{"id":9140,"date":"2011-04-06T05:30:00","date_gmt":"2011-04-06T05:30:00","guid":{"rendered":"https:\/\/visionary.wordpress.com\/2011\/04\/06\/salon-statgie-clients-le-marketing-b2b-a-rattrap-son-retard-sur-le-b2c\/"},"modified":"2023-10-16T08:12:36","modified_gmt":"2023-10-16T06:12:36","slug":"marketing-b2b-retard","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/04\/06\/marketing-b2b-retard\/","title":{"rendered":"Salon strat\u00e9gie clients : le B2B a rattrap\u00e9 son retard sur le B2C"},"content":{"rendered":"

Le 6 avril 2011, \u00e0 la porte de Versailles au <\/em>salon de la strat\u00e9gie clients<\/em><\/span> (ex SECA), j\u2019ai anim\u00e9 une table ronde avec (de gauche \u00e0 droite autour de moi) <\/em>Herv\u00e9 Delhin<\/em><\/a> (SPSS\/IBM) et administrateur du <\/em>CMIT<\/em><\/span>, \u00c9ric Munz PDG de <\/em>KDP Groupe<\/em><\/span> (une agence de marketing relationnel qui n\u2019a rien \u00e0 voir avec KDP Software), et de Michael Tartar de Bearing Point<\/a>, qui est \u00e9galement un des contributeur de notre livre \u201cles m\u00e9dias sociaux expliqu\u00e9s \u00e0 mon boss<\/a>\u201d.<\/em><\/p>\n

Salon strat\u00e9gie clients : le B2B a rattrap\u00e9 son retard sur le B2C<\/h2>\n

\"Salon<\/a><\/p>\n

le sujet en \u00e9tait \u00ab quand le B2B met<\/strong> l’acc\u00e9l\u00e9rateur sur la relation client \u00bb.<\/strong><\/h3>\n

Je suis un privil\u00e9gi\u00e9. J’observe le d\u00e9veloppement du marketing du business-to-business depuis les ann\u00e9es 80, date \u00e0 laquelle je partais avec mon b\u00e2ton de p\u00e8lerin pour essayer de convaincre des entreprises du domaine professionnel de se mettre aux techniques du marketing.<\/p>\n

Peine perdue \u00e0 l’\u00e9poque, les r\u00e9ponses \u00e9taient toujours les m\u00eames : \u201c le marketing ce n’est pas fait pour nous !\u201d Il est r\u00e9volu ce temps-l\u00e0, avec la professionnalisation et la sophistication des techniques et des pratiques du marketing dans les domaines business to business.<\/p>\n

Ceci a un impact sur tous les domaines du B2B : depuis la connaissance des clients et le comportemental, en passant par la veille, le datamining, la gestion des prospects (\u201clead generation\u201d) mais aussi les approches les plus modernes autour des m\u00e9dias sociaux, de l’Internet et de l’affiliation (voir ici mes amis et partenaires d\u2019effiliation<\/a>) et de l’approche des insights clients.<\/p>\n

Herv\u00e9 Delhin : Le Gap entre B2B et B2C a \u00e9t\u00e9 combl\u00e9<\/strong><\/p>\n

Le d\u00e9bat a \u00e9t\u00e9 ouvert par Herv\u00e9 Delhin, qui a rappel\u00e9 que le gap entre le B2B et le B2C dont j’ai parl\u00e9 pr\u00e9c\u00e9demment a \u00e9t\u00e9 aujourd’hui enti\u00e8rement rattrap\u00e9. Le B2B, n’est pas \u201cringard\u201d selon Herv\u00e9, bien au contraire, il s’est enti\u00e8rement adapt\u00e9 pour se mettre aux techniques modernes de marketing et adopter toute une batterie d’outils. \u00ab Les m\u00eames techniques sont utilis\u00e9es des deux c\u00f4t\u00e9s \u00bb a insist\u00e9 Herv\u00e9, responsable de la gamme SPSS chez IBM. Les clients \u00ab croulent sur les donn\u00e9es, car pr\u00e8s de 80 % de ces donn\u00e9es ne sont pas utilis\u00e9es selon Gartner \u00bb a-t-il martel\u00e9 lors de cette pr\u00e9sentation. Certes, il admet bien un peu, avec sa casquette du CMIT<\/span>, que \u00ab les professionnels de l’informatique sont peut-\u00eatre des cordonniers les plus mal chauss\u00e9s \u00bb. Mais m\u00eame pour des volumes faibles et des petits pools de client\u00e8le de quelques milliers, le marketing \u00e0 tout son sens en B2B.<\/p>\n

