{"id":57346,"date":"2020-09-29T08:30:26","date_gmt":"2020-09-29T06:30:26","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=57346"},"modified":"2025-10-29T09:16:32","modified_gmt":"2025-10-29T08:16:32","slug":"achats-b2b","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/","title":{"rendered":"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet"},"content":{"rendered":"<p><em>En mati\u00e8re d&rsquo;achats en B2B, \u00a0on entend souvent dire que tout a chang\u00e9 avec Internet. \u00a0S&rsquo;il est loin de mes intentions de vouloir minimiser l&rsquo;importance du r\u00e9seau des r\u00e9seaux, je me permet n\u00e9anmoins d&rsquo;apporter quelques nuances dans un podcast r\u00e9alis\u00e9 par Ludovic Salenne. \u00a0<\/em><em>Ludovic m\u2019a pos\u00e9 des questions dans le cadre de cette interview fleuve sur le m\u00e9tier de la vente, sujet en pleine \u00e9volution en ce moment. L&rsquo;interview est disponible int\u00e9gralement dans son <a href=\"https:\/\/player.acast.com\/sur-le-terrain\/episodes\/15-yann-gourvennec-les-bourrins-vont-disparaitre\" target=\"_blank\" rel=\"noopener noreferrer\">superbe podcast<\/a>, et j&rsquo;en ai pris quelques extraits\u00a0choisis parmi la transcription et l\u00e9g\u00e8rement r\u00e9\u00e9crits. Je m&rsquo;y lance dans la pr\u00e9diction, certes \u00e0 contre courant, que les bourrins \u00a0du social selling vont dispara\u00eetre d&rsquo;eux-m\u00eames.\u00a0Je vous conseille d\u2019\u00e9couter le podcast en entier, vous pouvez le t\u00e9l\u00e9charger pour l\u2019\u00e9couter\u00a0tranquillement dans les transports en commun\u00a0et vous \u00e9vader derri\u00e8re votre masque.\u00a0<\/em><\/p>\n<h2>Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet<\/h2>\n<figure id=\"attachment_79532\" aria-describedby=\"caption-attachment-79532\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-79532 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/41900868425-91ba211aae-k.jpg\" alt=\"En achats B2B comme en histoire, il y a des mythes fondateurs. Comme celui qui consiste \u00e0 croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet. Tout en louant l'importance du r\u00e9seau des r\u00e9seaux, on ne peut que faire remarquer que les acheteurs, de tout temps, se sont renseign\u00e9s sur les produits de leurs vendeurs. Dans ce podcast enregistr\u00e9 par Ludovic Salenne, j'explique pourquoi.\" width=\"1000\" height=\"667\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/41900868425-91ba211aae-k.jpg 1000w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/41900868425-91ba211aae-k-450x300.jpg 450w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/41900868425-91ba211aae-k-768x512.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-79532\" class=\"wp-caption-text\">En achats B2B comme en histoire, il y a des mythes fondateurs. Comme celui qui consiste \u00e0 croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet. Tout en louant l&rsquo;importance du r\u00e9seau des r\u00e9seaux, on ne peut que faire remarquer que les acheteurs, de tout temps, se sont renseign\u00e9s sur les produits de leurs vendeurs. Dans ce podcast enregistr\u00e9 par Ludovic Salenne, j&rsquo;explique pourquoi.<\/figcaption><\/figure>\n<p><!--more--><\/p>\n<h3>Comment le contexte actuel acc\u00e9l\u00e8re-t-il la transformation des achats en B2B \u202f?<\/h3>\n<p>Si je me d\u00e9place chez un client sans savoir un minimum de choses pour pouvoir le conseiller,\u00a0je ne sers\u00a0\u00e0 rien.\u00a0Un\u00a0site web sera bien\u00a0meilleur. D&rsquo;ailleurs, c&rsquo;est ce que disait Forrester dans son rapport\u00a0<a href=\"https:\/\/go.forrester.com\/what-it-means\/ep12-death-b2b-salesman\/\" target=\"_blank\" rel=\"noopener noreferrer\">Death of a B2B Salesman<\/a>\u00a0\u202f:\u00a0<strong>93\u00a0%\u00a0des acheteurs interview\u00e9s pr\u00e9f\u00e9raient se renseigner\u00a0eux-m\u00eames\u00a0sur Internet\u00a0plut\u00f4t que de parler \u00e0 un commercial<\/strong>.<\/p>\n<ul>\n<li><span data-contrast=\"auto\">Cela peut vouloir<\/span><span data-contrast=\"auto\">\u00a0dire que le commercial n&rsquo;\u00e9tait pas comp\u00e9tent<\/span><\/li>\n<li>Ou <span data-contrast=\"auto\">aussi\u00a0<\/span><span data-contrast=\"auto\">qu&rsquo;il \u00e9tait comp\u00e9tent comme vendeur, mais qu&rsquo;il n&rsquo;\u00e9tait pas suffisamment consultant.\u00a0<\/span><span data-contrast=\"auto\">Qu\u2019il\u00a0<\/span><span data-contrast=\"auto\">n\u2019\u00e9tait<\/span><span data-contrast=\"auto\">\u00a0pas<\/span><span data-contrast=\"auto\">\u00a0suffisamment mont\u00e9 en valeur et que l&rsquo;acheteur attendait quelque chose d&rsquo;autre.\u00a0<\/span><\/li>\n<li>Cela pouvait vouloir dire aussi que l&rsquo;acheteur pr\u00e9f\u00e9rait se renseigner \u00e0 l&rsquo;avance pour pouvoir faire son march\u00e9 plus facilement. <span data-ccp-props=\"{&quot;134233279&quot;:true}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>https:\/\/player.acast.com\/sur-le-terrain\/episodes\/15-yann-gourvennec-les-bourrins-vont-disparaitre<\/p>\n<p><em>(note\u202f:\u00a0r\u00e9seauter\u00a0est le terme canadien pour\u00a0networker)\u00a0<\/em><\/p>\n<p><!