{"id":26648,"date":"2018-04-05T08:30:59","date_gmt":"2018-04-05T06:30:59","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=26648"},"modified":"2021-07-14T07:49:50","modified_gmt":"2021-07-14T05:49:50","slug":"convertir-prospects-clients-grace-marketing-quantique","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2018\/04\/05\/convertir-prospects-clients-grace-marketing-quantique\/","title":{"rendered":"Comment convertir ses prospects en clients gr\u00e2ce au marketing quantique ?"},"content":{"rendered":"<p><em>Comment convertir ses prospects gr\u00e2ce au marketing quantique ? Lorsque l\u2019on aborde le sujet de la conversion d\u2019un prospect, on entend parler d\u2019astuces relevant plus de la superstition que de la m\u00e9thode scientifique\u00a0: \u00ab\u00a0il faut toucher le prospect 7 fois pour le convertir\u00a0\u00bb, \u00ab\u00a0non, il faut utiliser 7 canaux diff\u00e9rents pour le convertir\u00a0\u00bb\u2026 Pour ce 4<sup>e<\/sup> et dernier article sur le marketing quantique (<strong>r\u00e9alis\u00e9 pour le compte et \u00e0 partir des id\u00e9es et r\u00e9flexions de notre client <\/strong><\/em><a href=\"https:\/\/www.getquanty.com\/\"><strong><em>GetQuanty<\/em><\/strong><\/a><em>), nous avons explor\u00e9 d\u2019autres alternatives avec l\u2019aide <\/em><a href=\"https:\/\/www.iprospect.com\/fr\/fr\/notre-equipe\/pierre-calmard\/\"><em>de Pierre Calmard, directeur de iProspect<\/em><\/a><em>.\u00a0\u00a0<\/em><\/p>\n<p><em><img decoding=\"async\" class=\"wp-image-26652 aligncenter\" title=\"marketing quantique\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/a-500x276.png\" alt=\"marketing quantique\" width=\"524\" height=\"289\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/a-500x276.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/a-768x424.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/a.png 944w\" sizes=\"(max-width: 524px) 100vw, 524px\" \/><\/em><\/p>\n<p>Retrouvez tous les principes du marketing quantique sur le site <a href=\"http:\/\/www.quantum-marketing.io\">quantum-marketing.io<\/a> et <a href=\"http:\/\/www.quantum-marketing.io\/download\">dans ce livre blanc.<\/a><\/p>\n<p><a href=\"http:\/\/www.quantum-marketing.io\/download\"><img decoding=\"async\" class=\"aligncenter wp-image-27343 size-medium\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/bouton-dl-500x141.png\" alt=\"\" width=\"500\" height=\"141\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/bouton-dl-500x141.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/bouton-dl-768x217.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/bouton-dl.png 970w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<h2>Le prospect\u00a0en B2B : d\u00e9finition, particularit\u00e9s et r\u00f4le<\/h2>\n<p><strong>Avant tout, qu\u2019est-ce qu\u2019un client en B2B\u00a0?<\/strong><\/p>\n<p>\u00ab\u00a0La particularit\u00e9 du <a href=\"https:\/\/visionarymarketing.com\/fr\/2010\/06\/prospects-internet\/\">prospect en B2B<\/a>\u00a0est qu\u2019il s\u2019agit d\u2019une entit\u00e9 de consommation compos\u00e9e de <strong>plusieurs personnes<\/strong>\u00a0\u00bb, explique Pierre Calmard. \u00ab\u00a0Il faut donc convaincre diff\u00e9rents individus, car la d\u00e9cision n\u2019est pas celle d\u2019un seul homme\u00a0\u00bb. Harvard Business Review estime \u00e0 <a href=\"https:\/\/hbr.org\/2017\/03\/the-new-sales-imperative\">6,8 le nombre de personnes intervenant dans un processus d\u2019achat en B2B c\u00f4t\u00e9 client<\/a>, contre 5,4 il y a seulement deux ans. D\u2019autant que les objectifs de ces derni\u00e8res ne sont pas toujours (voir rarement) les m\u00eames, comme nous l\u2019avons vu dans notre article pr\u00e9c\u00e9dent.