{"id":17466,"date":"2015-03-23T09:00:12","date_gmt":"2015-03-23T08:00:12","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=17466&preview_id=17466"},"modified":"2022-06-22T12:38:47","modified_gmt":"2022-06-22T10:38:47","slug":"marketing-b2b-et-reseaux-sociaux","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/03\/23\/marketing-b2b-et-reseaux-sociaux\/","title":{"rendered":"Marketing B2B et r\u00e9seaux sociaux : 6 crit\u00e8res de succ\u00e8s"},"content":{"rendered":"

Marketing B2B et r\u00e9seaux sociaux\u00a0font tr\u00e8s bon m\u00e9nage.<\/a>\u00a0Les sujets du marketing B2B<\/a> sont souvent minimis\u00e9s pourtant, on oublie qu’une grande majorit\u00e9 du commerce est r\u00e9alis\u00e9e par ces \u00e9changes d’entreprise \u00e0 entreprise. Si j’en crois les co-auteurs de Wikip\u00e9dia il s’agirait d’une proportion d’environ 70 %<\/a> bien que je n’aie pas encore r\u00e9ussi \u00e0 croiser cette information ; je la juge cependant assez\u00a0cr\u00e9dible, affaire \u00e0 suivre.<\/em><\/p>\n

Marketing B2B et r\u00e9seaux sociaux : 6 crit\u00e8res de succ\u00e8s<\/h2>\n
\"marketing
marketing B2B et marketing B2C et pertinence avec les m\u00e9dias sociaux<\/figcaption><\/figure>\n

<\/p>\n

Pourtant, le marketing B2B<\/a> manque s\u00e9rieusement de documentation et d’experts, la plupart des \u00e9l\u00e8ves sortant de nos \u00e9coles de commerce pr\u00e9f\u00e9rant se jeter sur le marketing du B2C, apparemment plus facile. C’est bien dommage, car le B2B offre de nombreux avantages, et pas seulement celui d’une\u00a0plus faible concurrence.<\/em><\/p>\n

Des sujets plus profonds<\/h3>\n

Les sujets du B2B sont souvent plus profonds (voir notre sch\u00e9ma de comparaison B2B et B2C ci-dessous) et se pr\u00eatent particuli\u00e8rement \u00e0 l’usage des m\u00e9dias sociaux, contrairement aux id\u00e9es re\u00e7ues. <\/em><\/p>\n

J’ai donc list\u00e9 ici quelques points qui me paraissent particuli\u00e8rement cruciaux pour l’usage des m\u00e9dias sociaux en rapport avec le marketing B2B et je vous engage \u00e0 lire \u00e9galement la suite de l’article qui est int\u00e9gralement repris sur notre site Web<\/a>.\u00a0<\/em>\u00a0<\/em><\/p>\n

Les crit\u00e8res de succ\u00e8s du marketing B2B dans les r\u00e9seaux sociaux peuvent \u00eatre r\u00e9sum\u00e9s ainsi :<\/h3>\n

Premi\u00e8rement, la vente en business-to-business s’\u00e9tablit essentiellement autour d’une d\u00e9marche d’apport de solutions<\/strong> (au sens de ce qui est d\u00e9crit dans Solution Selling par Michael T. Bosworth<\/a>).\u00a0 Pour sch\u00e9matiser, on peut dire que dans le marketing du B2B, ce qui marche le mieux, c\u2019est comment on documente, r\u00e9sout \u2013 voire m\u00eame comment on aide \u00e0 faire \u00e9merger \u2013 les probl\u00e8mes devant les yeux des clients avant de les r\u00e9soudre. Ce genre de d\u00e9marche consultative<\/a> ne peut pas \u00eatre r\u00e9alis\u00e9 par des gens qui ne connaissent pas le domaine technologique ou professionnel auquel se rapporte le contenu. Seules des personnes capables de comprendre le domaine sont aptes \u00e0 s\u2019exprimer sans faire d\u2019erreur. Dans ce cas, les communicants jouent surtout un r\u00f4le de soutien \u2026 ou de chambre d\u2019\u00e9cho quand les experts n\u2019ont pas la capacit\u00e9 ou le temps n\u00e9cessaire pour s\u2019exprimer.<\/p>\n

Des techniciens qui parlent aux techniciens<\/h3>\n

Deuxi\u00e8mement, les interlocuteurs de ces \u00ab techniciens \u00bb sont d’autres techniciens qui eux-aussi naviguent sur les m\u00e9dias sociaux,<\/strong> et en particulier les blogs<\/span>, afin de trouver des r\u00e9ponses \u00e0 leurs questions et leurs probl\u00e9matiques. C’est quand le marketeur aura document\u00e9 ces probl\u00e8mes que l’acheteur trouvera une v\u00e9ritable r\u00e9ponse \u00e0 ces questions.<\/p>\n