--more--><\/p>\n<h3>Achats en B2B : le but du client est d&rsquo;avoir 5 minutes d&rsquo;avance sur le vendeur &#8230; depuis toujours<\/h3>\n<p><span data-contrast=\"auto\">Le<\/span><span data-contrast=\"auto\">\u00a0but de l&rsquo;acheteur\u00a0<\/span><span data-contrast=\"auto\">a\u00a0<\/span><span data-contrast=\"auto\">toujours \u00e9t\u00e9 d&rsquo;avoir <strong>5 minutes d&rsquo;avance sur le vendeur<\/strong>. <strong>Avec Internet, c&rsquo;est encore plus facile<\/strong><\/span><strong>. <\/strong><\/p>\n<p><span data-contrast=\"auto\">Avant Internet l<\/span><span data-contrast=\"auto\">a seule fa\u00e7on de savoir \u00e0 quel prix \u00e9tait une machine \u00e0 laver dans un magasin, c&rsquo;<\/span><span data-contrast=\"auto\">\u00e9tait\u00a0<\/span><span data-contrast=\"auto\">d&rsquo;aller\u00a0<\/span><span data-contrast=\"auto\">la v<\/span><span data-contrast=\"auto\">oir\u00a0<\/span><span data-contrast=\"auto\">soi-m\u00eame<\/span><span data-contrast=\"auto\">\u00a0et de faire un relev\u00e9 de prix<\/span><span data-contrast=\"auto\">. Il n&rsquo;y avait pas d&rsquo;autre solutio<\/span><span data-contrast=\"auto\">n<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Il y avait <\/span><span data-contrast=\"auto\">certains\u00a0<\/span><span data-contrast=\"auto\">commerciaux,<\/span><span data-contrast=\"auto\">\u00a0l\u00e0 o\u00f9 je travaillais,\u00a0<\/span><span data-contrast=\"auto\">qui \u00e9taient\u00a0<\/span><span data-contrast=\"auto\">excessivement\u00a0<\/span><span data-contrast=\"auto\">dou\u00e9<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\"> pour \u00e7a parce qu&rsquo;ils n\u00e9gociaient avec Darty ou Boulanger<\/span><span data-contrast=\"auto\"> et qu&rsquo;ils <\/span><span data-contrast=\"auto\">connaissai<\/span><span data-contrast=\"auto\">en<\/span><span data-contrast=\"auto\">t tous les prix dans tous les magasins<\/span><span data-contrast=\"auto\">\u00a0pour tous les concurrents<\/span><span data-contrast=\"auto\">. Ils faisaient leur travail de professionnels et leur outil \u00e9tait leur m\u00e9moire.\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>Avec Internet<\/strong> c\u2019est plus facile, mais en\u00a0<\/span><span data-contrast=\"auto\">m\u00eame temps, <strong>c&rsquo;est aussi plus difficile<\/strong> parce qu&rsquo;il y a tellement d&rsquo;informations <\/span><span data-contrast=\"auto\">qu\u2019il faudrait\u00a0<\/span><span data-contrast=\"auto\">un moteur d&rsquo;intelligence artificielle pour les traiter<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">En conclusion,\u00a0<\/span><span data-contrast=\"auto\">Internet change\u00a0<\/span><span data-contrast=\"auto\">beaucoup de choses mais en m\u00eame temps, rien\u00a0<\/span><span data-contrast=\"auto\">ne change<\/span><span data-contrast=\"auto\">. Il faut quand m\u00eame\u00a0<\/span><span data-contrast=\"auto\">faire ce travail de recherche,\u00a0<\/span><span data-contrast=\"auto\">et cela n\u00e9cessite toujours un effort<\/span><\/p><\/blockquote>\n<h3><i><\/i>Comment passer de vendeur \u00e0 conseiller de confiance\u202f?<\/h3>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">Revenons\u00a0<\/span><span data-contrast=\"auto\">sur cette histoire d&rsquo;acheteur. Il y a une phrase que j&rsquo;aime bien citer\u00a0<\/span><span data-contrast=\"auto\">de <a href=\"https:\/\/www.gitomer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jeffrey Gitomer <\/a><\/span><span data-contrast=\"auto\">\u202f: <\/span><\/p>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">Les acheteurs adorent acheter, mais d\u00e9testent les vendeurs<\/span><\/p><\/blockquote>\n<p><em>[NDLR: la v\u00e9ritable citation est \u00ab\u00a0<a href=\"https:\/\/www.gitomer.com\/people-dont-like-to-be-sold-but-they-love-to-buy\/\" target=\"_blank\" rel=\"noopener noreferrer\">people don&rsquo;t like to be sold but they love to buy<\/a>\u00ab\u00a0]<\/em><\/p>\n<p><span data-contrast=\"auto\">Je la trouve excellente et \u00e7a a toujours \u00e9t\u00e9\u00a0<\/span><span data-contrast=\"auto\">vrai \u00e0 mon avis.<\/span><span data-contrast=\"auto\"> Peut-\u00eatre encore plus maintenant. <\/span><\/p>\n<p><span data-contrast=\"auto\">Peut-\u00eatre<\/span><span data-contrast=\"auto\"> aussi parce que les vendeurs, je ne sais pas pour quelles raisons, o<\/span><span data-contrast=\"auto\">nt tendance \u00e0 se comporter comme des <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/09\/linkedin-pods\/\" target=\"_blank\" rel=\"noopener noreferrer\">bourrins.<\/a> Comment l&rsquo;expliquer ? Est-ce une question de formation ? Tentons une explication.