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mars 19, 2018 4

​Stratégie marketing : Génération de leads, comment avoir des clients à la demande ?

Générer des leads est un enjeu stratégique pour vous directeur marketing. En effet, vous devez alimenter l’équipe sales en leads pour développer l’activité de votre entreprise. Il ne suffit plus d’acheter des bases de données pour être efficace, vous devez définir une vraie stratégie de lead generation !

Susciter des demandes de contact est un enjeu crucial pour une entreprise : sa performance en dépend directement. C’est un défi de plus en plus important à prendre en considération dans votre stratégie marketing : dans un parcours d’achat, 90% des décideurs ne répondent plus aux appels à froid, c’est-à-dire sans signe d’intérêt préalable, et les commerciaux ont désormais besoins de contacts qualifiés pour être efficaces et réaliser plus de vente.

Comment générer un maximum de leads qualifiés ?

Qu’est-ce que la génération de leads ?

L’expression « génération de leads » est un anglicisme venu de « lead generation », que l’on pourrait traduire par « détection de pistes ».

La génération de leads, ou « lead gen » comme disent les pros du marketing rassemble donc toutes les techniques qui permettent de multiplier les bonnes pistes, soit les contacts potentiellement qualifiés : elle permet de capter les contacts ayant déjà manifesté des signes d’intérêt.

Dans une campagne marketing, la génération de leads est donc une première étape de la conquête de nouveaux prospects. Potentiellement qualifié mais pas encore prospect en tant que tel, le lead a déjà transmis des informations qui nous permettent de connaître ses degrés de qualification, et d’adapter la réponse ou les actions qui devront suivre.

Dans une entreprise, la génération de leads est le propre du département Marketing, souvent évalué par la direction sur le volume de leads générés. Le département Commercial sera lui jugé sur un volume de ventes, soit la transformation des leads en clients. Dans le process client, la génération de leads vient alimenter les commerciaux en prospects.

La génération de leads peut être interne, le département lance alors des campagnes avec ses propres ressources. Lorsqu’elle est externalisée, l’entreprise recherche un prestataire pour lui fournir des contacts qualifiés.

Pourquoi générer des leads ?

Quand elle est réussie, une campagne de génération de leads apporte de nombreux bénéfices.

Elle donne plus d’efficacité à toute la partie commerciale. Les commerciaux gagnent du temps sur la prospection pour concentrer leur temps et leur énergie sur des contacts qualifiés.

Elle permet de réduire le cycle de vente : le contact ayant déjà manifesté son intérêt, la phase de pédagogie et d’information sur le produit ou le service est déjà largement réduite, pour le vendeur.

La génération de leads donne également beaucoup plus d’opportunités, et plus de leads en entrée entraine plus de devis signés, en sortie.

Elle induit aussi une meilleure organisation stratégique : on peut prévoir le nombre de leads générés en se basant sur l’historique, et ainsi anticiper les répercussions sur chacun des postes, pour une organisation en interne plus fluide.

Comment générer de la demande entrante ?

Avant de se lancer, il faut préparer sa stratégie. Elle a plusieurs prérequis :

Dans une réflexion commune, les départements de Marketing et de Vente doivent mettre en place un SLA – « Service Level Agreement » -, un accord sur le niveau de service que les deux parties veulent atteindre. L’idée est de s’entendre sur les leads que l’on veut obtenir : caractéristiques, niveau de qualification, nombre de leads à générer, et leur gestion.

Il est en effet essentiel de savoir comment les leads vont être gérés, une fois reçus, et de préparer la partie commerciale : lorsqu’on pêche rien ne sert de ferrer le poisson si on ne sait pas le remonter et l’attraper ensuite ! Les équipes commerciales doivent donc être formées aux produits et services avant qu’ils ne soient mis en avant par une campagne. Ils doivent pouvoir valoriser tous les leads qui seront générés.

Organisez-vous en synchronisant les agendas, et éviter une avalanche de leads lorsque les commerciaux sont en vacances.

Communiquez toute la stratégie aux commerciaux.

Pensez également à synchroniser la campagne avec le CRM pour que les commerciaux puissent avoir une vue centralisée et détaillée d’informations majeures, comme le contexte, la source du lead, la date du premier contact avec l’entreprise.

Et l’on n’oublie pas de s’interroger sur le budget ! combien l’entreprise est-elle prête à investir pour faire l’acquisition d’un lead ?

Enfin, avant de se lancer, la campagne doit être portée par une stratégie, et être posée dans un plan formalisé.

On ne l’a pas vraiment précisé, mais, pour générer des leads sur le web, il faut bien évidement avoir un site Internet qui attire du trafic. En BtoB, il y a différents moyens d’attirer le trafic :

  • Les Paids Ads, ou publicités, comme AdWordsLinkedIn Ads ou Facebook Ads. L’annonceur paye au clic, le trafic est immédiat, accessible à tous, même s’il peut s’avérer coûteux.
  • Le référencement naturel dans les moteurs de recherche : s’il peut prendre un peu de temps à se mettre en place, il génère un trafic plus qualifié que le référencement payant, et sur du plus long terme. Il a l’avantage de sa pérennité dans le temps, et de la qualité de son trafic.
  • Les médias sociaux, qui peuvent être utilisés en animant une communauté, ou en social selling : Les mises en relation, les recommandations, les réponses à un appel d’offre, ou encore la diffusion d’articles sont autant de techniques qui permettent de se placer sur le processus de vente, à travers les réseaux sociaux.
  • Les partenariats, à travers un échange de visibilité comme un échange de mail ou en relais d’une offre, sur un site partenaire ou sur le blog d’un influenceur.
  • L’e-mailing, par la location d’un fichier ou à partir de ses propres fichiers de clients et de prospects.
  • L’Inbound Marketing, en tant que vue d’ensemble sur tous les autres leviers. Là, il s’agit d’avantage d’attirer un lead ou un prospect de son propre gré plutôt que d’aller le chercher, et de le solliciter malgré lui, comme dans la technique du spam par exemple.

Et pour finir, on vous donne le secret de la génération de leads : toute votre stratégie doit se baser sur la mise en place d’un entonnoir marketing bien précis, qui suit chacune des étapes du parcours clients ou « Buyer’s journey ».

Il s’agit d’apporter une réponse adaptée à chaque phase – contenu, information, réassurance ou contact humain – pour mieux capter le lead issu du trafic généré et de l’accompagner à travers chacune des phases jusqu’à la décision d’achat et la signature du devis.

Pour que tous les efforts déployés soient payants, et optimiser un retour sur un investissement qui peut être parfois coûteux, n’improvisez pas votre campagne de génération de leads ! Celle-ci doit être préparée et structurée. Pas de panique, les opportunités sont nombreuses, et le digital est un vaste terrain à exploiter pour générer des clients à la demande !

Source : ​Génération de leads : comment avoir des clients à la demande ?

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