9finition d\u2019un mod\u00e8le \u00e9conomique proposant une cr\u00e9ation de valeur originale et durable, la fixation d\u2019objectifs et l\u2019attribution de ressources permettant l\u2019atteinte de ces objectifs.<\/em><\/span><\/p>\n<h1>Le plan marketing B2B<\/h1>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-55499 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/jumpstory-download20200820-161544-e1597940195287.jpg\" alt=\"Le plan marketing d\u2019une entreprise est la r\u00e9sultante directe, le prolongement de l\u2019analyse strat\u00e9gique r\u00e9alis\u00e9e en amont.\" width=\"540\" height=\"360\" \/><\/p>\n<p>Une strat\u00e9gie d\u2019entreprise peut prendre diverses formes : strat\u00e9gie de diff\u00e9renciation, d\u2019innovation, de domination par les co\u00fbts, etc.<br \/>\n<!--more--><\/p>\n<h2>L\u2019analyse strat\u00e9gique porte \u00e0 la fois sur l\u2019interne et l\u2019externe via diff\u00e9rents outils :<\/h2>\n<ul>\n<li><strong>Matrice SWOT<\/strong> : dans cette matrice, sont \u00e9valu\u00e9es les forces et faiblesses de l\u2019entreprise mais aussi les opportunit\u00e9s et les menaces auxquelles elle peut \u00eatre confront\u00e9e<\/li>\n<li><strong>Analyse de l\u2019environnement<\/strong> : lire la d\u00e9finition de l\u2019analyse d\u2019un march\u00e9 par l\u2019environnement\u202ftechnologique, institutionnel, \u00e9conomique et culturel (PESTEL)<\/li>\n<\/ul>\n<p>Un certain nombre d\u2019objectifs d\u00e9coulent de cette analyse strat\u00e9gique. Par exemple : faire cro\u00eetre le chiffre d\u2019affaires de xx%, augmenter le taux de fid\u00e9lit\u00e9 des clients de xx%\u2026 Une fois les objectifs g\u00e9n\u00e9raux (strat\u00e9giques) fix\u00e9s, la direction marketing d\u00e9finit une strat\u00e9gie produit\/march\u00e9 permettant de les atteindre.<\/p>\n<p>La direction marketing proc\u00e8de tout d&rsquo;abord \u00e0 une analyse marketing en utilisant, elle aussi, des outils de type SWOT \/ PESTEL et fixe ses objectifs. Ces derniers doivent \u00eatre \u201cSMART\u201d : Sp\u00e9cifiques, Mesurables, Acceptables, R\u00e9alistes et Temporellement d\u00e9finis.<\/p>\n<p>Une fois les objectifs marketing d\u00e9finis, la direction marketing \u00e9nonce sa strat\u00e9gie pour les atteindre. Elle proc\u00e8de \u00e0 la segmentation du march\u00e9 (<a href=\"https:\/\/visionarymarketing.com\/fr\/glossaire\/b2b\/\">lire la d\u00e9finition de la segmentation B2B<\/a>) et d\u00e9termine quels sont les segments cibles. Elle d\u00e9finit ensuite le positionnement des produits, marques, offres pour chacun des segments cibles.<\/p>\n<p>Enfin, elle d\u00e9taille le plan d\u2019action (c\u2019est-\u00e0-dire les choix op\u00e9rationnels, tactiques) pour chacun des segments cibles. C\u2019est ici que l\u2019on retrouvera le marketing mix et ses 4P (lire la d\u00e9finition du marketing mix).<\/p>\n<h3>Les limites des approches th\u00e9oriques du plan marketing B2B<\/h3>\n<p>Il faut veiller, comme pour tout plan d\u2019action, \u00e0 ne pas se figer dans le temps et rester flexible tout au long du plan d\u2019action. L\u2019objectif est de pouvoir r\u00e9agir rapidement \u00e0 son environnement, \u00e0 ses concurrents et \u00e0 tenir compte des r\u00e9sultats que l\u2019on obtient au fur et \u00e0 mesure.<\/p>\n<p>L&rsquo;adoption d\u2019une d\u00e9marche it\u00e9rative (non-lin\u00e9aire) est donc conseill\u00e9e. Elle vous permettra de proc\u00e9der \u00e0 des \u201cboucles\u201d de d\u00e9cision en fonction des r\u00e9sultats obtenus, de nouvelles informations qui vous parviennent du march\u00e9 ou de questionnements survenant en cours de route. Avoir un cadre, une ligne directrice, est n\u00e9cessaire mais la m\u00e9thode it\u00e9rative permet au processus de d\u00e9cision d\u2019\u00eatre plus dynamique, plus critique (critique constructive) vis-\u00e0-vis des actions planifi\u00e9es et d\u2019\u00eatre davantage en interaction avec les collaborateurs et l\u2019environnement.<\/p>\n<h3>Les tendances et innovations du plan marketing B2B<\/h3>\n<p>Comme on vient de le voir, la fixation de lignes directrices est utile. Avoir en t\u00eate les grands objectifs d\u2019une strat\u00e9gie marketing permet \u00e0 chacun de se mobiliser pour atteindre ces objectifs. Cela \u00e9tant, l\u2019environnement des entreprises est extr\u00eamement fluctuant, particuli\u00e8rement en B2B.