{"id":13503,"date":"2014-05-06T09:00:13","date_gmt":"2014-05-06T07:00:13","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=13503"},"modified":"2020-04-06T13:35:39","modified_gmt":"2020-04-06T11:35:39","slug":"generation-de-leads","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/05\/06\/generation-de-leads\/","title":{"rendered":"g\u00e9n\u00e9ration de Leads en B2B : le mobile incontournable"},"content":{"rendered":"<p align=\"justify\"><em><span style=\"color: #4f81bd;\">Quand on vous dit que les <a href=\"https:\/\/amonboss.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">mobiles deviennent incontournables<\/a>, surtout en B2B ! Cette r\u00e9alit\u00e9, de plus en plus pr\u00e9sente sur les sites Web, se retrouve \u00e9galement dans le marketing \u00e0 la performance. Voici quelques chiffres glan\u00e9s aupr\u00e8s de <span class=\"removed_link\" title=\"http:\/\/fr.linkedin.com\/in\/guillaumerigal\">Guillaume Rigal<\/span>, DG de l\u2019agence <a href=\"http:\/\/www.agence-b2b.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">B2B,<\/a> dont par transparence, je dois vous dire qu\u2019elle fait partie du <a href=\"https:\/\/www.effiliation.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">m\u00eame groupe<\/a> que <a href=\"https:\/\/visionarymarketing.com\" target=\"_blank\" rel=\"noopener noreferrer\">mon agence<\/a>. Ces pr\u00e9cautions \u00e9tant prises, voici les conclusions des observations de Guillaume, chiffres \u00e0 l\u2019appui, avec les raisons qui feront que d\u00e9sormais, vous n\u2019oublierez plus jamais de prendre en compte les mobiles dans vos strat\u00e9gies de g\u00e9n\u00e9rations de leads.<\/span><\/em><\/p>\n<p align=\"center\"><iframe src=\"\/\/www.youtube.com\/embed\/qa11fGAn4f8\" width=\"560\" height=\"315\" frameborder=\"0\" align=\"center\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: center;\"><span style=\"color: #000080;\"><em>Entretien avec Guillaume Rigal, directeur g\u00e9n\u00e9ral de l\u2019agence B2B<\/em><\/span><\/p>\n<blockquote class=\"quote-light\"><p><strong>Quelle est l\u2019importance du mobile aujourd\u2019hui dans la g\u00e9n\u00e9ration du lead ?<\/strong><\/p>\n<p>Aujourd\u2019hui nous nous sommes rendu compte en regardant nos pages d\u2019atterrissage que l\u2019on arrivait \u00e0 g\u00e9n\u00e9rer 15% \u00e0 20% de trafic mobile, et qu\u2019en termes de conversion, nous observions une progression. Nous d\u00e9passons en effet la barre des 10% et parfois, sur certaines campagnes, nous atteignons 15% de leads g\u00e9n\u00e9r\u00e9s sur mobile c\u2019est-\u00e0-dire le smartphone et la tablette.<\/p>\n<p><strong>Est-ce un ph\u00e9nom\u00e8ne r\u00e9cent o\u00f9 pr\u00e9existant ?<\/strong><\/p>\n<p>Nous poss\u00e9dons un an de donn\u00e9es sur la g\u00e9n\u00e9ration de leads et sur le e-commerce via mobile, et nous la progression est d\u00e9j\u00e0 visible ; elle est plus flagrante dans certains secteurs, o\u00f9 la mobilit\u00e9 a plus d\u2019importance, par exemple le BTP.<\/p><\/blockquote>\n<p><!--more--><\/p>\n<blockquote class=\"quote-light\"><p><strong>Quelle est la part de leads g\u00e9n\u00e9r\u00e9s sur smartphone et tablette \u00e0 l\u2019heure actuelle ? <\/strong><\/p>\n<p>Environ entre 10% et 15%, selon la saisonnalit\u00e9 et les campagnes : Nous sommes pass\u00e9s en moyenne de 9% \u00e0 11.5% sur la fin de l\u2019ann\u00e9e derni\u00e8re.