<\/span><\/p>\n<h3>LinkedIn procure une illusion de facilit\u00e9<\/h3>\n<p><span data-contrast=\"auto\">Peut-\u00eatre<\/span><span data-contrast=\"auto\">\u00a0aussi parce que des outils comme\u00a0<\/span><strong>LinkedIn\u00a0<\/strong><span data-contrast=\"auto\"><strong>leur procurent une illusion de facilit\u00e9<\/strong>. Au lieu d&rsquo;utiliser cette illusion de facilit\u00e9 pour apporter de la valeur, <\/span><span data-contrast=\"auto\">ils<\/span><span data-contrast=\"auto\">\u00a0bourrine<\/span><span data-contrast=\"auto\">nt<\/span><span data-contrast=\"auto\">\u00a0encore plus, au ras des p\u00e2querettes, sans \u00e2me, sans forc\u00e9ment chercher \u00e0 apporter cette valeur.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Tout cela \u00e9tait d\u00e9j\u00e0 d\u00e9crit dans \u00ab\u202f<a href=\"https:\/\/visionarymarketing.com\/fr\/2016\/12\/solution-selling-vente\/\" target=\"_blank\" rel=\"noopener noreferrer\">Solution Selling<\/a><\/span><span data-contrast=\"auto\">\u00a0\u00bb<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">I<\/span><span data-contrast=\"auto\">l n&rsquo;y a rie<\/span><span data-contrast=\"auto\">n de nouveau.\u00a0<\/span><span data-contrast=\"auto\">Et m\u00eame si d\u2019aucuns disent que cela est d\u00e9pass\u00e9 car \u00e7a date de 1982, en fait c\u2019est \u00e9ternel, on en parlera encore dans cinquante ans au moins, sinon toujours.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><strong>Les\u00a0bourrins\u00a0sont des bourrins parce\u00a0qu&rsquo;<\/strong><span data-contrast=\"auto\"><strong>ils ont la pression du chiffre d&rsquo;affaires.<\/strong> Et plus on leur met la pression du chiffre d&rsquo;affaires, plus ils paniquent et plus ils se retrouvent dans une position o\u00f9 ils essayent de \u00ab\u00a0<\/span><span data-contrast=\"auto\">closer\u00a0\u00bb<\/span><span data-contrast=\"auto\">\u00a0imm\u00e9diatement.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Et quand \u00e7a ne marche pas ils deviennent agressifs<\/h3>\n<p><span data-contrast=\"auto\">Donc ils deviennent agressifs quand ils voient<\/span><span data-contrast=\"auto\">\u00a0que\u00a0<\/span><span data-contrast=\"auto\">\u00e7a ne marche pas. C<\/span><span data-contrast=\"auto\">omme<\/span><span data-contrast=\"auto\"> celui qui n&rsquo;arrive pas \u00e0 se faire comprendre et qui crie plus fort. Ces <\/span><span data-contrast=\"auto\">gens-l\u00e0<\/span><span data-contrast=\"auto\">\u00a0sont en mode survie. Ils sont en mode survie parce que\u00a0<\/span><span data-contrast=\"auto\">leurs m\u00e9thodes habituelles ne fonctionnent pas<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">Il <\/span><span data-contrast=\"auto\">faut<\/span><span data-contrast=\"auto\">\u00a0donc\u00a0<\/span><span data-contrast=\"auto\">rentrer dans un mode de vente plus consultatif, qui ne veut pas dire un mode de vente passif. <\/span><\/p><\/blockquote>\n<p><span data-contrast=\"auto\">Cela n\u00e9cessite beaucoup d&rsquo;efforts, d&rsquo;investissement, et ils n&rsquo;ont pas le temps ou n&rsquo;ont pas les comp\u00e9tences. C&rsquo;est l\u00e0 que tout devient tr\u00e8s difficile pour eux. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Ces commerciaux-l\u00e0 seront un jour remplac\u00e9s par des IA ou du self service<\/h3>\n<p><span data-contrast=\"auto\">C<\/span><span data-contrast=\"auto\">eux-l\u00e0<\/span><span data-contrast=\"auto\">\u00a0seront remplac\u00e9s\u00a0<\/span><span data-contrast=\"auto\">un jour\u00a0<\/span><span data-contrast=\"auto\">par des\u00a0<\/span><span data-contrast=\"auto\">IA ou des sites en\u00a0<\/span><span data-contrast=\"auto\">self-service<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">qui f<\/span><span data-contrast=\"auto\">er<\/span><span data-contrast=\"auto\">ont le boulot mieux qu&rsquo;eux puisque, si c&rsquo;est juste une question de ven<\/span><span data-contrast=\"auto\">dre<\/span><span data-contrast=\"auto\"> le meilleur produit au meilleur prix, <\/span><span data-contrast=\"auto\">les\u00a0<\/span><span data-contrast=\"auto\">sites web font \u00e7a tr\u00e8s bien, et on n&rsquo;aura pas besoin d&rsquo;eux. Les achats en B2B se passent bien des commerciaux, en bas de march\u00e9, Forrester l&rsquo;a d\u00e9j\u00e0 d\u00e9montr\u00e9.<\/span><\/p>\n<p><span data-contrast=\"auto\">Si, par contre, \u00e0 l&rsquo;inverse du spectre, on a besoin d&rsquo;aller plus\u00a0<\/span><span data-contrast=\"auto\">loin<\/span><span data-contrast=\"auto\">, il va falloir <strong>mont<\/strong><\/span><strong>er<\/strong><span data-contrast=\"auto\"><strong>\u00a0en comp\u00e9tence s\u00e9rieusement<\/strong>.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><strong>Et la crise qu&rsquo;on a connue\u00a0a\u00a0agi\u00a0en\u00a0r\u00e9v\u00e9lateur.<\/strong><\/p>\n<h3><i><\/i>Pourquoi et comment offrir une exp\u00e9rience optimale \u00e0 ses prospects et clients\u202f?<\/h3>\n<p><span data-contrast=\"auto\">Les acteurs du B2B\u00a0<\/span><span data-contrast=\"auto\">qui sont dans le haut du march\u00e9 vont devoir sortir du mode bourrin et devenir de plus en plus des <strong>consultants<\/strong>, des \u00ab\u00a0<\/span><span data-contrast=\"auto\">trust<\/span><span data-contrast=\"auto\">ed<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">advisors\u00a0\u00bb\u00a0<\/span><span data-contrast=\"auto\">comme <\/span><span data-contrast=\"auto\">on\u00a0<\/span><span data-contrast=\"auto\">disait chez Cisco,\u00a0<\/span><span data-contrast=\"auto\">des\u00a0<\/span><strong>conseillers<\/strong><span data-contrast=\"auto\"><strong>\u00a0de confiance<\/strong>.