{"id":22394,"date":"2016-11-08T08:26:27","date_gmt":"2016-11-08T07:26:27","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=22394"},"modified":"2022-11-22T06:37:11","modified_gmt":"2022-11-22T05:37:11","slug":"sales-intelligence","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/11\/08\/sales-intelligence\/","title":{"rendered":"Sales intelligence : la vente B2B ne sera plus jamais comme avant"},"content":{"rendered":"

\"t\u00e9l\u00e9charger<\/a>Le m\u00e9tier du commercial a subi en quelques ann\u00e9es un changement radical, avec l\u2019explosion des Big Data. En effet, nous parlions dans un article pr\u00e9c\u00e9dent de la mort du commercial\u00a0B2B<\/a>\u00a0: l\u2019automatisation de la vente va petit \u00e0 petit impacter les vendeurs de bas de march\u00e9, qui devront monter en comp\u00e9tence et utiliser \u00e0 bon escient les outils digitaux pour survivre.\u00a0<\/em><\/span>Ces outils ont un nom, la Sales Intelligence<\/a>, qui regroupe les technologies et applications permettant de collecter et analyser les informations client dans l\u2019objectif de prospecter et conclure une vente<\/strong>. Elle s’impose peu \u00e0 peu comme\u00a0l\u2019arme indispensable de tout commercial B2B.\u00a0<\/em><\/span>Quels outils de Sales peuvent aider le commercial\u00a0? Comment impactent-ils son quotidien\u00a0? Comment faire pour les combiner\u00a0? Qu\u2019apportent-ils r\u00e9ellement et comment vont-ils \u00e9voluer\u00a0?<\/em><\/span><\/p>\n

Le livre blanc de Sparklane (transparence\u00a0: Sparklane est notre client<\/a>) intitul\u00e9 \u00ab\u00a0Comment La <\/a>Sales Intelligence Transforme La Vente en B2B<\/a>\u00a0\u00bb<\/strong> nous offre une vue d\u2019ensemble de la Sales Intelligence, des outils qui la compose, mais \u00e9galement de ses enjeux et des b\u00e9n\u00e9fices qu\u2019elle apporte. Pour t\u00e9l\u00e9charger le livre blanc, cliquez sur ce lien<\/a> ou sur le bouton ci-dessous.<\/em><\/span><\/p>\n

\"t\u00e9l\u00e9charger<\/a><\/p>\n

Sales intelligence : \u00e0 quoi \u00e7a sert concr\u00e8tement ?<\/h2>\n

La Sales Intelligence intervient tout au long du processus de vente. Elle a ainsi de multiples\u00a0objectifs, dont 3 majeurs :<\/p>\n

Augmenter la qualit\u00e9 et la quantit\u00e9 des leads\u00a0:<\/strong> Selon une \u00e9tude Aberdeen, 61% des commerciaux voient la <\/span>Sales Intelligence comme un moyen d\u2019augmenter le nombre et la valeur des leads<\/span>. Les bases de donn\u00e9es fig\u00e9es que l\u2019on achetait tous les ans sont d\u00e9sormais remplac\u00e9es par des bases intelligentes actualis\u00e9es r\u00e9guli\u00e8rement o\u00f9 le commercial s\u2019abonne et vient chercher les informations dont il a besoin. Mieux encore, des signaux d\u2019affaires (rachat d\u2019une entreprise, embauches massives, lancement d\u2019une activit\u00e9\u2026) lui permettent de savoir \u00e0 quel moment il est important d\u2019approcher un prospect.<\/p>\n

Am\u00e9liorer la connaissance client\u00a0:<\/strong> la recherche d\u2019informations sur le client est une \u00e9tape que les commerciaux connaissent bien\u2026 Et qui les enchantent rarement. Il s\u2019agit d\u2019un travail long et fastidieux, o\u00f9 le commercial va collecter \u00e0 partir de sources divers des informations relatives \u00e0 son prospect dans le but de mieux le conna\u00eetre et identifier correctement ses besoins. La Sales Intelligence rem\u00e9die \u00e0 cette perte de temps en fournissant instantan\u00e9ment les informations n\u00e9cessaires au commercial en\u00a0\u00ab\u00a0scrollant\u00a0\u00bb les bases de donn\u00e9es client o\u00f9 sont entrepos\u00e9es toutes les informations qui les concernent.<\/p>\n

Suivre l\u2019engagement des prospects\u00a0:<\/strong> La Sales Automation va \u00e9galement permettre de suivre le prospect et de garder contact avec celui-ci en mettant \u00e0 disposition un contenu hyper-cibl\u00e9. On appelle cela le lead nurturing. Gr\u00e2ce \u00e0 ce lead nurturing, ou mise sous couveuse, l\u2019entreprise garde le contact avec le prospect de fa\u00e7on automatis\u00e9e. Mais la machine ne peut remplacer l\u2019homme, et il est quasi indispensable de coupler ce lead nurturing avec l\u2019utilisation des m\u00e9dias sociaux.<\/p>\n

