{"id":84598,"date":"2025-09-17T08:25:42","date_gmt":"2025-09-17T06:25:42","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=84598"},"modified":"2025-09-17T08:28:47","modified_gmt":"2025-09-17T06:28:47","slug":"ia-et-marketing-b2b-hatons-nous-lentement","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2025\/09\/17\/ia-et-marketing-b2b-hatons-nous-lentement\/","title":{"rendered":"IA et Marketing B2B, h\u00e2tons-nous lentement !"},"content":{"rendered":"\n

En mati\u00e8re d’IA et de marketing B2B, on vous le r\u00e9p\u00e8te tous les jours, il faut aller vite de peur d’\u00eatre d\u00e9pass\u00e9 par la technologie… mais mieux encore, il faut se h\u00e2ter lentement<\/strong> pour reprendre la devise<\/a> du fondateur de l’empire romain. Dans ce billet publi\u00e9 sur le blog de Zenbaia<\/a>, et dont vous trouverez un extrait ci-dessous, je vous explique pourquoi il faut aller vite sans se presser. Et pour faire bonne mesure, et en v\u00e9rifier les progr\u00e8s, j’ai demand\u00e9 \u00e0 NoteBookLM<\/a> de vous lire ce billet en int\u00e9gral dans le podcast du jour. Les lecteurs nous pardonneront l’immodestie totale de ce podcast, qui n’est pas de notre fait mais de NoteBookLM. On verra que l\u00e0 non plus, la r\u00e9volution n’est pas pour aujourd’hui (voir les explications en fin de billets)<\/em>.<\/p>\n\n\n\n

IA et Marketing B2B : Festina Lente !<\/h3>\n\n\n\n
\"IA
IA et B2B marketing, h\u00e2tons-nous lentement ! \u2014 image r\u00e9alis\u00e9e avec Midjourney<\/figcaption><\/figure>\n\n\n\n

Comment voyez-vous l\u2019\u00e9volution de l\u2019IA dans le domaine du marketing num\u00e9rique en B2B et comment cela a-t-il influenc\u00e9 vos strat\u00e9gies chez Visionary Marketing\u2009?<\/p>\n\n\n\n

J\u2019ai commenc\u00e9 ma carri\u00e8re dans l\u2019IA et, apr\u00e8s un hiver nucl\u00e9aire de plusieurs d\u00e9cennies, je suis \u00e0 nouveau dans le domaine des Big Data et de l\u2019IA depuis 12 ans. Je travaille dans le domaine du num\u00e9rique depuis toujours et j\u2019ai vu passer beaucoup de changements fondamentaux dans ce secteur. Mais celui-ci est sans doute le plus radical.<\/p>\n\n\n\n\n\n\n\n

IA et marketing B2B : la fameuse question de la \u00ab r\u00e9volution<\/a> \u00bb<\/h3>\n\n\n\n

Toutefois, il est encore difficile de pr\u00e9dire qu\u2019il s\u2019agit d\u2019une \u00ab\u2009r\u00e9volution\u2009\u00bb. Il est trop t\u00f4t pour le dire. Certes, certains secteurs sont d\u00e9j\u00e0 impact\u00e9s, notamment chez les freelances, et aussi dans le domaine du d\u00e9veloppement. On observe ainsi aux \u00c9tats-Unis une baisse drastique des embauches et des salaires dans ce domaine. Toutefois, il est encore trop t\u00f4t pour s\u2019affoler.<\/p>\n\n\n\n

Pour les strat\u00e9gies B2B qui ont \u00e9t\u00e9, ces derni\u00e8res ann\u00e9es \u2014 pour ma part, m\u00eame ces trente derni\u00e8res ann\u00e9es \u2014, tr\u00e8s largement bas\u00e9es sur les contenus, la situation \u00e9volue \u00e9norm\u00e9ment. L\u2019id\u00e9e assez ancienne, qui a fonctionn\u00e9 pendant des ann\u00e9es et qui voulait qu’en publiant des articles r\u00e9guli\u00e8rement et en r\u00e9f\u00e9ren\u00e7ant des contenus de qualit\u00e9, on r\u00e9cup\u00e8re des leads, est remise en question par le d\u00e9clin du r\u00e9f\u00e9rencement et l\u2019arriv\u00e9e de la recherche par IA, la baisse drastique du nombre de clics (jusque \u2014 60 % pour certains blogs), l\u2019\u00e9rosion des visites et les changements d\u2019habitude des utilisateurs.<\/p>\n\n\n\n

