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septembre 24, 2018 68

Le marketing automation en B2B pour améliorer la performance commerciale

Améliorer la performance commerciale de son entreprise est un objectif assez globalement partagé de tous. Mais lorsqu’il s’agit d’y parvenir en augmentant sa productivité, alors le marketing automation apparaît en b2b assez rapidement comme une solution très intéressante.

Améliorer la performance commerciale de son entreprise est un objectif assez globalement partagé de tous. Mais lorsqu’il s’agit d’y parvenir en augmentant sa productivité, alors le marketing automation apparaît assez rapidement comme une solution très intéressante à creuser davantage.

Dans cet article nous allons parler de marketing automation pour le B2B. Et parce que le terme peut parfois paraître assez abstrait, nous l’illustrons d’un cas concret et d’exemples.

Pourquoi les entreprises ont-elles les yeux rivés sur le marketing automation ?

Tout d’abord si nous devions illustrer le contexte avec un chiffre, alors ce serait certainement celui-ci : les prospects sont en moyenne 7 fois plus nombreux à passer à l’achat s’ils sont recontactés dans l’heure (source : Harvard Business Review). 

Et pourtant 63 % des entreprises mettent au moins plus d’une heure à répondre à leurs prospects. Il y a comme quelque chose qui cloche, non ?

Autrement dit, toutes vos chances de transformer des clients se jouent dans votre aptitude à être réactif face à un prospect qui se tourne vers vous. S’il n’est pas traité dans l’heure ? Alors c’est la concurrence qu’il ira avoir…

Cette capacité à gérer de manière rapide le traitement des contacts entrants est devenue un enjeu majeur dans la transformation digitale des entreprises. À l’heure où tout est accessible à la seconde (Netflix, Amazon Prime, Google Home…), à portée de main depuis un smartphone et partageable à tout son réseau (LinkedIn, Facebook, Snapchat…), les comportements d’achat B-to-B, eux aussi ont évolué vers ce besoin d’immédiateté.

C’est pour cette raison fondamentale que les techniques de marketing automation deviennent de plus en plus importantes et indispensables dans l’activité commerciale.

Ne pas confondre marketing automation et inbound marketing

Si les notions de marketing automation et d’inbound marketing vont souvent de paire, elles n’ont pas la même signification.

La première notion est finalement le procédé qui consiste à automatiser des actions marketing dans le but d’entretenir et de faire murir la relation avec un prospect. Il peut s’agir par exemple de l’envoi d’un e-mail automatisé à la réception d’un formulaire.

L’inbound le marketing quant à lui va rassembler l’ensemble les tactiques qui vont permettre d’attirer sa cible de prospects sur le dispositif web de l’entreprise, de les convertir en clients, puis de les fidéliser.

C’est donc un périmètre beaucoup plus large, et celui-ci inclut le marketing automation ; qui en est d’ailleurs une brique importante et fondamentale.

Une solution miracle à mon besoin de productivité ?

Les possibilités qu’offrent le marketing automation à l’heure actuelle n’ont jamais été aussi poussée. C’est d’ailleurs ce qui le rend si attractif.

En effet, les technologies permettent aujourd’hui de créer des scénarios extrêmement poussés, et extrêmement personnalisés, de façon à créer une approche sur mesure, centrée sur les besoins de l’utilisateur.

Ce qui est rendu possible, c’est cette possibilité pour n’importe quelle entreprise de décupler ses prises de parole 1-to-1 envers des prospects et des clients sans intervention humaine.

Ce qui est rendu possible – et qui ne l’était pas avant – c’est finalement cette possibilité pour n’importe quelle entreprise de décupler ses prises de parole 1-to-1 envers des prospects et des clients sans intervention humaine.

Ce nouvel atout est à la fois une grande force, mais aussi une potentielle faiblesse.

Car mal configuré, un scénario automatisé peut s’avérer désastreux dans une relation client. Imaginez un instant ce prospect pour qui vous aviez mis tant d’attention, et avec qui vous commenciez tout juste à amorcer une relation de confiance, recevant la mauvaise chaîne d’e-mails automatisés… patatras ! Ce sont les mois d’efforts que vous aviez investi à la sueur de votre front qui sont anéantis.

Comment diable élaborer des scénarios automatisés fiables et performants ?

Pour éviter la situation catastrophe, vous aurez besoin de penser en amont vos scénarios. Une façon simple d’aborder le sujet est de l’illustrer par un scénario de base.

Il y a trois éléments qui constituent un scénario de base :

  • Le déclencheur
  • Le comportement
  • Le contenu

Le déclencheur

Il correspond au point de départ de votre scénario : c’est l’élément déclencheur. Autrement dit quel est l’évènement, l’action ou le critère qui permet de déclencher la séquence automatisée et donc de « faire entrer » le contact dans la boucle.

Le comportement

Il s’agit de l’ensemble des « réactions » de l’internaute. C’est ce qui va permettre de déterminer son intérêt vis-à-vis du contenu proposé.

Par exemple :

  • A-t-il ouvert l’email ?
  • A-t-il cliqué ?
  • S’est-il rendu sur la page A ? ou B ?

Le comportement va donc vous guider sur l’intérêt de votre cible et donc sur les actions à mener par la suite.

Le contenu

C’est pour ainsi dire ce que vous allez proposer à votre contact pour éveiller son intérêt. Il peut très bien s’agir d’un billet de blog, d’une newsletter, d’une vidéo, d’une infographie ou encore d’une invitation à une démo.

automation-scenario-de-base

Dans l’exemple ci-contre de scénario de base, l’élément déclencheur est l’envoi d’un e-mail :

  • Si celui-ci est ouvert, alors :
    • Je déclenche l’envoi d’une invitation à une démo dans le cas où l’email est cliqué,
    • Je déclenche l’envoi d’une newsletter dans le cas où l’email n’est pas cliqué ;
  • Si celui-ci n’est pas ouvert, alors : je déclenche l’envoi d’une relance à J+2

Finalement, le but est de faire interagir la cible de façon à déterminer son niveau d’engagement. Cela permettra d’envoyer un contenu personnalisé qui dépend de l’action réalisée.

C’est en arrivant à maîtriser ces 3 composantes que votre campagne de marketing automation sera couronnée de succès et vous permettra d’améliorer la performance commerciale.

D’une manière générale, vous pouvez étendre ce scénario de base et ainsi construire plus en profondeur une séquence niveau après niveau.

Cela tient principalement à deux aspects :

  • Votre capacité à proposer une approche personnalisée à chaque sous-niveau,
  • Votre capacité à produire du contenu

Conclusion

Qu’on se le dise, envoyer le bon contenu, au bon moment et à la bonne personne est sans doute le meilleur moyen de transformer un client. En cela le marketing automation peut constituer un atout considérable et vous fera gagner en productivité. Toutefois, élaborer des scénarios vous demandera une certaine agilité. Gardez en tête qu’il n’est ni plus ni moins qu’un outil au service d’une stratégie, qui elle, doit être anticipée et fondée sur des bases solides.

Source : Le marketing automation en B2B pour améliorer la performance commerciale

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