R\u00e9tablir le rapport de force entre le vendeur et l\u2019acheteur<\/h2>\n

Selon Google, 89% des acheteurs B2B font une recherche sur internet avant l\u2019achat<\/a> (ce que l\u2019on appelle Zero Moment Of Truth, moment o\u00f9 l\u2019acheteur pr\u00e9pare son achat sur internet). Le digital impacte ainsi le B2B comme le B2C, et le commercial B2B se retrouve dans la m\u00eame position qu\u2019un vendeur d\u2019\u00e9lectronique ayant affaire \u00e0 un client connaissant sur le bout des doigts le produit que le vendeur doit lui d\u00e9crire. Cette situation est nouvelle pour le vendeur, qui doit apporter une plus value au client sous peine de se trouver dans une bien mauvaise posture lors d\u2019une vente. La Sales Automation lui apporte une solution\u00a0: connaissant mieux le client (et ayant \u00e9conomis\u00e9 du temps dans la recherche d\u2019informations), le commercial sait dans quelle situation (d\u00e9sirs et besoins, probl\u00e8mes \u00e0 r\u00e9soudre) se situe\u00a0son client et sait quelle solution (produit ou service) lui conviendra. Si le ZMOT a \u00e9t\u00e9 un brutal rappel \u00e0 l\u2019ordre, la Sales Intelligence est un outil qui va permettre au commercial de replacer le client au centre des int\u00e9r\u00eats.<\/p>\n

Inutile de s\u2019\u00e9pancher sur le fait que rien ne sera comme avant et que le commercial d\u2019hier est d\u00e9j\u00e0 mort. Il est plus judicieux de se tourner rapidement vers l\u2019avenir et mettre \u00e0 jour ses comp\u00e9tences afin non seulement de survivre, mais de se placer au plus t\u00f4t comme un commercial 2.0, sachant prospecter et vendre avec le digital.<\/p>\n

Voici un extrait du livre blanc. Pour le t\u00e9l\u00e9charger, cliquez sur ce lien<\/a> ou sur le bouton ci-dessous.<\/em><\/strong><\/p>\n

\"T\u00e9l\u00e9charger<\/a><\/p>\n

Dire que le m\u00e9tier de commercial a chang\u00e9 est un euph\u00e9misme. Entre le commercial traditionnel, d\u2019avant l\u2019\u00e2ge de l\u2019informatique et de l’Internet, et celui de l\u2019horizon 2020, il n’y a en fait plus grand-chose \u00e0 voir. Ce foss\u00e9 s’est encore accru de fa\u00e7on consid\u00e9rable avec la sophistication des solutions d\u2019exploitation des Big Data et de l’analyse pr\u00e9dictive au service de la vente.<\/p>\n

La Sales Intelligence\u00a0permet une approche sereine de ces changements<\/h2>\n

La Sales Intelligence, c\u2019est-\u00e0-dire l\u2019ensemble des technologies, applications et pratiques li\u00e9es \u00e0 la collecte, l\u2019int\u00e9gration, l’analyse des donn\u00e9es et la pr\u00e9diction des comportements clients et prospects dans le but de maximiser les ventes, s\u2019impose. Elle est incontournable, car elle r\u00e9pond de pr\u00e8s \u00e0 ce changement profond de pratiques et de nature des m\u00e9tiers commerciaux et marketing.<\/p>\n

Dans son rapport de 2015 sur l\u2019efficacit\u00e9 des ventes et les Big Data[1]<\/a>, IDC indiquait que 47% des entreprises sond\u00e9es ont d\u00e9j\u00e0 mis en place des processus Big Data int\u00e9gr\u00e9s \u00e0 leur fonction commerciale. Une \u00e9tude men\u00e9e en 2015 par BARC a mis en exergue des taux d\u2019apdoption bien plus faibles (25% pour le marketing et 23% pour les ventes)[2]<\/a>. Mais il reste pr\u00e8s de 50% de l\u2019\u00e9chantillon qui n\u2019en est encore qu\u2019\u00e0 des approches sur mesure ou opportunistes. Le champ des changements est consid\u00e9rable, cette transformation du m\u00e9tier de la vente sous l\u2019impulsion des Big Data et de l\u2019analyse pr\u00e9dictive ne fait que commencer.<\/a><\/p><\/blockquote>\n

 <\/p>\n

\"T\u00e9l\u00e9charger<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Le m\u00e9tier du commercial a subi en quelques ann\u00e9es un changement radical, avec l\u2019explosion des Big Data. En effet, nous parlions dans un article pr\u00e9c\u00e9dent de la mort du commercial\u00a0B2B\u00a0: l\u2019automatisation de la vente va petit \u00e0 petit impacter les vendeurs de bas de march\u00e9, qui devront monter en comp\u00e9tence et utiliser \u00e0 bon escient …<\/p>\n","protected":false},"author":29,"featured_media":34069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[744,4057],"tags":[],"class_list":["post-22394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-b2b","category-vente"],"yoast_head":"\nSales intelligence : la vente B2B ne sera plus jamais comme avant<\/title>\n<meta name=\"description\" content=\"Ce livre blanc montre que la sales intelligence permet d'accompagner les commerciaux dans leur action de vente B2B.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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He was named \"Rising Star of Content Marketing\" by the Content Marketing Academy in 2017, he specializes in the production of multimedia content, feature articles, videos and podcasts. _________________________ C\u00e9dric est consultant en marketing Web chez Visionary Marketing. Il a \u00e9t\u00e9 nomm\u00e9 \"Rising Star of Content Marketing\" par la Content Marketing Academy en 2017. Il est sp\u00e9cialis\u00e9 dans la production de contenus multim\u00e9dia, d'articles de fond, de vid\u00e9os et de podcasts.","sameAs":["http:\/\/visionarymarketing.com","https:\/\/x.com\/CedJBL"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/cedjbl\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/22394","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\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=22394"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/22394\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/34069"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=22394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=22394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=22394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}