{"id":2478,"date":"2016-11-22T10:00:01","date_gmt":"2016-11-22T09:00:01","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=2478"},"modified":"2018-10-31T10:46:22","modified_gmt":"2018-10-31T09:46:22","slug":"marketing-qualified-lead-sales-qualified-lead-differences","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/marketing-qualified-lead-sales-qualified-lead-differences\/","title":{"rendered":"Marketing qualified lead et Sales qualified lead : les diff\u00e9rences"},"content":{"rendered":"

Dans le cycle de vente id\u00e9al, avant de devenir client, votre prospect va passer \u00e0 travers plusieurs \u00e9tapes de qualification. Votre prospect va \u00e9voluer en Lead, puis en MQL, Marketing Qualified Lead, puis en SQL, Sales Qualified Lead, et enfin en client. Quelles sont vraiment les diff\u00e9rences entre ces niveaux de qualification ?<\/p>\n

<\/p>\n

Niveau 0 \u00e0 1 : de prospect \u00e0 Lead<\/h2>\n

Les contours entre le terme de prospect et de lead sont g\u00e9n\u00e9ralement tr\u00e8s flous. Certains consid\u00e8rent m\u00eame qu\u2019il s\u2019agit simplement de termes synonymes. Chez Datananas, nous avons pris le parti de la diff\u00e9renciation. Pour nous, un prospect correspond \u00e0 notre ICP, Ideal Customer Profile<\/a>. C\u2019est le niveau z\u00e9ro de la qualification.
\nUn Lead, quant \u00e0 lui, est un prospect dont l\u2019int\u00e9r\u00eat, m\u00eame minime, est identifi\u00e9. C\u2019est par exemple un prospect qui a re\u00e7u une campagne d\u2019Outbound Sales<\/a> et qui a ouvert ou cliqu\u00e9 sur le lien d\u2019un email. Ou un prospect qui a laiss\u00e9 des coordonn\u00e9es, comme son adresse email, pour t\u00e9l\u00e9charger un ebook.<\/p>\n

Niveau 1 \u00e0 2 : de Lead \u00e0 Marketing Qualified Lead<\/h2>\n

Maintenant que votre prospect a montr\u00e9 un int\u00e9r\u00eat, il faut savoir si cet int\u00e9r\u00eat peut se concr\u00e9tiser, ou s\u2019il s\u2019agissait simplement d\u2019un curieux, qui ne rentre pas dans votre ICP. Pour cela, gr\u00e2ce au marketing automation et au scoring, votre Lead va accumuler des bons points et des mauvais points, selon chacune de ses actions et interactions avec votre site web et vos actions marketing. Par exemple lors d\u2019une demande d\u2019essai \u00e0 votre service, certaines questions, comme sa fonction, la taille de son \u00e9quipe ou son secteur d\u2019activit\u00e9, peuvent augmenter ou diminuer son score. A-t-il consult\u00e9 plusieurs articles de votre blog ? A-t-il visit\u00e9 la page des tarifs de votre site ? A-t-il r\u00e9pondu positivement \u00e0 une sollicitation de prospection Outbound ?
\nLorsque, selon vos propres crit\u00e8res pr\u00e9d\u00e9finis<\/a>, il atteint un certain score, il passe alors au statut de Marketing Qualified Lead.<\/p>\n

Niveau 2 \u00e0 3 : de Marketing Qualified Lead \u00e0 Sales Qualified Lead<\/h2>\n

Quand un prospect devient un MQL, un commercial d\u00e9di\u00e9 de votre \u00e9quipe, le Sales Development Representative<\/a>, va pouvoir le contacter. Durant ce rapide \u00e9change, le SDR\u00a0va orienter la conversation<\/a>, afin de savoir si, en plus d\u2019\u00eatre qualifi\u00e9 d\u2019un point de vue marketing, votre MQL r\u00e9pond aux crit\u00e8res BANT<\/a> (Budget, Authority, Timeline, Need). Si la conclusion de cet \u00e9change est positif, seulement \u00e0 ce moment l\u00e0, un autre commercial d\u00e9di\u00e9, l\u2019Account Executive, va \u00e9changer avec votre prospect. Si le MQL n\u2019est pas encore assez mature, par exemple si un ou plusieurs crit\u00e8res BANT ne sont pas remplis, le Lead Nurturing<\/a> va prendre le relai, pour continuer la relation et s\u2019assurer que le moment venu, il s\u2019engage avec vous plut\u00f4t qu\u2019avec un concurrent.<\/p>\n

 <\/p>\n

Niveau 3 \u00e0 4 : du Sales Qualified Lead \u00e0 Client<\/h2>\n

Lorsqu\u2019un prospect devient un SQL, cela signifie que tous les indicateurs sont au vert pour envisager une vente. Il ne sert \u00e0 rien de mobiliser vos Account Executive<\/a> sur des prospects pas, ou peu, qualifi\u00e9s, voir froids.
\nA ce stade, une d\u00e9monstration produit<\/a>\u00a0est le meilleur\u00a0moyen de valider les attentes de votre prospect avec votre solution. A l\u2019issue de cet \u00e9change, un budget est clairement d\u00e9fini et votre SQL va s\u2019engager et devenir client. Encore une fois, si vous ne finalisez pas la vente, le Lead Nurturing est un alli\u00e9 pr\u00e9cieux pour d\u00e9clencher une nouvelle conversation le moment venu.<\/p>\n

Vous l’aurez compris, outre ces crit\u00e8res de qualification \u00e0 plusieurs niveaux, il est\u00a0essentiel de sp\u00e9cialiser votre \u00e9quipe commerciale<\/a> !<\/p>\n

 <\/p>\n

\n

Ebook – Mettre en place votre machine de prospection B2B<\/p>\n

T\u00e9l\u00e9charger<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Dans le cycle de vente id\u00e9al, avant de devenir client, votre prospect va passer \u00e0 travers plusieurs \u00e9tapes de qualification. Votre prospect va \u00e9voluer en Lead, puis en MQL, Marketing Qualified Lead, puis en SQL, Sales Qualified Lead, et enfin en client. Quelles sont vraiment les diff\u00e9rences entre ces niveaux de qualification ?<\/p>\n","protected":false},"author":1,"featured_media":2609,"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":""},"categories":[220,60],"tags":[79,105,169,28,110],"yoast_head":"\nMarketing qualified lead et Sales qualified lead : les diff\u00e9rences<\/title>\n<meta name=\"description\" content=\"Votre prospect va \u00e9voluer en Lead, puis en Marketing Qualified Lead, en Sales Qualified Lead, et enfin en client. 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