\"\"
Un sage du Marketing B2B sait se h\u00e2ter lenetement \u2014 image r\u00e9alis\u00e9e avec Midjourney (qui a bien du mal avec les cadrans solaires)<\/figcaption><\/figure>\n\n\n\n

Ceci nous oblige \u00e0 renforcer quelques points strat\u00e9giques. D\u2019une part, l\u2019influence directe en changeant nos modes de cr\u00e9ation de contenu. D\u2019autre part, renforcer encore plus le marketing du bouche-\u00e0-oreille. C\u2019est pour cela que notre dernier livre y consacre une partie compl\u00e8te. Et pour ces secteurs du B2B qui se situent dans la vente complexe, red\u00e9couvrir les m\u00e9thodes ABM en les adaptant. Je renvoie \u00e0 mes nombreux articles de Visionary Marketing sur ces sujets.<\/p>\n\n\n\n

Dans tous les cas, c\u2019est la direction dans laquelle nous travaillons en ce moment. Pour nous, pour nos clients et dans le cadre de nos interventions en formation.<\/p>\n\n\n\n

Le B2B aura toujours besoin d’\u00e9clairages et de conseil<\/h3>\n\n\n\n

L\u2019IA (g\u00e9n\u00e9rative) ne sonne pas pour moi le glas du contenu, le B2B aura toujours besoin d\u2019\u00e9clairages et de conseils. Maiis elle nous oblige \u00e0 revoir nos strat\u00e9gies diff\u00e9remment. Car la \u00ab\u2009vieille\u2009\u00bb logique de l\u2019inbound marketing est morte. Il faut travailler diff\u00e9remment aujourd\u2019hui, ou plus exactement, il faut travailler comme nous aurions d\u00fb toujours le faire. En panachant les techniques online et offline et en nous concentrant sur nos clients, leurs douleurs et leurs besoins. Et non la seule technique digitale qui n\u2019est pas une fin en soi.<\/p>\n\n\n\n

[…]<\/p>\n\n\n\n

\n
lire la suite et l’int\u00e9gralit\u00e9 de l’article sur le blog IA 4 Business de Zenbaia<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n\n\n\n

Vous pouvez aussi entendre un podcast synth\u00e9tique (toujours avec les m\u00eames injonctions \u00e0 la prudence et au recul) r\u00e9alis\u00e9 avec la derni\u00e8re version de NoteBookLM de Google, qui s’est enfin mis \u00e0 parler les langues. Par contre, NoteBookLM r\u00e9alise toujours les podcasts de la m\u00eame mani\u00e8re, tr\u00e8s st\u00e9r\u00e9otyp\u00e9e, malgr\u00e9 mes instructions de retenue et sobri\u00e9t\u00e9. Les voix sont aussi toujours les m\u00eames. \u00c0 noter aussi que sa prononciation du latin est perfectible. Quant \u00e0 la pommade permanente des commentateurs \u00e0 mon \u00e9gard, elle m’a fait \u00e9clater de rire. C’est tr\u00e8s dr\u00f4le, mais \u00e0 consommer avec mod\u00e9ration. <\/em><\/p>\n\n\n\n

\u00c9couter le podcast de NoteBookLM en format brut<\/a>Download<\/a><\/div>\n\n\n\n

<\/p>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2025-09-17-IA-marketing-B2B-hater-lentement-mixdown.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 21:36 — 15.4MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

En mati\u00e8re d’IA et de marketing B2B, on vous le r\u00e9p\u00e8te tous les jours, il faut aller vite de peur d’\u00eatre d\u00e9pass\u00e9 par la technologie… mais mieux encore, il faut se h\u00e2ter lentement pour reprendre la devise du fondateur de l’empire romain. Dans ce billet publi\u00e9 sur le blog de Zenbaia, et dont vous trouverez …<\/p>\n","protected":false},"author":2,"featured_media":84601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-84598","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nIA et Marketing B2B, h\u00e2tons-nous lentement !<\/title>\n<meta name=\"description\" content=\"En mati\u00e8re d'IA et de marketing B2B, on vous le r\u00e9p\u00e8te tous les jours, il faut aller vite, mais mieux encore, il faut se h\u00e2ter lentement\" \/>\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\/2025\/09\/17\/ia-et-marketing-b2b-hatons-nous-lentement\/\" \/>\n<meta property=\"og:locale\" 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