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/3okWZXY3CUE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong>\u00ab\u00a0La complexit\u00e9 vient surtout des montants engag\u00e9s et de leur importance pour l\u2019entreprise\u00a0\u00bb<\/strong>, pr\u00e9cise Pierre Calmard. \u00ab\u00a0S\u2019agit-il d\u2019un achat impliquant ou non\u00a0? La taille de l\u2019entreprise est \u00e9galement impactante car la prise de risque sera diff\u00e9rente\u00a0\u00bb.<\/p>\n<p><!--more--><\/p>\n<p>Et le montant engag\u00e9 n\u2019est pas seulement un risque pour l\u2019entreprise, mais pour l\u2019acheteur lui-m\u00eame\u00a0: \u00ab\u00a0On prend toujours <strong>des risques personnels sur un achat\u00a0\u00bb<\/strong>. En effet, le prospect ach\u00e8te certes pour l\u2019entreprise, mais aussi pour lui-m\u00eame\u00a0: \u00ab\u00a0cela va <strong>servir son r\u00f4le, sa fonction et la perception qu\u2019auront les autres de lui<\/strong>\u00a0\u00bb. Cette r\u00e9action est d\u2019ailleurs tr\u00e8s bien r\u00e9sum\u00e9e par <a href=\"https:\/\/web.archive.org\/web\/20170709041701\/https:\/\/www.sparklane-group.com\/fr\/blog\/\">Neil Rackham dans son livre SPIN Selling<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>Quand le concept de pertinence du message remplace celui de pression publicitaire<\/h2>\n<p>Le prospect en B2B poss\u00e8de son propre cycle d\u2019achat, qui la plupart du temps correspond \u00e0 trois phases\u00a0:<\/p>\n<ul>\n<li>Le <strong>besoin<\/strong> \u00e0 <strong>identifier<\/strong> et sp\u00e9cifier\u00a0;<\/li>\n<li>Constitution d\u2019un <strong>panier de r\u00e9ponses<\/strong> (identification des vendeurs), appel d\u2019offre\u00a0;<\/li>\n<li>Cr\u00e9ation d\u2019une<strong> shortlist<\/strong>, jusqu\u2019\u00e0 une <strong>d\u00e9cision<\/strong><\/li>\n<\/ul>\n<p>\u00c0 chaque \u00e9tape, les ventes et le marketing peuvent intervenir pour influencer la d\u00e9cision. Cela n\u00e9cessite <strong>la mobilisation de moyens<\/strong>, qui peut se r\u00e9v\u00e9ler infructueuse dans le cas o\u00f9 l\u2019entreprise ne gagne pas l\u2019appel d\u2019offre.<\/p>\n<p>Ces moyens, cette \u00e9nergie mobilis\u00e9e, on peut la traduire par les <strong>co\u00fbts d\u2019acquisition<\/strong>. Trouver les bons canaux et relayer les bons messages au bon prospect afin de d\u00e9penser juste ce qu\u2019il faut est le nerf de la guerre. Or, <strong>il existe beaucoup d\u2019id\u00e9es re\u00e7ues \u00e0 ce sujet, <\/strong><a href=\"https:\/\/web.archive.org\/web\/20201012094542\/https:\/\/www.salesforce.com\/blog\/2015\/04\/takes-6-8-touches-generate-viable-sales-lead-heres-why-gp.html\"><strong>par exemple qu\u2019il faut toucher en moyenne 7 fois un prospect par des canaux diff\u00e9rents pour le convertir<\/strong><\/a>. \u00ab\u00a0Il s\u2019agit d\u2019une id\u00e9e issue du monde d\u2019avant\u00a0\u00bb, pr\u00e9vient le patron de iProspect. \u00ab\u00a0On travaille sur des moyennes correspondant \u00e0 un monde de push. Or, <strong>la moyenne ne veut rien dire<\/strong>\u00a0\u00bb.<\/p>\n<p><em>Pour les curieux, quelques \u00e9l\u00e9ments scientifiques :<\/em><\/p>\n<p><em><img decoding=\"async\" class=\"alignleft wp-image-26651 size-full\" title=\"marketing quantique\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/b.png\" alt=\"marketing quantique\" width=\"302\" height=\"133\" \/>Un <strong>atome<\/strong> est constitu\u00e9 d\u2019un noyau autour duquel gravite un ou plusieurs <strong>\u00e9lectrons<\/strong> sur une <strong>orbite d\u00e9finie<\/strong>. Lorsque l\u2019on chauffe un atome, celui-ci produit un <strong>surplus d\u2019\u00e9nergie qu\u2019il expulse sous forme de rayonnement<\/strong>\u00a0: c\u2019est un photon. Selon l\u2019intensit\u00e9 de l\u2019\u00e9nergie, l\u2019\u00e9lectron impact\u00e9 va produire une <strong>couleur sp\u00e9cifique<\/strong>. En adaptant l\u2019\u00e9nergie exerc\u00e9e sur les \u00e9lectrons, on peut ainsi varier la couleur \u00e9mise par ceux-ci.