{"id":32814,"date":"2019-05-24T08:30:28","date_gmt":"2019-05-24T06:30:28","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=32814"},"modified":"2024-06-14T07:18:49","modified_gmt":"2024-06-14T05:18:49","slug":"inbound-marketing-deal-lead","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2019\/05\/24\/inbound-marketing-deal-lead\/","title":{"rendered":"Inbound marketing : ne pas confondre DEAL et LEAD"},"content":{"rendered":"

La recherche de lead en marketing B2B est la hantise de chaque patron de projet (j’en ai \u00e9t\u00e9 et en suis encore). La\u00a0question qui se pose en effet est : \u00ab\u00a0que va-t-on faire de votre lead\u00a0\u00bb. Sera-t-il rappel\u00e9 ? Si oui, dans combien de temps ? Mais pour \u00eatre franc, et honn\u00eate, les questions sont nombreuses aussi dans le camp des commerciaux, et elles ne sont pas ill\u00e9gitimes quand la pression du chiffre est sur vous. Je propose une lecture qui va l\u00e9g\u00e9rement au del\u00e0 des simples outils de l’inbound et du <\/i>content marketing<\/a> qui le nourrit, pour proposer une approche collaborative entre vente et marketing. Tel est mon propos dans le cadre d’un article que j’ai publi\u00e9 r\u00e9cemment pour le compte de mon client Touch & Sell.<\/i><\/p>\n

Inbound marketing : ne pas confondre DEAL et LEAD<\/h2>\n
\"Lead\"
On comprendra ais\u00e9ment monsieur Mark E. Ting, la frustration est intense. Et pourtant il ne faut pas confondre deal et lead<\/figcaption><\/figure>\n

LEAD generation : ne pas travailler ensemble engendre la frustration<\/h3>\n

Des mois, voire des ann\u00e9es de travail, des contenus de qualit\u00e9- Dieu sait que c’st complexe-une m\u00e9canique de marketing automation (parfois) co\u00fbteuse et bien huil\u00e9e, puis… un projet qui fait\u00a0\u00bb Flop\u00a0\u00bb car les commerciaux sont hostiles.<\/p>\n

Une meilleure coop\u00e9ration-notamment en Am\u00e9rique, entre vente et marketing.<\/h4>\n

Les signes sont enourageants pourtant, et on peut m\u00eame esp\u00e9rer que dans un futur proche, vente et marketing ne seront plus s\u00e9par\u00e9s par un mur d’incompr\u00e9hension qui n’a que trop persist\u00e9.<\/p>\n

2 \u00e9tudes r\u00e9centes\u00a0(televerde et insideview) apportent \u00e0 ce sujet des insights compl\u00e9mentaires mais contradictoires, des preuves d’am\u00e9lioration (verre \u00e0 moiti\u00e9 plein) et une marge de progression certaine (verre \u00e0 moiti\u00e9 vide),<\/p>\n

En tous les cas, j’aborde en 4 points fondamentaux, ce sujet abord\u00e9 trop souvent superficiellement :<\/p>\n

    \n
  1. Qu’est-ce qu’un lead, et notamment, ne confond-on pas trop souvet \u00ab\u00a0lead et deal\u00a0\u00bb ?<\/li>\n
  2. Tout le monde veut des leads mais \u00e0 quoi faut-il s’atte,dre, et notamment, jusqu’o\u00f9 placer ses esp\u00e9rances. La technologie fait souvent des merveilles en inbound marketing, mais pas des miracles ;<\/li>\n
  3. Mes conseils aux commerciaux qui veulent mieux profiter du travail des marketeurs sur la g\u00e9n\u00e9ration des leads et l’inbound marketing ;<\/li>\n
  4. Et enfin mes conseils aux marketeurs qui veulent am\u00e9liorer leur efficacit\u00e9.<\/li>\n<\/ol>\n

    Ma conclusion est simple : ne pas attendre de miracles de l’inbound marketing, mais l\u2019utiliser de fa\u00e7on pragmatique<\/p>\n

