{"id":12665,"date":"2014-03-03T07:53:58","date_gmt":"2014-03-03T06:53:58","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=12665"},"modified":"2023-09-18T13:02:36","modified_gmt":"2023-09-18T11:02:36","slug":"marketing-automation-5-ecueils","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/03\/03\/marketing-automation-5-ecueils\/","title":{"rendered":"Marketing automation : 5 \u00e9cueils et le retargeting B2B \u00e0 la rescousse"},"content":{"rendered":"<p><em><span style=\"color: #4f81bd;\">Quels sont les \u00e9cueils du marketing automation. Comment obtenir plus de clients ? Voici la question \u00e0 100 000 \u20ac que se posent tous les marketeurs et notamment en cette p\u00e9riode de crise. Les efforts des marketeurs B2B sont \u00e9normes en effet, pour capter plus de visites, g\u00e9n\u00e9rer plus de contacts, transformer plus de contacts en clients \u2026 Oui mais comment faire pour b\u00e9n\u00e9ficier \u00e0 plein de ses visiteurs Web ? Le marketing automation ?<\/span><\/em><\/p>\n<h2>Marketing automation : 5 \u00e9cueils et le retargeting B2B \u00e0 la rescousse<\/h2>\n<figure id=\"attachment_50943\" aria-describedby=\"caption-attachment-50943\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-50943 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/Screenshot-2020-03-11-at-16.34.00-e1583940906719.jpg\" alt=\"Ecueils Marketing automation\" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/Screenshot-2020-03-11-at-16.34.00-e1583940906719.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/Screenshot-2020-03-11-at-16.34.00-e1583940906719-458x300.jpg 458w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><figcaption id=\"caption-attachment-50943\" class=\"wp-caption-text\">Nous avons relev\u00e9 5 \u00e9cueils du marketing automation<\/figcaption><\/figure>\n<p><em><span style=\"color: #4f81bd;\">Il se focalise sur les contacts d\u00e9j\u00e0 acquis &#8230; et n\u00e9cessite donc un budget cons\u00e9quent ; il convient \u00e9galement de r\u00e9soudre 5 \u00e9cueils primordiaux du marketing automation. Voici notre r\u00e9ponse, dans un partenariat entre <a href=\"https:\/\/visionarymarketing.com\" target=\"_blank\" rel=\"noopener noreferrer\">visionary marketing<\/a> et<a href=\"https:\/\/www.getquanty.com\" target=\"_blank\" rel=\"noopener noreferrer\"> Get+<\/a>, sous la forme d\u2019une <a class=\"zem_slink\" title=\"Solution\" href=\"https:\/\/en.wikipedia.org\/wiki\/Solution\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">solution<\/a> intitul\u00e9e \u201cretargeting B2B\u201d. Comme toute bonne solution, sa description commence par l\u2019explication du probl\u00e8me des marketeurs:<\/span><\/em><\/p>\n<p><!--more--><\/p>\n<p><iframe style=\"line-height: 1.5em;\" src=\"https:\/\/www.slideshare.net\/slideshow\/embed_code\/31831913\" width=\"750\" height=\"600\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p>A l\u2019origine, il y a une frustration : celle de de ramener plus de visites sur son site, au travers des contenus, des adwords, des adsense, des banni\u00e8res et du RTB (etc.) et aussi de l\u2019affiliation et de ne pas toujours savoir qui sont ces visiteurs, ni quoi en faire.<\/p>\n<h3>Le bon vieux formulaire<\/h3>\n<p>Certes, il y a le bon vieux formulaire et le livre blanc (indispensable quand il est bien fait, c\u2019est-\u00e0-dire qu\u2019il r\u00e9pond vraiment \u00e0 une probl\u00e9matique de son public ou qu\u2019il est suffisamment positionnant pour l\u2019entreprise).