{"id":26400,"date":"2017-11-16T09:00:39","date_gmt":"2017-11-16T08:00:39","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=26400"},"modified":"2023-10-16T08:13:31","modified_gmt":"2023-10-16T06:13:31","slug":"strategie-conquerir-des-clients-linternational-rim2017","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/11\/16\/strategie-conquerir-des-clients-linternational-rim2017\/","title":{"rendered":"Quelle strat\u00e9gie adopter pour conqu\u00e9rir des clients \u00e0 l&rsquo;international ?"},"content":{"rendered":"<p><em>Fin octobre,\u00a0j&rsquo;ai particip\u00e9 \u00e0 la troisi\u00e8me \u00e9dition d&rsquo;un grand rendez-vous organis\u00e9 par le ThinkTank Ensemble B2B et les acteurs majeurs du marketing BtoB. Parmi les sujets internationaux abord\u00e9s lors de cet apr\u00e8s-midi autour du th\u00e8me \u00ab\u00a0Yes, it&rsquo;s possible !\u00a0\u00bb, une des tables rondes traitait\u00a0<\/em><em>la question suivante : Quelles strat\u00e9gies doivent choisir les start-ups, les PME et les grands comptes pour conqu\u00e9rir des clients \u00e0 l&rsquo;international ? Pour r\u00e9pondre \u00e0 cette interrogation, 4 experts ont prodigu\u00e9 leurs conseils : <span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/henry-xavier-8162917b\/\">Xavier Henry<\/span><span class=\"s1\">\u00a0(SME Channels Groupe Director d\u2019Edenred),\u00a0<a href=\"https:\/\/www.actionco.fr\/Thematique\/rh-1217\/Breves\/Portrait-Cyril-Kovarsky-AccorHotels-amoureux-vente-304714.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Cyril Kovarsky<\/a> (Ex-directeur des Ventes Monde d\u2019Accor H\u00f4tels),\u00a0<span class=\"removed_link\" title=\"https:\/\/fr.linkedin.com\/in\/constansbruno\/fr\">Bruno Constans<\/span> (Directeur Marketing &amp; Innovation de GEFCO) et\u00a0<span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/nohaghazouani\">Noha Ghazouani<\/span> (Directrice de la Strat\u00e9gie internationale de Vistaprint).\u00a0<\/span><\/em><\/p>\n<h2>Quelle strat\u00e9gie adopter pour conqu\u00e9rir des clients \u00e0 l&rsquo;international ?<iframe src=\"https:\/\/create.piktochart.com\/embed\/25931009-rim2017\" width=\"600\" height=\"300\" frameborder=\"0\" scrolling=\"no\" data-mce-fragment=\"1\"><\/iframe><\/h2>\n<h3>Quelle strat\u00e9gie marketing adopter ?<\/h3>\n<p>D&rsquo;apr\u00e8s\u00a0<span class=\"s1\">Cyril Kovarsky,<strong> la strat\u00e9gie marketing doit \u00eatre globale<\/strong>, \u00eatre indiff\u00e9renci\u00e9e dans tous les pays. Et l<\/span><span class=\"s1\">es outils digitaux (CRM, marketing automation et autres les outils de communication) permettent de faciliter la mise en place de cette strat\u00e9gie. Selon Cyril, mener une politique de marketing globale<\/span><span class=\"s1\">\u00a0permet aux entreprises de conserver une coh\u00e9rence et une bonne image de marque.<\/span><\/p>\n<p><!--more--><\/p>\n<p class=\"p1\">A l&rsquo;inverse Xavier Henry, opte pour <a href=\"https:\/\/visionarymarketing.com\/fr\/2017\/11\/multiplication-silos-nouveau-defi\/\"><strong>une organisation d\u00e9centralis\u00e9e<\/strong><\/a>. Pour lui, les<span class=\"s1\">\u00a0filiales doivent avoir une totale autonomie. En revanche, il est important de garder malgr\u00e9 tout une vision commune pour garder une valeur ajout\u00e9e par rapport \u00e0 ses concurrents. Il ne faut pas non plus oublier d&rsquo;analyser la maturit\u00e9 des pays dans lesquels les entreprises souhaitent s&rsquo;implanter, car les ressources ne sont jamais identiques. L&rsquo;accompagnement est donc n\u00e9cessaire.