<\/p>\n<div style=\"margin-bottom: 5px;\"><strong><a title=\"MOBILE ET CONTENU :un nouveau souffle pour la generation de leads B2B\" href=\"https:\/\/www.slideshare.net\/agenceb2b\/mobile-et-contenu-un-nouveau-souffle-pourla-gnration-de-leads-b2b\" target=\"_blank\" rel=\"noopener noreferrer\">MOBILE ET CONTENU :un nouveau souffle pour la generation de leads B2B<\/a> <\/strong>from <strong><a href=\"https:\/\/www.slideshare.net\/agenceb2b\" target=\"_blank\" rel=\"noopener noreferrer\">agence b2b<\/a><\/strong><\/div>\n<div style=\"margin-bottom: 5px;\"><\/div>\n<p><strong>Prenons l\u2019exemple du BTP : quelles diff\u00e9rences d\u2019usage entre terminaux ? <\/strong><\/p>\n<p>Le PC est utilis\u00e9 par des personnes travaillant dans un bureau, donc on aper\u00e7oit entre 8h et 19h que la plupart des leads viennent de ce type d\u2019acc\u00e8s. Le smartphone va avoir quant \u00e0 lui un impact au moment des heures de pointe : c\u2019est quelqu\u2019un qui sera sur un chantier par exemple, ou qui revient d\u2019une pause. Il n\u2019y a quasiment pas de leads g\u00e9n\u00e9r\u00e9s sur ces terminaux en dehors des pics qui se situent pendant les pauses, aux alentours de 8h-9h, 12h, 15h et \u00e0 la sortie du chantier apr\u00e8s 18h. Concernant la tablette, il y a quelques pics dans la journ\u00e9e, mais c\u2019est principalement dans la soir\u00e9e que les utilisateurs utilisent ce support pour un usage r\u00e9cr\u00e9atif.<\/p>\n<p><strong>Donc les diff\u00e9rents canaux ne sont pas en concurrence, mais sont compl\u00e9mentaires ?<\/strong><\/p>\n<p>Tout \u00e0 fait, si on veut toucher un professionnel, il n\u2019y a pas que la p\u00e9riode de 9h \u00e0 17h, il y a aussi celles situ\u00e9es en dehors de ces horaires. Lorsque les utilisateurs sont chez eux, il y a encore de l\u2019activit\u00e9, surtout chez les artisans chez qui il n\u2019y a pas r\u00e9ellement de barri\u00e8re entre le travail et la vie priv\u00e9e.<\/p>\n<p><strong>Et concernant la restauration, qui est un m\u00e9tier saisonnier ? <\/strong><\/p>\n<p>Contrairement \u00e0 ce \u00e0 quoi nous nous attendions, dans ce secteur, la g\u00e9n\u00e9ration de leads sur mobile fonctionne mieux en p\u00e9riode de forte activit\u00e9. La progression de la tablette et du mobile s\u2019est surtout faite sur l\u2019\u00e9t\u00e9, o\u00f9 l\u2019on observe un pic important, tout simplement parce que les professionnels de la restauration sont plus derri\u00e8re le comptoir que derri\u00e8re l\u2019ordinateur en train de faire leurs comptes, et le smartphone\/tablette est donc plus facile \u00e0 utiliser dans ce contexte que l\u2019ordinateur.<\/p>\n<p><strong>Avez-vous un conseil \u00e0 donner aux directeurs marketing ? <\/strong><\/p>\n<p>Je leur dirais de regarder leurs statistiques, de voir l\u2019usage qu\u2019ils constatent sur leurs pages et d\u2019adapter leurs strat\u00e9gies en cons\u00e9quence. Aujourd\u2019hui, monter des des dispositifs de g\u00e9n\u00e9ration de leads qui ne sont pas compatibles pour mobiles, c\u2019est un peu dommage \u2026<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Quand on vous dit que les mobiles deviennent incontournables, surtout en B2B ! Cette r\u00e9alit\u00e9, de plus en plus pr\u00e9sente sur les sites Web, se retrouve \u00e9galement dans le marketing \u00e0 la performance. Voici quelques chiffres glan\u00e9s aupr\u00e8s de Guillaume Rigal, DG de l\u2019agence B2B, dont par transparence, je dois vous dire qu\u2019elle fait partie &hellip;<\/p>\n","protected":false},"author":2,"featured_media":34067,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-13503","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 v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>g\u00e9n\u00e9ration de Leads en B2B : le mobile incontournable<\/title>\n<meta name=\"description\" content=\"Quand on vous dit que les mobiles deviennent incontournables, surtout en B2B ! 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/13503","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=13503"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/13503\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/34067"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=13503"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=13503"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=13503"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}