E Munz : conna\u00eetre son client \u00e0 360\u00b0<\/strong><\/p>\n

La deuxi\u00e8me pr\u00e9sentation fut faite par \u00c9ric Munz, PDG de KDP Groupe Pour lui non plus il n’y a \u00ab plus de dichotomie entre B2B et B2C \u00bb. Tous les r\u00e9flexes seraient applicables de l’un \u00e0 l’autre et vice versa. Si la probl\u00e9matique en B2B est de savoir comment segmenter ses clients lorsqu’on en a 3 millions par exemple, poursuivait \u00c9ric, la v\u00e9ritable probl\u00e9matique en B2B lorsque l\u2019on n\u2019a probablement que 4000 clients se trouve ailleurs : il s’agit de gagner en productivit\u00e9, car la force de vente n’est pas extensible ! Il faut donc, et c’est incontournable, conna\u00eetre son client, utiliser cette connaissance clients \u00e0 360\u00b0, et \u00eatre capable de l’analyser pour en d\u00e9duire les scores d’app\u00e9tence qui permettront d’estimer le risque. Car perdre un client en B2B est plus grave en B2B qu\u2019en B2C (les clients sont moins nombreux et p\u00e8sent plus lourd intrins\u00e8quement). \u00c9ric a ensuite \u00e9voqu\u00e9 l’importance croissante des m\u00e9dias sociaux, qui sont \u00e9galement un v\u00e9hicule important de donn\u00e9es clients comportementales.<\/p>\n

Micha\u00ebl Tartar : Les m\u00e9dias sociaux plus pertinents du B2B que du B2C !<\/strong><\/p>\n

\"\"<\/a>Michael Tartar, qui a d’ailleurs contribu\u00e9 par une interview \u00e0 la construction du livre les m\u00e9dias sociaux expliqu\u00e9s \u00e0 mon boss (pour la petite histoire, nous avons fait connaissance au travers de Twitter<\/a> et c\u2019est ensuite que nous avons demand\u00e9 \u00e0 Michael de contribuer au livre). Michael a insist\u00e9 \u00e9galement sur le caract\u00e8re fondamental des m\u00e9dias sociaux en B2B pour insister notamment sur le fait que c’est peut-\u00eatre m\u00eame en B2B que l’impact de ces m\u00e9dias sociaux est le plus important.<\/p>\n

Selon lui, la production des m\u00e9dias sociaux dans l’outillage du marketing moderne du B2B n’est pas non plus antinomique de la d\u00e9marche commerciale, car il en est m\u00eame une prolongation.<\/p>\n

Il faut enfin selon lui savoir aller au-del\u00e0 du ROI, comme nous l’avons soulign\u00e9 plusieurs fois dans le site le livre \u201cles m\u00e9dias sociaux expliqu\u00e9s \u00e0 mon boss\u201d (http:\/\/amonboss.com)<\/a>.<\/p>\n

voir l’article de Michael sur son blog \u00e0 l’adresse :\u00a0http:\/\/michaeltartar.com\/2011\/04\/05\/strategie-clients-2011-b2b-et-medias-sociaux\/<\/a><\/p>\n

Avant de penser le futur, utiliser ses donn\u00e9es clients existentes !<\/strong><\/p>\n

Nous avons termin\u00e9 sur une vue prospective du marketing dans le B2B pour en conclure de fa\u00e7on quasi unanime autour de la table que l’objectif du marketing du futur est bien organisationnel avant d’\u00eatre bas\u00e9 sur les outils, qu’il s’agit de d’abattre les cloisons et d\u2019\u00e9tablir la transversalit\u00e9, d\u2019apporter plus de simplicit\u00e9, et surtout de ne pas oublier exploiter les donn\u00e9es clients qui sont d\u00e9j\u00e0 disponibles avant de penser \u00e0 noyer ses syst\u00e8mes d’information et ses marketeurs avec encore plus de donn\u00e9es.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le 6 avril 2011, \u00e0 la porte de Versailles au salon de la strat\u00e9gie clients (ex SECA), j\u2019ai anim\u00e9 une table ronde avec (de gauche \u00e0 droite autour de moi) Herv\u00e9 Delhin (SPSS\/IBM) et administrateur du CMIT, \u00c9ric Munz PDG de KDP Groupe (une agence de marketing relationnel qui n\u2019a rien \u00e0 voir avec KDP …<\/p>\n","protected":false},"author":2,"featured_media":4002,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[744],"tags":[],"class_list":["post-9140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-b2b"],"yoast_head":"\nSalon strat\u00e9gie clients : le B2B a rattrap\u00e9 son retard sur le B2C<\/title>\n<meta name=\"description\" content=\"Je suis un privil\u00e9gi\u00e9. 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