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>On n&rsquo;a pas le choix. En fait, si on ne change pas c&rsquo;est la mort assur\u00e9e.<\/p>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">Si on n\u2019apporte pas de valeur ajout\u00e9e, <\/span><span data-contrast=\"auto\">les\u00a0<\/span><span data-contrast=\"auto\">(<\/span><span data-contrast=\"auto\">nouvelles<\/span><span data-contrast=\"auto\">)<\/span><span data-contrast=\"auto\">\u00a0technologies<\/span><span data-contrast=\"auto\">\u00a0feront\u00a0<\/span><span data-contrast=\"auto\">qu\u2019<\/span><span data-contrast=\"auto\">on<\/span><span data-contrast=\"auto\"> ne sert plus \u00e0 rien, et qu&rsquo;on peut \u00eatre remplac\u00e9 par une ligne de code sur un site Internet<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><\/blockquote>\n<p><span data-contrast=\"auto\">Encore une fois, c&rsquo;est quelque chose que je sentais d\u00e9j\u00e0 quand je vendais mes rasoirs.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Explications d&rsquo;un vieux vendeur sur le terrain<\/h3>\n<p><span data-contrast=\"auto\">C<\/span><span data-contrast=\"auto\">e mode de vente a compl\u00e8tement disparu, le commercial que j&rsquo;\u00e9tais en province qui vendait des\u00a0<\/span><span data-contrast=\"auto\">rasoirs et des machines \u00e0 laver en\u00a0<\/span><span data-contrast=\"auto\">circuit long\u00a0<\/span><span data-contrast=\"auto\">\u00e0 des re<\/span><span data-contrast=\"auto\">vendeurs ind\u00e9pendants, <\/span><span data-contrast=\"auto\">a disparu <\/span><span data-contrast=\"auto\">assez<\/span><span data-contrast=\"auto\">\u00a0rapidement avec les centrales d&rsquo;achats B2B<\/span><span data-contrast=\"auto\">\u00a0et les circuits\u00a0<\/span><span data-contrast=\"auto\">courts<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">Je suis retourn\u00e9 10 ans apr\u00e8s dans\u00a0<\/span><span data-contrast=\"auto\">la soci\u00e9t\u00e9 d\u2019<\/span><span data-contrast=\"auto\">\u00e9lectrom\u00e9nager<\/span><span data-contrast=\"auto\"> o\u00f9 j\u2019avais d\u00e9but\u00e9, j<\/span><span data-contrast=\"auto\">e\u00a0<\/span><span data-contrast=\"auto\">ne\u00a0<\/span><span data-contrast=\"auto\">re<\/span><span data-contrast=\"auto\">connais<\/span><span data-contrast=\"auto\">sais<\/span><span data-contrast=\"auto\">\u00a0plus personne,\u00a0<\/span><span data-contrast=\"auto\">sauf\u00a0<\/span><span data-contrast=\"auto\">le directeur commercial\u00a0<\/span><span data-contrast=\"auto\">qui\u00a0<\/span><span data-contrast=\"auto\">\u00e9tait le dernier vendeur. Il n&rsquo;y avait plus de vendeurs puisqu&rsquo;on achetait les produits \u00e0 des prix n\u00e9goci\u00e9s centralement. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><i><\/i>De la crainte du digital, et de la difficult\u00e9 de monter dans la valeur<\/h3>\n<p><span data-contrast=\"auto\">La crainte du digital <\/span><span data-contrast=\"auto\">est quelque chose qu&rsquo;on ressent partout. Ce n&rsquo;est pas une question d&rsquo;\u00e2ge. <\/span><span data-contrast=\"auto\">I<\/span><span data-contrast=\"auto\">l y a des jeunes qui ont peur<\/span><span data-contrast=\"auto\">\u00a0ou non<\/span><span data-contrast=\"auto\">, il y a des\u00a0<\/span><span data-contrast=\"auto\">plus \u00e2g\u00e9s\u00a0<\/span><span data-contrast=\"auto\">qui ont peur et\u00a0<\/span><span data-contrast=\"auto\">d\u2019autres\u00a0<\/span><span data-contrast=\"auto\">qui n&rsquo;ont pas peur. C&rsquo;est <\/span><span data-contrast=\"auto\">peut-\u00eatre<\/span><span data-contrast=\"auto\"> aussi l&rsquo;environnement m\u00e9diatique qui est <\/span><span data-contrast=\"auto\">fortement\u00a0<\/span><span data-contrast=\"auto\">anxiog\u00e8ne. Je dois avouer que des fois,\u00a0<\/span><span data-contrast=\"auto\">la presse<\/span><span data-contrast=\"auto\">\u00a0arrive m\u00eame \u00e0 me faire peur.\u00a0<\/span><span data-contrast=\"auto\">Mais j\u2019arrive \u00e0 me reprendre car je connais bien la technologie et ses limites.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p>On\u00a0ne peut pas ouvrir un journal sans que l&rsquo;on voie que nous allons\u00a0\u00eatre remplac\u00e9s\u00a0par des robots.