<\/p>\n<p>Mais tous les visiteurs, loin de l\u00e0, ne cliquent pas sur le formulaire et comment s\u2019assurer qu\u2019on ne passe pas \u00e0 c\u00f4t\u00e9 d\u2019un prospect int\u00e9ressant ? De m\u00eame, que faire quand on a d\u00e9pens\u00e9 beaucoup d\u2019argent sur les <a class=\"zem_slink\" title=\"Google AdWords\" href=\"https:\/\/adwords.google.com\" target=\"_blank\" rel=\"homepage noopener noreferrer\">Adwords<\/a>, et <a href=\"https:\/\/visionarymarketing.com\/fr\/2012\/10\/adwords-comment-les-marketeurs-engraissent-google-tribune-libre\/\" target=\"_blank\" rel=\"noopener noreferrer\">que l\u2019on devient \u201cGoogle dependent\u201d comme nous l\u2019a d\u00e9j\u00e0 expliqu\u00e9 Denis Fages<\/a> ?<\/p>\n<h3>5 \u00e9cueils majeurs du marketing automation<\/h3>\n<p>Alors il y a une solution : le marketing automation. Mais le marketing automation n\u2019est pas sans ses d\u00e9fis. Ils sont m\u00eame au nombre de 5 :<\/p>\n<ul>\n<li><b>1. Ma\u00eetriser le marketing de contenu<\/b> : la base du marketing automation, avant de parler de technique ou de logiciels, reste la ma\u00eetrise du marketing de contenu. Si, en 2014, il n&rsquo;existe plus beaucoup de monde pour remettre en question l&rsquo;importance du \u00ab Brand content \u00bb, il n&rsquo;en est pas moins vrai que la ma\u00eetrise du fond et de la forme du contenu reste un probl\u00e8me pour beaucoup de d\u00e9cideurs du digital. L&rsquo;encombrement de l&rsquo;espace Web et la difficult\u00e9 croissante \u00e0 r\u00e9f\u00e9rencer des contenus oblige aussi \u00e0 choisir des tactiques de plus en plus sophistiqu\u00e9es et originales pour se d\u00e9marquer de ses concurrents.<\/li>\n<li><b>2. Branchements logiques et emailings<\/b> : si le marketing automation offre une grande souplesse et une grande subtilit\u00e9 dans les types de branchements et de ciblages et de \u00ab scoring comportemental \u00bb, il offre aussi des d\u00e9fis en termes de complexification, notamment lorsque l&rsquo;utilisateur cherche \u00e0 pr\u00e9voir trop de cas possibles, ce qui alourdit le projet consid\u00e9rablement. En outre, ces projets r\u00e9clament \u00e9galement des efforts intellectuels en termes de ciblage des messages et de leur conception ; un domaine pas toujours ma\u00eetris\u00e9 dans les entreprises.<\/li>\n<li><b>3. Les bases de donn\u00e9es au c\u0153ur du sujet<\/b> : un des points majeurs dans la mise en \u0153uvre des projets de marketing automation se trouve dans la capacit\u00e9 des directeurs digitaux \u00e0 ma\u00eetriser leurs bases de donn\u00e9es. Ne riez pas ; \u00e0 l&rsquo;heure du <a class=\"zem_slink\" title=\"Big data\" href=\"https:\/\/en.wikipedia.org\/wiki\/Big_data\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">Big Data<\/a>, le Small Data reste la pr\u00e9occupation dominante.\u00a0Par l\u00e0 j\u2019entends la qualit\u00e9 au jour le jour de ces donn\u00e9es, dont, si l&rsquo;on croit une \u00e9tude IDC\/EMC de 2013 (<a href=\"https:\/\/bit.ly\/idcemcetude\">https:\/\/bit.ly\/idcemcetude<\/a>) seules 1 % sont utilisables aujourd&rsquo;hui. Qui plus est, pour amorcer les projets de marketing automation il faut en passer par deux voies principales : la premi\u00e8re consiste en un raccordement \u00e0 la base de donn\u00e9es clients, l\u2019autre, implique l&rsquo;achat ou la location de bases externes. La premi\u00e8re implique que le porteur du projet soit aussi responsable de la base de donn\u00e9es clients ou qu&rsquo;il ait la latitude de l&rsquo;utiliser sans trop augmenter la pression commerciale. La deuxi\u00e8me sous-entend un investissement non n\u00e9gligeable (entre 5 et 15 \u20ac par adresse selon les profils et au-del\u00e0 pour des profils de d\u00e9cideurs plus importants) au moment m\u00eame o\u00f9 les budgets se resserrent. Enfin, cette base de donn\u00e9es est souvent d\u00e9cal\u00e9e par rapport aux sujet de business development (lancement d&rsquo;une nouvelle offre ou d&rsquo;un service\/produit sortant du c\u0153ur de m\u00e9tier) \u00e0 moins qu\u2019elle ne soit la propri\u00e9t\u00e9 d&rsquo;une autre unit\u00e9 d\u2019affaires (BU).