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>\u00ab\u00a0On place la pression publicitaire au c\u0153ur du business, mais si on essaie de me vendre un mauvais produit 100 fois, cela ne marchera pas. <strong>L\u2019hyper pertinence du message<\/strong> est d\u00e9j\u00e0 plus int\u00e9ressante. C\u2019est l\u2019\u00e9l\u00e9ment cl\u00e9, et le digital, gr\u00e2ce aux Big Data, permet d\u2019adapter les r\u00e9ponses \u00e0 un comportement qui induit que le prospect est int\u00e9ress\u00e9 ou non. <strong>Mesurer la pertinence est plus juste que mesurer le nombre de contacts par prospect<\/strong>\u00a0\u00bb, nous dit Pierre Calmard, avant de conclure \u00ab\u00a0si les GAFA ont gagn\u00e9, c\u2019est parce qu\u2019<strong>ils ont su \u00eatre les plus pertinents aupr\u00e8s de leurs clients\u00a0<\/strong>\u00bb. Un avantage que les GAFA (<a href=\"http:\/\/www.numerama.com\/tech\/227930-si-vous-souhaitez-etre-credibles-arretez-de-dire-les-gafa.html\">terme pratique mais un peu restrictif<\/a>) cherchent \u00e0 reproduire en r\u00e9investissant et d\u00e9veloppant leur technologie dans des secteurs aussi divers que <a href=\"https:\/\/www.igen.fr\/ios\/2017\/04\/transfert-dargent-carte-bancaire-apple-pourrait-se-transformer-en-banque-99602\">la banque, avec Apple Pay,<\/a> l\u2019automobile avec <a href=\"http:\/\/www.lepoint.fr\/automobile\/innovations\/intel-s-associe-a-google-pour-developper-la-voiture-autonome-19-09-2017-2158099_652.php\">la voiture autonome de Google<\/a>, ou encore le cin\u00e9ma avec <a href=\"http:\/\/www.slate.fr\/story\/97085\/amazon-cinema-independant\">Amazon Original Movies<\/a>.<\/p>\n<p>Cette recherche par les GAFA (et les autres) de la pertinence et de la personnalisation intervient alors que l\u2019infob\u00e9sit\u00e9 devrait aller en empirant\u00a0: la pression marketing n\u2019est plus un indicateur fiable, puisque parmi la masse d\u2019informations qui arrive \u00e0 lui, <strong>le prospect ne voit que ce qu\u2019il cherche<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-26650\" title=\"marketing quantique\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/c-479x300.png\" alt=\"marketing quantique\" width=\"521\" height=\"326\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/c-479x300.png 479w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/c-768x481.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/01\/c.png 944w\" sizes=\"(max-width: 521px) 100vw, 521px\" \/><\/p>\n<h2>S\u2019adapter au prospect tout au long du tunnel de conversion<\/h2>\n<p>Comme nous l\u2019avions abord\u00e9 dans les articles pr\u00e9c\u00e9dents, en marketing il est impossible de conna\u00eetre avec pr\u00e9cision les besoins et les envies d\u2019un prospect, tout comme il est impossible d\u2019observer une particule sans modifier son \u00e9tat. Le marketing et la physique quantique se sont donc tourn\u00e9 vers les probabilit\u00e9s afin d\u2019estimer le plus pr\u00e9cis\u00e9ment possible l\u2019\u00e9tat d\u2019un individu\/particule. <strong>\u00ab\u00a0Toute la logique du marketing est probabiliste\u00a0\u00bb, <\/strong>confirme Pierre Calmard. \u00ab On agglom\u00e8re des signaux faibles pour que la probabilit\u00e9 qu\u2019un \u00e9v\u00e9nement se r\u00e9alise. <strong>On n\u2019est d\u00e9sormais plus dans le d\u00e9terminisme <\/strong>\u00bb.<\/p>\n<p>Pour d\u00e9terminer l\u2019\u00e9tat d\u2019un prospect, on agglom\u00e8re donc des signaux forts, mais surtout des signaux faibles\u00a0:<\/p>\n<ul>\n<li><strong>Signal fort\u00a0<\/strong>: \u00e9tapes concr\u00e8tes (remplir un formulaire, cliquer sur un call-to-action, etc.)<\/li>\n<li><strong>Signal faible\u00a0<\/strong>: comportement de surf implicite\u00a0(partage sur Facebook, recherche Google, etc.)<\/li>\n<\/ul>\n<p>\u00ab\u00a0Il est n\u00e9cessaire d\u2019<strong>agrandir l\u2019entonnoir en amont, <\/strong>sur l\u2019implicite\u00a0\u00bb, insiste Pierre Calmard. \u00ab\u00a0Il faut pouvoir d\u00e9tecter le besoin avant m\u00eame que l\u2019individu interroge Google gr\u00e2ce \u00e0 l\u2019analyse de ses signaux faibles\u00a0\u00bb.