<\/p><\/blockquote>\n<p><span data-contrast=\"auto\">Mais sans aller\u00a0<\/span><span data-contrast=\"auto\">jusque l\u00e0<\/span><span data-contrast=\"auto\">, pour en revenir \u00e0 nos commerciaux qui n\u2019arrivent pas \u00e0 monter en valeur, \u00e7a ne va pas \u00eatre <\/span><span data-contrast=\"auto\">\u00e9vident<\/span><span data-contrast=\"auto\">. <\/span><\/p>\n<p><span data-contrast=\"auto\">Car t<\/span><span data-contrast=\"auto\">out le monde n&rsquo;est pas capable de monter en valeur ni de faire de la vente consultative. Il n&rsquo;y a <\/span><span data-contrast=\"auto\">peut-\u00eatre<\/span><span data-contrast=\"auto\">\u00a0pas de place pour tout le monde<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pour ma part, j&rsquo;ai <\/span><span data-contrast=\"auto\">anim\u00e9 \u00e0\u00a0<\/span><span data-contrast=\"auto\">une session de formation\u00a0<\/span><span data-contrast=\"auto\">assez tendue\u00a0<\/span><span data-contrast=\"auto\">comme \u00e7a l&rsquo;ann\u00e9e derni\u00e8re, <\/span><span data-contrast=\"auto\">\u00e0<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">la\u00a0<\/span><span data-contrast=\"auto\">fois stressant<\/span><span data-contrast=\"auto\">e<\/span><span data-contrast=\"auto\">\u00a0et amusant<\/span><span data-contrast=\"auto\">e<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">C&rsquo;\u00e9tait des\u00a0<\/span><span data-contrast=\"auto\">commerciaux\u00a0<\/span><span data-contrast=\"auto\">qui me demandaient comment signer plus de\u00a0<\/span><span data-contrast=\"auto\">deals\u00a0<\/span><span data-contrast=\"auto\">sur\u00a0<\/span><span data-contrast=\"auto\">LinkedIn<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">Je leur ai d<\/span><span data-contrast=\"auto\">it<\/span><span data-contrast=\"auto\">\u00a0\u00ab\u202f<\/span><span data-contrast=\"auto\">la question est int\u00e9ressante, mais elle est mal pos\u00e9e<\/span><span data-contrast=\"auto\">\u202f\u00bb<\/span><span data-contrast=\"auto\">. Vous\u00a0<\/span><span data-contrast=\"auto\">ne\u00a0<\/span><span data-contrast=\"auto\">sign<\/span><span data-contrast=\"auto\">ez pas sur LinkedIn, v<\/span><span data-contrast=\"auto\">ous <\/span><span data-contrast=\"auto\">devez l\u2019utiliser comme un\u00a0<\/span><span data-contrast=\"auto\">outil de networking qui va vous permettre de faire de la vente en r\u00e9seau, puis\u00a0<\/span><span data-contrast=\"auto\">(un jour)\u00a0<\/span><span data-contrast=\"auto\">de signer.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">La vraie question, c&rsquo;est comment je cr\u00e9e un r\u00e9seau et non pas comment je casse les pieds aux gens sur LinkedIn<\/span><span data-contrast=\"auto\">. <\/span><\/p><\/blockquote>\n<p><span data-contrast=\"auto\">Trop d\u2019agressivit\u00e9 fait fuir les d\u00e9cideurs. Les DSI par exemple ont d\u00e9j\u00e0 tous retir\u00e9 ou prot\u00e9g\u00e9 leurs comptes sur\u00a0<\/span><span data-contrast=\"auto\">LinkedIn<\/span><span data-contrast=\"auto\">, \u00e0 quelques exceptions pr\u00e8s. Ils en avaient marre de se faire d\u00e9marcher directement. C\u2019est compr\u00e9hensible. Un acheteur, un d\u00e9cideur doit maintenir une distance entre lui et le vendeur s\u2019il veut maintenir sa marge de n\u00e9gociation\u00a0<\/span><span data-contrast=\"auto\">et ne pas se faire polluer par tous les d\u00e9marcheurs de la terre.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Je leur ai demand\u00e9 comment ils\u00a0<\/span><span data-contrast=\"auto\">r\u00e9seautaient<\/span><span data-contrast=\"auto\">, en utilisant le questionnaire fourni par\u00a0<\/span><span data-contrast=\"auto\">Gitomer<\/span><span data-contrast=\"auto\">\u00a0dans \u00ab\u202f<a href=\"https:\/\/www.buygitomer.com\/products\/jeffrey-gitomer-s-little-black-book-of-connections-6-5-assets-for-networking-your-way-to-rich-relationships\" target=\"_blank\" rel=\"noopener noreferrer\">The little black book of connections<\/a><\/span><span data-contrast=\"auto\">\u202f\u00bb.\u00a0<\/span><span data-contrast=\"auto\">Est-ce<\/span><span data-contrast=\"auto\">\u00a0que vous multipliez les points de contact<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">?<\/span><span data-contrast=\"auto\"> Est-ce que vous apportez de la valeur avant de lancer vos argumentaires, e<\/span><span data-contrast=\"auto\">tc.\u00a0<\/span><span data-contrast=\"auto\">Gitomer<\/span><span data-contrast=\"auto\">\u00a0fournit\u00a0<\/span><span data-contrast=\"auto\">une vingtaine de vingtaine de points.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<figure id=\"attachment_57524\" aria-describedby=\"caption-attachment-57524\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/screenshot-2020-09-28-at-17-44-33.jpg\"><img decoding=\"async\" class=\"wp-image-57524\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/screenshot-2020-09-28-at-17-44-33-1024x574.jpg\" alt=\"Achats B2B\" width=\"750\" height=\"420\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/screenshot-2020-09-28-at-17-44-33-1024x574.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/screenshot-2020-09-28-at-17-44-33-500x280.jpg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/screenshot-2020-09-28-at-17-44-33-768x430.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/09\/screenshot-2020-09-28-at-17-44-33.jpg 1180w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/a><figcaption id=\"caption-attachment-57524\" class=\"wp-caption-text\">Achats en B2B et r\u00e9seautage : le questionnaire de Gitomer. Redoutable.