{"id":2142,"date":"2016-08-25T10:10:43","date_gmt":"2016-08-25T08:10:43","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=2142"},"modified":"2019-10-01T13:51:34","modified_gmt":"2019-10-01T11:51:34","slug":"account-based-marketing-et-account-based-sales-development","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/account-based-marketing-et-account-based-sales-development\/","title":{"rendered":"Account Based Marketing et Account Based Sales Development: la diff\u00e9rence"},"content":{"rendered":"<p>L&rsquo;Account Based Marketing et l&rsquo;Account Based Sales Development remettent au centre du process commercial la notion de compte, plut\u00f4t qu&rsquo;une gestion individuelle des leads. Ces deux concepts\u00a0proposent toutefois une approche diff\u00e9rente, l&rsquo;une plus \u00ab\u00a0passive\u00a0\u00bb orient\u00e9e sur le marketing, et l&rsquo;autre plus \u00ab\u00a0aggressive\u00a0\u00bb qui repose sur des campagnes d&rsquo;Outbound Sales.<br \/>\n<!--more--><\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Vous souhaitez organiser vos \u00e9quipes marketing et commerciales ?<\/div>\r\n<div class=\"cta-subtitle\">Acc\u00e9dez en libre consultation \u00e0 +10h de formation gratuite<\/div>\r\n<a id=\"cta-academy-organiser-equipe-commerciale\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"http:\/\/academy.datananas.com\/o\/organiser-son-equipe-commerciale\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-organiser-equipe-commerciale');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-organiser-equipe-commerciale', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<h2>Account Based Marketing<\/h2>\n<p>L&rsquo;Account Based Marketing permet de redonner de l&rsquo;importance aux entreprises prospects plut\u00f4t qu&rsquo;une simple consid\u00e9ration des contacts.<\/p>\n<p>G\u00e9n\u00e9ralement, les diff\u00e9rents logiciels proposent un suivi des comptes visiteurs sur le site de votre soci\u00e9t\u00e9, avec une vue sur ceux qui sont les plus int\u00e9ressants en fonction de la soci\u00e9t\u00e9 elle-m\u00eame (chiffre d&rsquo;affaires, employ\u00e9s, etc&#8230;) mais \u00e9galement de l&rsquo;int\u00e9r\u00eat ressenti (nombre de visites, contacts diff\u00e9rents qui visitent le site, pages visit\u00e9es etc.), permettant ainsi d&rsquo;avoir un panorama complet des prospects les plus int\u00e9ressants.<\/p>\n<p>En fonction de cette pond\u00e9ration de soci\u00e9t\u00e9s prospects, certains logiciels d&rsquo;Account Based Marketing vous fournissent la liste des entreprises qui visitent votre site avec parfois les coordonn\u00e9es de certains contacts dans la soci\u00e9t\u00e9 : \u00e0 vous de vous d\u00e9brouiller ensuite. D&rsquo;autres logiciels permettent de faire des campagnes de retargeting publicitaires afin de r\u00e9engager les prospects avec du contenu et de les nurturer jusqu&rsquo;au remplissage d&rsquo;un formulaire.<\/p>\n<p>Il existe plusieurs freins \u00e0 cette approche, le premier \u00e9tant un frein technologique puisque l&rsquo;identification des soci\u00e9t\u00e9s \u00e0 partir d&rsquo;une adresse IP ne fonctionne g\u00e9n\u00e9ralement que pour les moyennes et grandes entreprises dont les plages d&rsquo;IP sont publiques.<\/p>\n<p>La seconde difficult\u00e9 est\u00a0d&rsquo;identifier le bon contact, puisque savoir qu&rsquo;IBM a visit\u00e9 le site de sa soci\u00e9t\u00e9 n&rsquo;a pas vraiment d&rsquo;int\u00e9r\u00eat sans savoir quelle personne chez IBM est \u00e0 l&rsquo;origine de cette visite. Ce frein est contourn\u00e9 par les logiciels d&rsquo;Account Based Marketing qui proposent du retargeting et peuvent adresser tous les interlocuteurs de la soci\u00e9t\u00e9&#8230;<\/p>\n<p>Par ailleurs, si adresser des visiteurs qui ont d\u00e9j\u00e0 visit\u00e9 le site de votre soci\u00e9t\u00e9 vous assure d&rsquo;avoir des leads int\u00e9ressants, ce n&rsquo;est pas une v\u00e9ritablement une source de nouveaux prospects.