<\/p>\n<p>Cette collecte d\u2019informations servira ensuite \u00e0 d\u00e9finir l\u2019\u00e9tat du prospect et d\u2019agir en cons\u00e9quence tout au long de l\u2019entonnoir des ventes : \u00ab\u00a0l\u2019historisation de l\u2019ensemble des interactions entre le client et la marque servira \u00e0 cr\u00e9er des<strong> \u00ab\u00a0bassins\u00a0\u00bb de prospects<\/strong> de plus en plus qualifi\u00e9s, jusqu\u2019\u00e0 la conversion.\u00a0<strong>On connait de plus en plus le client au fur et \u00e0 mesure qu\u2019il descend dans l\u2019entonnoir des ventes<\/strong>, donc on peut \u00eatre de plus en plus <strong>pertinent<\/strong>\u00a0\u00bb ajoute Pierre Calmard.<\/p>\n<h2>En conclusion, moins de pression, plus de pertinence<\/h2>\n<p>Nous sommes dans une p\u00e9riode o\u00f9 <span class=\"removed_link\" title=\"https:\/\/www.betfy.co.uk\/internet-realtime\/\">l\u2019<strong>on n\u2019a jamais eu \u00e0 disposition autant d\u2019informations<\/strong><\/span>. Cette infob\u00e9sit\u00e9 appelle l\u2019entreprise \u00e0 soigner la pertinence et la cr\u00e9dibilit\u00e9 de son message\u00a0:<\/p>\n<ul>\n<li>La pertinence\u00a0: les Big Data permettent d\u00e9sormais de conna\u00eetre les centres d\u2019int\u00e9r\u00eat d\u2019un prospect de par sa navigation sur le Web. Plus le <strong>ciblage<\/strong> est <strong>affin\u00e9<\/strong>, plus le message pourra \u00eatre pr\u00e9cis et pertinent, et moins les co\u00fbts seront \u00e9lev\u00e9s ;<\/li>\n<li>La cr\u00e9dibilit\u00e9\u00a0: <a href=\"https:\/\/www.franceinter.fr\/societe\/fake-news-plus-d-un-tiers-des-internautes-ne-font-pas-confiance-aux-reseaux-sociaux-selon-une-etude\">la m\u00e9fiance des internautes vis-\u00e0-vis des r\u00e9seaux sociaux et des contenus Web en g\u00e9n\u00e9ral<\/a> appelle \u00e0 rester <strong>authentique<\/strong> et <strong>transparent\u00a0<\/strong>: \u00ab\u00a0ces deux aspects sont au c\u0153ur du jeu\u00a0\u00bb.<\/li>\n<\/ul>\n<p>Le concept de pression marketing ne peut \u00eatre enti\u00e8rement \u00e9vacu\u00e9, mais il est d\u00e9sormais indispensable de travailler sur la pertinence et la cr\u00e9dibilit\u00e9 pour gagner en efficacit\u00e9.<\/p>\n<p>Retrouvez les 3 autres articles sur le marketing quantique en cliquant sur les liens ci-dessous :<\/p>\n<ul>\n<li><a href=\"https:\/\/wp.me\/p3XOzT-6Vr\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing quantique : la physique quantique inspiratrice du marketing B2B d\u2019aujourd\u2019hui<\/a><\/li>\n<li><a href=\"https:\/\/wp.me\/p3XOzT-6VA\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing quantique : les multiples personnalit\u00e9s du client B2B<\/a><\/li>\n<li><a href=\"https:\/\/wp.me\/p3XOzT-6VH\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing quantique : comment circule l\u2019information entre d\u00e9cideurs ?<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Comment convertir ses prospects gr\u00e2ce au marketing quantique ? Lorsque l\u2019on aborde le sujet de la conversion d\u2019un prospect, on entend parler d\u2019astuces relevant plus de la superstition que de la m\u00e9thode scientifique\u00a0: \u00ab\u00a0il faut toucher le prospect 7 fois pour le convertir\u00a0\u00bb, \u00ab\u00a0non, il faut utiliser 7 canaux diff\u00e9rents pour le convertir\u00a0\u00bb\u2026 Pour ce &hellip;<\/p>\n","protected":false},"author":29,"featured_media":63896,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-26648","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>Convertir ses prospects en clients gr\u00e2ce au marketing quantique<\/title>\n<meta name=\"description\" content=\"Comment convertir ses prospects gr\u00e2ce au marketing quantique ? 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