<\/li>\n<li><b>4. Les ressources<\/b> : Un autre souci majeur des porteurs de projets de marketing automation, en dehors des comp\u00e9tences li\u00e9es \u00e0 la gestion et la maintenance des bases de donn\u00e9es, est celui de la disponibilit\u00e9 des ressources. Souvent, il s&rsquo;agit de projets complexes, certes puissants, mais n\u00e9cessitant un investissement fort en temps marketing, en amont du projet. C&rsquo;est souvent cette composante temporelle qui fait \u00e9chouer les projets de ce type.<\/li>\n<li>5. Enfin, <b>l&rsquo;investissement de d\u00e9part<\/b>, peut effrayer plus d\u2019une entreprise fran\u00e7aise cherchant \u00e0 se lancer dans le marketing automation, car celui-ci est hors de port\u00e9e des entreprises moyennes, ou de celles qui n&rsquo;auraient pas de si\u00e8ge aux <a class=\"zem_slink\" title=\"United States\" href=\"https:\/\/maps.google.com\/maps?ll=38.8833333333,-77.0166666667&amp;spn=10.0,10.0&amp;q=38.8833333333,-77.0166666667 (United%20States)&amp;t=h\" target=\"_blank\" rel=\"geolocation noopener noreferrer\">\u00c9tats-Unis<\/a>. Nous avons souvent remarqu\u00e9 sur le terrain que l&rsquo;achat d&rsquo;un logiciel de marketing automation par le si\u00e8ge am\u00e9ricain d&rsquo;une soci\u00e9t\u00e9 internationale n\u2019amenait aucune utilisation locale. La complexit\u00e9 du param\u00e9trage ; celui-ci ne pouvant, pour des raisons culturelles et linguistiques, \u00eatre ma\u00eetris\u00e9 par le si\u00e8ge am\u00e9ricain, rebute en effet les utilisateurs locaux qui se sentent hors de port\u00e9e d\u2019un projet lointain qui les d\u00e9passe. Ceci fait qu\u2019en fin de compte, l&rsquo;outil reste inutilis\u00e9, g\u00e2chant ainsi le beau potentiel d&rsquo;une technique pourtant tr\u00e8s puissante si le logiciel est bien param\u00e9tr\u00e9.<\/li>\n<\/ul>\n<p><iframe title=\"[Fr] Transformer ses visiteurs en clients avec le retargeting b2b (marketing automation)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/MYup5BwZn58?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Cela \u00e9tant, une solution existe, permettant de tirer le meilleur de cette approche nouvelle et automatis\u00e9e du marketing et des big data, sans se compliquer la vie, et pour des budgets beaucoup plus r\u00e9duits. Acheter le produit le plus cher, si l&rsquo;on n&rsquo;a pas le moyen de le faire fonctionner, n\u2019est sans doute pas la meilleure solution.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quels sont les \u00e9cueils du marketing automation. Comment obtenir plus de clients ? Voici la question \u00e0 100 000 \u20ac que se posent tous les marketeurs et notamment en cette p\u00e9riode de crise. Les efforts des marketeurs B2B sont \u00e9normes en effet, pour capter plus de visites, g\u00e9n\u00e9rer plus de contacts, transformer plus de contacts &hellip;<\/p>\n","protected":false},"author":2,"featured_media":50943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-12665","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ecueils du marketing automation : le retargeting B2B \u00e0 la rescousse<\/title>\n<meta name=\"description\" content=\"Les \u00e9cueils du marketing automation sont nombreux et il convient d&#039;y apporter une r\u00e9ponse. 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