<\/figcaption><\/figure>\n<p><span data-contrast=\"auto\">Et \u00e0 la\u00a0<\/span><span data-contrast=\"auto\">fin ?<\/span><span data-contrast=\"auto\">\u00a0L<\/span><span data-contrast=\"auto\">es r\u00e9sultats n\u2019\u00e9taient pas flatteurs.\u00a0<\/span><span data-contrast=\"auto\">Ils ne savaient pas<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">r\u00e9seauter<\/span><span data-contrast=\"auto\">\u00a0et cela\u00a0<\/span><span data-contrast=\"auto\">n&rsquo;avait\u00a0<\/span><span data-contrast=\"auto\">rien \u00e0 voir avec le\u00a0<\/span><span data-contrast=\"auto\">digital\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Faut-il continuer \u00e0 communiquer sur les r\u00e9seaux sociaux\u202f?<\/h3>\n<p><span data-contrast=\"auto\">Les m\u00e9dias sociaux sont des outils, et sans doute qu\u2019un jour ils dispara\u00eetront, ils passeront de mode.\u00a0<\/span><span data-contrast=\"auto\">Ce n&rsquo;est pas grave<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0Je l&rsquo;ai\u00a0<\/span><span data-contrast=\"auto\">d\u00e9j\u00e0\u00a0<\/span><span data-contrast=\"auto\">dit en 2009, \u00e0 Atlanta,\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><iframe title=\"Orange Business Services: Succeeding in Social Media Iniatives, by Yann Gourvennec; presented by GasPedal and the SMBC\" src=\"https:\/\/player.vimeo.com\/video\/8460617?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n<p><a href=\"https:\/\/youtu.be\/jGyonFNEi04\">Orange Business Services: Succeeding in Social Media Initiatives, by Yann Gourvennec; presented by GasPedal and the SMBC<\/a> sur le compte de\u00a0<a href=\"https:\/\/vimeo.com\/socialmediaorg\">SocialMedia.org<\/a> sur\u00a0<a href=\"https:\/\/vimeo.com\">Vimeo<\/a>.<\/p>\n<p><span data-contrast=\"auto\">Dans cette conf\u00e9rence, j&rsquo;ai annonc\u00e9 \u00ab\u00a0<\/span><span data-contrast=\"auto\">un <\/span><span data-contrast=\"auto\">jour Facebook dispara\u00eetra\u00a0\u00bb. Tous me regardaient avec des yeux\u00a0<\/span><span data-contrast=\"auto\">incr\u00e9dules<\/span><span data-contrast=\"auto\">. C\u2019est normal, les m\u00e9dias sociaux venaient de na\u00eetre. <\/span><\/p>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">Un <\/span><span data-contrast=\"auto\">jour, Facebook dispara\u00eetra<\/span><span data-contrast=\"auto\">\u00a0ou sera remplac\u00e9 par autre chose<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">Le marketing du contenu\u00a0<\/span><span data-contrast=\"auto\">et le\u00a0<\/span><span data-contrast=\"auto\">bouche \u00e0 oreille,<\/span><span data-contrast=\"auto\">\u00a0eux, seront toujours l\u00e0.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><\/blockquote>\n<p>En fait on\u00a0confond social\u00a0media et mass media, car les m\u00e9dias sociaux sont devenus\u00a0massifs,\u00a0et donc on en d\u00e9duit que parce\u00a0qu\u2019ils sont\u00a0massifs,\u00a0ce sont des\u00a0m\u00e9dias\u00a0de masse.<\/p>\n<p><span data-contrast=\"auto\">Les seuls pour lesquels il sont des\u00a0<\/span><span data-contrast=\"auto\">m\u00e9dias de\u00a0<\/span><span data-contrast=\"auto\">masse sont les c\u00e9l\u00e9brit\u00e9s. <\/span><span data-contrast=\"auto\">Encore\u00a0<\/span><span data-contrast=\"auto\">mieux<\/span><span data-contrast=\"auto\">, en politique, c&rsquo;est <\/span><span data-contrast=\"auto\">un outil de propagande gratuit.\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Le marketing de contenu, l\u2019<a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/03\/marketing-de-contenu-abm\/\" target=\"_blank\" rel=\"noopener noreferrer\">ABM<\/a> et la fusion vente marketing seront \u00e0 mon avis le\u00a0<\/span><span data-contrast=\"auto\">chemin \u00e0 suivre dans le futur. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">C&rsquo;est<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">la bonne approche, <\/span><span data-contrast=\"auto\">\u00e0<\/span><span data-contrast=\"auto\">\u00a0l&rsquo;oppos\u00e9\u00a0<\/span><span data-contrast=\"auto\">de\u00a0<\/span><span data-contrast=\"auto\">l&rsquo;approche du \u00ab\u00a0<\/span><span data-contrast=\"auto\"><a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/01\/vendeurs-bourrins\/\">bourrin<\/a>\u00ab\u00a0<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Mais je me refuse \u00e0 regarder les m\u00e9dias sociaux uniquement comme une plateforme de publicit\u00e9 parce que<\/span><span data-contrast=\"auto\"> c<\/span><span data-contrast=\"auto\">e sont des m\u00e9dias int\u00e9ressants\u00a0<\/span><span data-contrast=\"auto\">car ils\u00a0<\/span><span data-contrast=\"auto\">gardent une sp\u00e9cificit\u00e9, pour peu qu&rsquo;on sache les d\u00e9coder<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p>Aujourdhui\u00a0il y a beaucoup\u00a0trop\u00a0d&rsquo;entreprises qui ne savent pas pourquoi elles sont pr\u00e9sentes sur les r\u00e9seaux, qui ne savent pas ce qu&rsquo;elles en attendent vraiment.