    \n

    \u00ab\u00a0[…] Je recommanderais d’am\u00e9liorer le dialogue avant mettre en place des processus, de partir sur le terrain et d’essayer pragmatiquement d’utiliser l\u2019inbound marketing avec les clients, de travailler les leads ensemble et d’am\u00e9liorer les processus de fa\u00e7on collective et pragmatique. Le marketing se doit de retrousser les manches et d\u2019aller aider le terrain et vice versa\u00a0\u00bb<\/p>\n<\/blockquote>\n

    Bon et bien voil\u00e0, il n’y a plus qu’\u00e0 se mettre au travail, mais en quelque sorte, si les marketeurs prenaient leur petite serviette et allaient voir plus de clients, les malentendus seraient sans doute moins nombreux.<\/p>\n

    Et vice versa. le \u00ab\u00a0vis ma vis de marketeur \/ vendeur\u00a0\u00bb devrait \u00eatre impos\u00e9 \u00e0 tous.<\/p>\n

    G\u00e9n\u00e9ration de lead : ne pas confondre LEAD et DEAL<\/h3>\n

    \u00ab\u00a0Jeter les leads qui viennent d\u2019Internet ?\u00a0La question est brutale, j\u2019en conviens. Mais pour violente qu\u2019elle soit, elle n\u2019en est pas moins l\u00e9gitime. <\/span><\/p>\n

    \u00c0 une \u00e9poque o\u00f9 le marketing Inbound est devenu un incontournable du B2B, il est en effet remarquable de constater que la relation entre marketing et ventes ne s\u2019est pas autant simplifi\u00e9e qu\u2019on l\u2019esp\u00e9rerait. <\/span><\/p>\n

    Et pourtant les chiffres des \u00e9tudes sont encourageants, avec quelques nuances. En fin de compte, au centre de cette r\u00e9flexion, on trouve la g\u00e9n\u00e9ration de leads, dans toutes leurs variations (MQL, SQL, etc.). <\/span><\/p>\n

    Des leads qui sont l\u2019objet de toutes les convoitises, mais aussi de toutes les batailles. \u00c9tudions ici ce sujet hautement pol\u00e9mique, et voyons ce qu\u2019il convient d\u2019en faire. Notamment lorsque les leads vous tombent du ciel, ou plut\u00f4t du Web.<\/span><\/p>\n

    Pr\u00e9ambule, avec une anecdote<\/h3>\n

    Les anecdotes sur l\u2019alignement entre ventes et marketing sont innombrables. C\u2019est m\u00eame le point de vigilance principal dans un projet de lead generation. <\/span><\/p>\n

    Quelle que soit la qualit\u00e9 de la technologie mise en place, rien ne se passera sans ce fameux alignement.<\/span><\/p>\n

    J’ai pass\u00e9 une grande partie de ma carri\u00e8re \u00e0 concevoir des syst\u00e8mes marketing pour les commerciaux. Et ainsi, j\u2019ai pu appr\u00e9cier dans le d\u00e9tail la qualit\u00e9 des relations (joyeux euph\u00e9misme) entre ces deux populations. M\u00eame si elles sont a priori compl\u00e9mentaires.<\/span><\/p>\n

    Source: G\u00e9n\u00e9ration de lead : <\/span><\/em>ne pas confondre LEAD et DEAL<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    La recherche de lead en marketing B2B est la hantise de chaque patron de projet (j’en ai \u00e9t\u00e9 et en suis encore). La\u00a0question qui se pose en effet est : \u00ab\u00a0que va-t-on faire de votre lead\u00a0\u00bb. Sera-t-il rappel\u00e9 ? Si oui, dans combien de temps ? Mais pour \u00eatre franc, et honn\u00eate, les questions sont …<\/p>\n","protected":false},"author":2,"featured_media":71184,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[744,4057],"tags":[],"class_list":["post-32814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-b2b","category-vente"],"yoast_head":"\nLead et DEAL : il ne faut pas confondre !<\/title>\n<meta name=\"description\" content=\"La recherche de lead en marketing B2B est la hantise du patron de projet (j'en ai \u00e9t\u00e9 et en suis encore). Sera-t-il rappel\u00e9 ? 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/32814","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\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=32814"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/32814\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/71184"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=32814"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=32814"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=32814"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}