<\/p>\n<p>L&rsquo;Account Based Marketing est donc une approche intelligente car elle permet d&rsquo;adresser des prospects qui ont d\u00e9j\u00e0 un int\u00e9r\u00eat, mais relativement passive contrairement \u00e0 l&rsquo;Account Based Sales Development.<\/p>\n<h2>Account Based Sales Development<\/h2>\n<p>L&rsquo;<a href=\"https:\/\/blog.datananas.com\/fr\/account-based-sales-development\/\" target=\"_blank\" rel=\"noopener noreferrer\">Account Based Sales Development<\/a>, tout comme l&rsquo;Account Based Marketing, permet de recentrer la strat\u00e9gie d&rsquo;Outbound Sales sur les entreprises prospects, plus que sur les contacts eux-m\u00eame. Cette approche consiste \u00e0 cr\u00e9er des campagnes d&rsquo;Outbound Sales cibl\u00e9es sur des comptes, et g\u00e9r\u00e9es par vos Sales Developement Representatives.<\/p>\n<p>Gr\u00e2ce \u00e0 cette m\u00e9thodologie commerciale, vous allez pouvoir cr\u00e9er une v\u00e9ritable machine de prospection B2B avec tous les avantages inh\u00e9rents \u00e0 ce type de process : gain de temps, possibilit\u00e9 de sp\u00e9cialiser votre \u00e9quipe commerciale etc.<\/p>\n<p>Gr\u00e2ce \u00e0 l&rsquo;Account Based Sales Development (ABSD), l&#8217;emailing redevient l&rsquo;arme des commerciaux l\u00e0 o\u00f9 il \u00e9tait g\u00e9n\u00e9ralement\u00a0l&rsquo;arme du Marketing. Les SDRs peuvent g\u00e9rer eux-m\u00eames la prise de contact et utiliser des approches ultra-personnalis\u00e9es qui g\u00e9n\u00e9reront un bien meilleur taux de r\u00e9ponse.<\/p>\n<p>Les mises en relation sont \u00e9galement une excellente source de leads, mais elles requi\u00e8rent beaucoup plus de personnalisation dans l&rsquo;approche et sont donc souvent ignor\u00e9es par les commerciaux. Gr\u00e2ce \u00e0 l&rsquo;ABSD, celles-ci peuvent d\u00e9sormais \u00eatre prises en compte sans ajouter de complexit\u00e9 dans le process commercial.<br \/>\nAvez-vous mis en place l&rsquo;une de ces deux m\u00e9thodologies ? Quel r\u00e9sultat avez-vous obtenu ?<\/p>\n<div class=\"push-cta\">\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Vous souhaitez organiser vos \u00e9quipes marketing et commerciales ?<\/div>\r\n<div class=\"cta-subtitle\">Acc\u00e9dez en libre consultation \u00e0 +10h de formation gratuite<\/div>\r\n<a id=\"cta-academy-organiser-equipe-commerciale\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"http:\/\/academy.datananas.com\/o\/organiser-son-equipe-commerciale\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-organiser-equipe-commerciale');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-organiser-equipe-commerciale', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;Account Based Marketing et l&rsquo;Account Based Sales Development remettent au centre du process commercial la notion de compte, plut\u00f4t qu&rsquo;une gestion individuelle des leads. Ces deux concepts\u00a0proposent toutefois une approche diff\u00e9rente, l&rsquo;une plus \u00ab\u00a0passive\u00a0\u00bb orient\u00e9e sur le marketing, et l&rsquo;autre plus \u00ab\u00a0aggressive\u00a0\u00bb qui repose sur des campagnes d&rsquo;Outbound Sales.<\/p>\n","protected":false},"author":1,"featured_media":2198,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"Other"},"categories":[220,60],"tags":[268,175,267,176],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Account Based Marketing et Account Based Sales Development: la diff\u00e9rence<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez toutes les diff\u00e9rences et subtilit\u00e9s entre account based marketing et account based sales development dans votre strat\u00e9gie 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