\u00a0<\/span><\/p>\n<h3>Quelques leviers pour conqu\u00e9rir des clients internationaux<\/h3>\n<p>Pour gagner du temps et de l&rsquo;argent, <strong>il est important de vous entourer d&rsquo;experts et de\u00a0privil\u00e9gier la mise en place d&rsquo;un mod\u00e8le de d\u00e9veloppement qui a fait ses preuves.\u00a0<\/strong>Prenez connaissance des <em>best practices<\/em>\u00a0existantes, inspirez en vous, mais ne soyez pas le portrait d&rsquo;une seule et m\u00eame\u00a0<em>best practice.\u00a0<\/em>Il faut <strong>rester\u00a0fid\u00e8le \u00e0 votre ADN de marque<\/strong>, une source de diff\u00e9renciation qui est un avantage sur un march\u00e9 concurrentiel.<\/p>\n<p class=\"p1\"><strong>L&rsquo;un des leviers d&rsquo;acquisition consid\u00e9r\u00e9 comme le plus simple et le plus rapide est de g\u00e9n\u00e9rer du lead gr\u00e2ce au digital<\/strong>. Avec l&rsquo;aide d&rsquo;AdWords et d&rsquo;affiliation, votre entreprise peut rep\u00e9rer des opportunit\u00e9s de business chaudes.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-26355 size-medium alignright\" title=\"conqu\u00e9rir des clients\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/10\/IMG_9916-400x300.jpg\" alt=\"conqu\u00e9rir des clients\" width=\"400\" height=\"300\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/10\/IMG_9916-400x300.jpg 400w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/10\/IMG_9916-768x576.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/10\/IMG_9916-1024x768.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/10\/IMG_9916.jpg 1920w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/p>\n<p>La g\u00e9n\u00e9ration de lead par le digital varie en fonction des diff\u00e9rents pays et continents :<\/p>\n<ul>\n<li><strong>Afrique du Nord :<\/strong> il est tr\u00e8s difficile de conqu\u00e9rir des clients par le biais du digital, car dans ces pays, l&rsquo;\u00e9conomie num\u00e9rique est encore peu d\u00e9velopp\u00e9e.<\/li>\n<li><strong>Br\u00e9sil :<\/strong> en terme de digitalisation, ce pays est tr\u00e8s en avance par rapport \u00e0 ses voisins, il est donc ais\u00e9 de g\u00e9n\u00e9rer des leads.<\/li>\n<\/ul>\n<p><strong>98% des lead sont acquis de la m\u00eame mani\u00e8re.<\/strong> Une conqu\u00eate de clients \u00e0 l&rsquo;international efficace passe par une connaissance parfaite du march\u00e9 et une bonne segmentation. Et les forces de vente doivent \u00eatre le fruit d&rsquo;une compl\u00e9mentarit\u00e9 entre le service commercial et marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fin octobre,\u00a0j&rsquo;ai particip\u00e9 \u00e0 la troisi\u00e8me \u00e9dition d&rsquo;un grand rendez-vous organis\u00e9 par le ThinkTank Ensemble B2B et les acteurs majeurs du marketing BtoB. Parmi les sujets internationaux abord\u00e9s lors de cet apr\u00e8s-midi autour du th\u00e8me \u00ab\u00a0Yes, it&rsquo;s possible !\u00a0\u00bb, une des tables rondes traitait\u00a0la question suivante : Quelles strat\u00e9gies doivent choisir les start-ups, les PME &hellip;<\/p>\n","protected":false},"author":45,"featured_media":62909,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-26400","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>Quelle strat\u00e9gie choisir pour conqu\u00e9rir des clients \u00e0 l&#039;international ?<\/title>\n<meta name=\"description\" content=\"Pour savoir comment conqu\u00e9rir des clients \u00e0 l&#039;international, 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