<\/p><\/blockquote>\n<p><strong>Faut-il\u00a0quitter les r\u00e9seaux sociaux ? Pour r\u00e9pondre \u00e0 cette question, finalement, il faut se poser les vraies questions : pourquoi on y est\u00a0?\u00a0ce qu&rsquo;on attend d\u2019eux et quelles actions on peut mettre en \u0153uvre justement pour atteindre nos objectifs et prendre un peu de hauteur.<\/strong><\/p>\n<p><span data-contrast=\"auto\">En se rappelant\u00a0<\/span><span data-contrast=\"auto\">que\u00a0<\/span><span data-contrast=\"auto\">les r\u00e9seaux sociaux ne sont pas des m\u00e9dias de masse et que \u00e7a nous permet juste d&rsquo;attirer une visibilit\u00e9 qualifi\u00e9e peut-\u00eatre moindre que ce qu&rsquo;on peut voir chez les grosses marques ou chez les gros influenceurs. Mais \u00e7a reste une visite gratuite et de qualit\u00e9 qui permet<\/span><span data-contrast=\"auto\">\u00a0\u00e0 terme\u00a0<\/span><span data-contrast=\"auto\">de gagner des clients.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Stricto sensu, c<\/span><span data-contrast=\"auto\">e n<\/span><span data-contrast=\"auto\">&lsquo;est m\u00eame pas de la visibilit\u00e9, c&rsquo;est du networking, ce sont\u00a0<\/span><span data-contrast=\"auto\">des\u00a0<\/span><span data-contrast=\"auto\">discussions (cf. la clause 1 du <a href=\"https:\/\/cluetrain.com\" target=\"_blank\" rel=\"noopener noreferrer\">Cluetrain Manifesto<\/a>)<\/span><\/p>\n<h3>Engager la discussion demande beaucoup de travail<\/h3>\n<p><span data-contrast=\"auto\">C&rsquo;est l\u00e0 que les marques ont du mal parce que pour cr\u00e9er des discussions, il faut\u00a0<\/span><span data-contrast=\"auto\">travailler dur<\/span><span data-contrast=\"auto\">, c&rsquo;est difficile, \u00e7a demande du temps et c&rsquo;est frustrant quand on n&rsquo;a pas le temps de s&rsquo;int\u00e9resser aux autres. <\/span><span data-contrast=\"auto\">E<\/span><span data-contrast=\"auto\">tre<\/span><span data-contrast=\"auto\">\u00a0\u00ab\u00a0sympathique\u00a0\u00bb,\u00a0<\/span><span data-contrast=\"auto\">c\u2019<\/span><span data-contrast=\"auto\">est<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">s&rsquo;int\u00e9resser aux autres, c&rsquo;est la d\u00e9finition du terme\u00a0<\/span><span data-contrast=\"auto\">en\u00a0<\/span><span data-contrast=\"auto\">psychologie.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Du coup, c&rsquo;est un peu la m\u00eame probl\u00e9matique<\/span><span data-contrast=\"auto\">\u00a0que celle du bourrin qu\u2019on d\u00e9crivait tout \u00e0 l\u2019heure. La boucle est boucl\u00e9e.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">Il faut donc apprendre \u00e0 donner avant de\u00a0<\/span><span data-contrast=\"auto\">recevoir<\/span><span data-contrast=\"auto\">. C\u2019est cela que les bourrins devraient apprendre, et pas \u00e0 cliquer sur Sales Navigator.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>En mati\u00e8re d&rsquo;achats en B2B, \u00a0on entend souvent dire que tout a chang\u00e9 avec Internet. \u00a0S&rsquo;il est loin de mes intentions de vouloir minimiser l&rsquo;importance du r\u00e9seau des r\u00e9seaux, je me permet n\u00e9anmoins d&rsquo;apporter quelques nuances dans un podcast r\u00e9alis\u00e9 par Ludovic Salenne. \u00a0Ludovic m\u2019a pos\u00e9 des questions dans le cadre de cette interview fleuve &hellip;<\/p>\n","protected":false},"author":2,"featured_media":57520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4066],"tags":[],"class_list":["post-57346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-selling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet<\/title>\n<meta name=\"description\" content=\"En mati\u00e8re d&#039; achats en B2B on dit souvent que tout a chang\u00e9 avec Internet. J&#039;apporte quelques nuances dans ce podcast de Ludovic Salenne.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet\" \/>\n<meta property=\"og:description\" content=\"En mati\u00e8re d&#039; achats en B2B on dit souvent que tout a chang\u00e9 avec Internet. J&#039;apporte quelques nuances dans ce podcast de Ludovic Salenne.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-29T06:30:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-29T08:16:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/jumpstory-download20200928-161340.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet\",\"datePublished\":\"2020-09-29T06:30:26+00:00\",\"dateModified\":\"2025-10-29T08:16:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/\"},\"wordCount\":2374,\"commentCount\":1,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2020\\\/10\\\/jumpstory-download20200928-161340.jpg\",\"articleSection\":[\"social selling\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/\",\"name\":\"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2020\\\/10\\\/jumpstory-download20200928-161340.jpg\",\"datePublished\":\"2020-09-29T06:30:26+00:00\",\"dateModified\":\"2025-10-29T08:16:32+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"description\":\"En mati\u00e8re d' achats en B2B on dit souvent que tout a chang\u00e9 avec Internet. J'apporte quelques nuances dans ce podcast de Ludovic Salenne.