{"id":25528,"date":"2017-07-11T14:00:01","date_gmt":"2017-07-11T12:00:01","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=25528"},"modified":"2020-12-12T09:37:05","modified_gmt":"2020-12-12T08:37:05","slug":"livre-blanc-lemergence-marketing-dinfluence-b2b","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/07\/11\/livre-blanc-lemergence-marketing-dinfluence-b2b\/","title":{"rendered":"Livre Blanc sur l’\u00e9mergence du marketing d’influence en B2B"},"content":{"rendered":"
\"\"<\/a>
La couverture est en anglais, mais rassurez-vous, le livre blanc est \u00e9crit en fran\u00e7ais.<\/figcaption><\/figure>\n

Le marketing d’influence en B2B est une nouvelle forme de marketing reconnue\u00a0par 77% des marketeurs d’entreprises B2B \u00a0Tech comme strat\u00e9gique ou hautement strat\u00e9gique<\/a>. <\/em><\/p>\n

Cousin proche des relations \u00a0publiques (voire m\u00eame des \u00ab\u00a0relations publics\u00a0\u00bb), il s’appuie sur des \u00a0\u00abinfluenceurs<\/strong> \u00bb, c\u2019est-\u00e0-dire des experts ind\u00e9pendants qui ont une forte audience sur les r\u00e9seaux sociaux dans un domaine sp\u00e9cifique.<\/em><\/p>\n

Confiance et nombre de \u00ab\u00a0fans\u00a0\u00bb : les secrets d’un bon influenceur<\/h2>\n

Chaque domaine, de la mode \u00e0 l’intelligence artificielle, en passant par les cosm\u00e9tiques et le big data, a ses influenceurs. Cette\u00a0nouvelle forme de marketing est d\u00e9j\u00e0 adopt\u00e9e par 55% des entreprises B2C<\/strong>, contre 15% des entreprises B2B.\u00a0<\/strong>La parution d’un livre blanc sur le sujet \u00e9crit par Traackr,<\/a> nous donne l’occasion d’en apprendre un peu plus sur cette tendance.<\/em><\/p>\n

\"impact<\/a><\/p>\n

Les influenceurs jouissent de deux atouts. Le premier r\u00e9side dans la confiance<\/strong> dont ils b\u00e9n\u00e9ficient aupr\u00e8s de leur audience, bien sup\u00e9rieure \u00e0 celle que suscite les entreprises<\/strong>. \u00a0Le second concerne l’\u00e9tendue de la cible<\/strong> que touchent les influenceurs. \u00ab M\u00eame apr\u00e8s dix ans d’exp\u00e9rience, un repr\u00e9sentant B2B n\u2019aura acquis qu\u2019un nombre assez limit\u00e9 de contacts, alors qu’un influenceur peut toucher le coeur de milliers de fans \u00bb, <\/em>pr\u00e9cise le livre blanc.\u00a0<\/em><\/p>\n

\"\"
\u00c0 l’image d’un sport collectif, l’influenceur est l’\u00e9gal des autres, mais s’en distingue par sa vision, son altruisme et son expertise, sans toutefois chercher \u00e0 afficher sa sup\u00e9riorit\u00e9.<\/figcaption><\/figure>\n

<\/p>\n

Les six grandes tendances de la pratique du marketing d’influence B2B :<\/strong><\/h2>\n
    \n
  1. \u00a0Le nombre de fans d’un influenceur n’est pas forc\u00e9ment le meilleur crit\u00e8re de choix. Un influenceur qui ne r\u00e9unit que quelques milliers de fans (micro-influenceur<\/strong>), mais qui cible les personnes cl\u00e9s (CFO et CIO par exemple) est plus int\u00e9ressant qu’un autre, b\u00e9n\u00e9ficiant d’une plus large audience, mais trop h\u00e9t\u00e9roclite (macro-influenceur<\/strong>).<\/li>\n
  2. \u00a0Les influenceurs \u00a0sont au service de leur audience<\/strong> et pas des marques. Il ne faut \u00a0pas attendre d\u2019eux qu\u2019ils fassent de la promotion. Leur ind\u00e9pendance est au c\u0153ur de leur succ\u00e8s<\/strong> et de leur cr\u00e9dibilit\u00e9. C’est le point qui les rapproche le plus des journalistes.<\/li>\n
  3. Le contenu g\u00e9n\u00e9r\u00e9 par les experts passionn\u00e9s est consid\u00e9r\u00e9 comme le plus digne de confiance,<\/strong> devant les m\u00e9dias et les canaux de communication traditionnels. Aussi, le marketing d’influence B2B est donc, d\u00e8s le d\u00e9part, davantage centr\u00e9 sur la relation.<\/li>\n
  4. Il est b\u00e9n\u00e9fique d\u2019associer les salari\u00e9s de l\u2019entreprise aux relations avec les influenceurs. Associer employ\u00e9s et influenceurs facilite le partage des connaissances, la collaboration continue et des relations plus personnelles qui permettent de nouer des liens plus \u00e9troits<\/strong> entre employ\u00e9s et influenceurs.<\/li>\n
  5. \u00a0Supprimer les \u00ab silos \u00bb entre services et impliquer une \u00e9quipe d’experts<\/strong> est fondamental. Cela permet, \u00e0 la fois, de valider le choix d\u2019un influenceur et de poser les jalons avec l’\u00e9quipe qui a aid\u00e9 \u00e0 cr\u00e9er cette relation.<\/li>\n
  6. \u00a0La mesure de l\u2019impact du marketing d’influence doit prendre en compte les r\u00e9sultats obtenus en lien avec les \u00a0indicateurs cl\u00e9s de l’entreprise.<\/strong><\/li>\n<\/ol>\n

    Reste que l’adoption du marketing d’influence demande un changement de mentalit\u00e9 dans l’entreprise au niveau organisationnel pour admettre que les voix d’experts risquent de ne pas toujours \u00eatre 100% positives, mais qu\u2019elles offrent une grande opportunit\u00e9 de mettre \u00e0 profit la critique constructive et g\u00e9n\u00e9rer des conversations et de l\u2019engagement.<\/p>\n

    Le livre blanc est disponible en ligne:\u00a0\u201cL\u2019Essor du Marketing d\u2019Influence dans les Entreprises de Technologie B2B<\/a>\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

    Le marketing d’influence en B2B est une nouvelle forme de marketing reconnue\u00a0par 77% des marketeurs d’entreprises B2B \u00a0Tech comme strat\u00e9gique ou hautement strat\u00e9gique. Cousin proche des relations \u00a0publiques (voire m\u00eame des \u00ab\u00a0relations publics\u00a0\u00bb), il s’appuie sur des \u00a0\u00abinfluenceurs \u00bb, c\u2019est-\u00e0-dire des experts ind\u00e9pendants qui ont une forte audience sur les r\u00e9seaux sociaux dans un domaine …<\/p>\n","protected":false},"author":20,"featured_media":25576,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[4063],"class_list":["post-25528","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing","tag-marketing-et-innovation"],"yoast_head":"\nLivre Blanc sur l'\u00e9mergence du marketing d'influence en B2B<\/title>\n<meta name=\"description\" content=\"Le marketing d'influence en B2B est une nouvelle forme de marketing reconnue\u00a0par 77% des marketeurs d'entreprises B2B tech comme strat\u00e9gique\" \/>\n<meta name=\"robots\" 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