Troisi\u00e8mement, le B2B touche souvent de petites communaut\u00e9s tr\u00e8s vivaces<\/a> et tr\u00e8s proches les unes des autres,<\/strong> souvent passionn\u00e9es par leur domaine. Les m\u00e9dias sociaux agissent tr\u00e8s bien dans ce domaine, notamment autour des blogs,<\/a> o\u00f9 l’on trouve souvent de petits nombres de commentaires mais tr\u00e8s riches et tr\u00e8s document\u00e9s.<\/p>\n

\"En
R\u00e9union avec des influenceurs chez Orange Business Services<\/figcaption><\/figure>\n

Quatri\u00e8mement, tout le monde n’est pas en effet capable de cr\u00e9er un contenu<\/a>, ni de parler devant un client,<\/strong> mais force est de constater que beaucoup de techniciens, sp\u00e9cialistes de l’avant-vente, marketeurs des domaines des techniques, etc. parlent d\u00e9j\u00e0 devant des clients, ont l’habitude de s’exprimer en public, d’\u00e9crire des livres techniques ou technico-marketing et de concevoir des pr\u00e9sentations … La caricature qui veut que l’ing\u00e9nieur soit nul en pr\u00e9sentation est un poncif. Beaucoup sont excellents, et m\u00eame souvent meilleurs que certains communicants. Il n’y a donc qu’un pas d\u00e8s lors \u00e0 franchir pour leur donner acc\u00e8s aux m\u00e9dias sociaux ouverts, ce qui leur permettra d’industrialiser ce marketing du bouche-\u00e0-oreille<\/a>, dont ils sont d\u00e9positaires de la mati\u00e8re brute : le contenu. D\u2019autre fois, le communicant saura les accompagner pour les aider \u00e0 mettre en forme leur savoir, \u00e0 le promouvoir surtout, c\u2019est cela qui fera toute la diff\u00e9rence.<\/p>\n

Cinqui\u00e8mement, le B2B proc\u00e8de d\u2019une d\u00e9marche d’\u00e9cosyst\u00e8me, classique dans le marketing du bouche-\u00e0-oreille<\/strong> et qui fonctionne parfaitement dans le business-to-business. Les techniciens parlent aux techniciens, et dans ce cas il n’y a pas d’effet de timidit\u00e9 ou de retrait, chacun peut s’exprimer librement. (voir par exemple cette r\u00e9union blogueurs et influenceurs r\u00e9alis\u00e9e pour le compte d’Orange Cloud for Business fin 2014, un des nombreux exemples d’esprit d’\u00e9cosyst\u00e8me autour d’un th\u00e8me f\u00e9d\u00e9rateur, le cloud compting (photo ci-dessus \u00e0 droite<\/strong>)<\/p>\n

Sixi\u00e8mement<\/strong>, la derni\u00e8re des choses \u00e0 faire, c’est de forcer quelqu’un \u00e0 prendre la parole en public s’il ne le d\u00e9sire pas. Il faut donc identifier les personnels les plus aptes, les encourager, et les laisser eux-m\u00eames encourager leurs voisins. C’est uned\u00e9marche essentiellement virale<\/a> et participative. Notre phrase magique, c’est d’annoncer tout de go que \u00ab vous ne serez jamais des blogueurs, mais des professionnels qui bloguen<\/a>t \u00bb. C’est plus qu’une formule de rh\u00e9torique, c’est un v\u00e9ritable d\u00e9clencheur qui permet de passer la barri\u00e8re de la timidit\u00e9 et donne les moyens \u00e0 quiconque de se d\u00e9passer. Dans le cas o\u00f9 cette d\u00e9marche d\u2019apprentissage ne peut fonctionner, Visionary Marketing accompagne ses clients pour les aider \u00e0 mettre en forme les contenus<\/a> et contourner l\u2019effet de nombre qui pose probl\u00e8me. Les techniciens ou experts n\u2019ont peut-\u00eatre pas le temps d\u2019\u00e9crire de longs articles pendant des heures, mais ils ont s\u00fbrement le temps de parler \u00e0 un intervieweur par exemple. De nombreuses strat\u00e9gies de contournement existent.<\/p>\n

\"marketing<\/a>
le blog de Business & Decision sur les Big Data : une des premi\u00e8res missions de Visionary Marketing<\/figcaption><\/figure>\n

Lire la suite sur\u00a0le mariage d’amour entre m\u00e9dias sociaux et marketing B2B<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing B2B et r\u00e9seaux sociaux\u00a0font tr\u00e8s bon m\u00e9nage.\u00a0Les sujets du marketing B2B sont souvent minimis\u00e9s pourtant, on oublie qu’une grande majorit\u00e9 du commerce est r\u00e9alis\u00e9e par ces \u00e9changes d’entreprise \u00e0 entreprise. Si j’en crois les co-auteurs de Wikip\u00e9dia il s’agirait d’une proportion d’environ 70 % bien que je n’aie pas encore r\u00e9ussi \u00e0 croiser cette …<\/p>\n","protected":false},"author":2,"featured_media":68412,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-17466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nMarketing B2B et r\u00e9seaux sociaux : 6 crit\u00e8res de succ\u00e8s<\/title>\n<meta name=\"description\" content=\"Marketing B2B et r\u00e9seaux sociaux font bon m\u00e9nage. 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