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/#primaryimage\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2020\\\/10\\\/jumpstory-download20200928-161340.jpg\",\"contentUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2020\\\/10\\\/jumpstory-download20200928-161340.jpg\",\"width\":520,\"height\":340,\"caption\":\"achats B2B\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2020\\\/09\\\/29\\\/achats-b2b\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/\",\"name\":\"Marketing and Innovation\",\"description\":\"Site d&#039;infos ind\u00e9pendant, depuis 1996\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\",\"name\":\"Yann Gourvennec\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"caption\":\"Yann Gourvennec\"},\"description\":\"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet","description":"En mati\u00e8re d' achats en B2B on dit souvent que tout a chang\u00e9 avec Internet. J'apporte quelques nuances dans ce podcast de Ludovic Salenne.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/","og_locale":"fr_FR","og_type":"article","og_title":"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet","og_description":"En mati\u00e8re d' achats en B2B on dit souvent que tout a chang\u00e9 avec Internet. J'apporte quelques nuances dans ce podcast de Ludovic Salenne.","og_url":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/","og_site_name":"Marketing and Innovation","article_publisher":"https:\/\/www.facebook.com\/vismktg","article_author":"http:\/\/facebook.com\/ygourven","article_published_time":"2020-09-29T06:30:26+00:00","article_modified_time":"2025-10-29T08:16:32+00:00","og_image":[{"width":520,"height":340,"url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/jumpstory-download20200928-161340.jpg","type":"image\/jpeg"}],"author":"Yann Gourvennec","twitter_card":"summary_large_image","twitter_creator":"@ygourven","twitter_site":"@ygourven","twitter_misc":{"\u00c9crit par":"Yann Gourvennec","Dur\u00e9e de lecture estim\u00e9e":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/#article","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/"},"author":{"name":"Yann Gourvennec","@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"headline":"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet","datePublished":"2020-09-29T06:30:26+00:00","dateModified":"2025-10-29T08:16:32+00:00","mainEntityOfPage":{"@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/"},"wordCount":2374,"commentCount":1,"image":{"@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/jumpstory-download20200928-161340.jpg","articleSection":["social selling"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/","url":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/","name":"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/#primaryimage"},"image":{"@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/jumpstory-download20200928-161340.jpg","datePublished":"2020-09-29T06:30:26+00:00","dateModified":"2025-10-29T08:16:32+00:00","author":{"@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"description":"En mati\u00e8re d' achats en B2B on dit souvent que tout a chang\u00e9 avec Internet. J'apporte quelques nuances dans ce podcast de Ludovic Salenne.","breadcrumb":{"@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/#primaryimage","url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/jumpstory-download20200928-161340.jpg","contentUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/jumpstory-download20200928-161340.jpg","width":520,"height":340,"caption":"achats B2B"},{"@type":"BreadcrumbList","@id":"https:\/\/visionarymarketing.com\/fr\/2020\/09\/29\/achats-b2b\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/visionarymarketing.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Achats en B2B : il ne faut pas croire que tout a \u00e9t\u00e9 invent\u00e9 avec Internet"}]},{"@type":"WebSite","@id":"https:\/\/visionarymarketing.com\/fr\/#website","url":"https:\/\/visionarymarketing.com\/fr\/","name":"Marketing and Innovation","description":"Site d&#039;infos ind\u00e9pendant, depuis 1996","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/visionarymarketing.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e","name":"Yann Gourvennec","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","url":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","caption":"Yann Gourvennec"},"description":"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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\/57346","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=57346"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/57346\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/57520"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=57346"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=57346"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=57346"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}