<\/p>\n<p>Adopter une d\u00e9marche de Test &amp; Learn consiste \u00e0 tester une ou plusieurs hypoth\u00e8ses puis de prendre les d\u00e9cisions qui s\u2019imposent en fonction des r\u00e9sultats de cette exp\u00e9rience. En fait, l\u2019id\u00e9e est de tester en permanence, ce qui permet de s\u2019adapter en continu \u00e0 son march\u00e9.<\/p>\n<p>Cette \u00e9laboration \u201cau fil de l\u2019eau\u201d des actions marketing est une vraie r\u00e9volution en termes d\u2019approche. Les solutions propos\u00e9es ne sont pas \u2013 par d\u00e9finition &#8211; parfaites. On apprend en marchant et en faisant des erreurs. L\u2019erreur est donc permise, elle fait partie int\u00e9grante du processus. Cela peut \u00eatre tr\u00e8s perturbant pour nombre de directions g\u00e9n\u00e9rales, de responsables ou de collaborateurs.<\/p>\n<h3>Outils et m\u00e9thodes du plan marketing B2B<\/h3>\n<p>Une des premi\u00e8res m\u00e9thodes, quand on part sur une approche de Test &amp; Learn, est l\u2019<strong>A\/B testing<\/strong>. A l\u2019origine, cette m\u00e9thode consiste \u00e0 comparer deux versions d\u2019une page Web et d\u2019observer celle qui convertit le mieux ou celle qui est le plus efficace sur un indicateur donn\u00e9 (temps pass\u00e9 sur la page&#8230;). Mais la d\u00e9marche d\u2019A\/B testing s\u2019applique \u00e0 d\u2019autres domaines comme l\u2019e-mailing, le CRM. Elle peut s\u2019appliquer \u00e0 n\u2019importe quelle variable de votre marketing mix (lire la d\u00e9finition du marketing mix).<\/p>\n<p>Autre m\u00e9thode : celle du <strong>Produit Minimum Viable<\/strong> (ou MVP en anglais : Minimum Viable Product). Le MVP est devenu populaire gr\u00e2ce au Lean Startup, m\u00e9thode visant \u00e0 faciliter la cr\u00e9ation rapide de start-up.<\/p>\n<p>Le Minimum Viable Product est la premi\u00e8re version d\u2019un produit, une version r\u00e9solument minimaliste, imparfaite. Quand on pousse le raisonnement du MVP \u00e0 l\u2019extr\u00eame, un MVP = une fonctionnalit\u00e9.<\/p>\n<p>Le seul et unique objectif d\u2019un MVP est de se confronter \u00e0 sa cible suppos\u00e9e afin d\u2019en d\u00e9duire une estimation du march\u00e9.<\/p>\n<h3>Les liens des plans<\/h3>\n<ul>\n<li aria-level=\"3\"><a href=\"https:\/\/www.ludosln.net\/10-ingredients-cles-pour-faire-un-plan-marketing-efficace-en-b2b\/\"><span data-contrast=\"none\">10 ingr\u00e9dients cl\u00e9s pour faire un plan marketing efficace en B2B<\/span><\/a><span data-ccp-props=\"{&quot;335559738&quot;:40,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.plezi.co\/fr\/6-etapes-creer-strategie-marketing-b2b-efficace\/\"><span data-contrast=\"none\">6 \u00e9tapes pour cr\u00e9er une strat\u00e9gie marketing B2B efficace<\/span><\/a><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.neoptimal.com\/blog\/elaborer-strategie-marketing-btob-performante\"><span data-contrast=\"none\">Comment \u00e9laborer une strat\u00e9gie marketing\u00a0<\/span><span data-contrast=\"none\">BtoB<\/span><span data-contrast=\"none\">\u00a0performante ?<\/span><\/a><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/lentreprise.lexpress.fr\/marketing-vente\/prospection-commerciale\/b-to-b-votre-plan-d-action-commerciale-pour-vendre-aux-entreprises_1514981.html\"><span data-contrast=\"none\">BtoB<\/span><span data-contrast=\"none\">\u00a0: votre plan d&rsquo;action commerciale pour vendre aux entreprises<\/span><\/a><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Le plan marketing B2B est la r\u00e9sultante directe, le prolongement de l\u2019analyse strat\u00e9gique r\u00e9alis\u00e9e en amont mais il a ses limites.<\/p>\n","protected":false},"author":101,"featured_media":55499,"parent":0,"template":"","glossary-cat":[],"class_list":["post-53511","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Plan marketing B2B definition by Marketing and Innovation<\/title>\n<meta name=\"description\" content=\"Le plan marketing B2B est la r\u00e9sultante directe, le prolongement de l\u2019analyse strat\u00e9gique r\u00e9alis\u00e9e en amont mais il a ses limites\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/glossaire\/plan-marketing-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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