{"id":2622,"date":"2016-11-29T10:00:26","date_gmt":"2016-11-29T09:00:26","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=2622"},"modified":"2018-10-31T10:49:43","modified_gmt":"2018-10-31T09:49:43","slug":"prospection-marketing-canal-rentable","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/prospection-marketing-canal-rentable\/","title":{"rendered":"Quel est le canal de prospection marketing le plus rentable ?"},"content":{"rendered":"

Pour trouver de nouveaux leads, le marketing ne cesse de se r\u00e9inventer. Parmi les derni\u00e8res tendances, vous avez d\u00fb entendre parler d\u2019inbound marketing, appel\u00e9 aussi prospection passive, via la production de contenu, ou de growth hacking, l\u2019optimisation pouss\u00e9e \u00e0 l\u2019extr\u00eame de son process d\u2019acquisition et de vente. Pourtant, nous pensons que l\u2019outbound sales peut r\u00e9volutionner la prospection marketing.<\/p>\n

<\/p>\n

Qu\u2019est-ce que la prospection marketing active ?<\/h2>\n

Contrairement \u00e0 l\u2019inbound, o\u00f9 la qualit\u00e9 des leads entrants ne peut pas \u00eatre vraiment ma\u00eetris\u00e9e, l\u2019outbound permet de les choisir, conform\u00e9ment \u00e0 son ICP (Ideal Customer Profil)<\/a>. Il y a d\u2019ailleurs plusieurs techniques possibles pour cr\u00e9er son fichier prospect<\/a>. L\u2019acheter ou le louer, ce que nous ne recommandons pas forc\u00e9ment. Avec un outil comme Datananas, vous pourrez vous constituer votre fichier vous-m\u00eame, en ciblant vos\u00a0leads via les r\u00e9seaux sociaux professionnels.<\/p>\n

 <\/p>\n

\n

Cr\u00e9ez votre Machine de Prospection B2B<\/p>\n

T\u00e9l\u00e9charger l’ebook<\/a><\/p>\n<\/div>\n

Faut-il contacter ces leads directement ?<\/h2>\n

Maintenant que vous savez o\u00f9 trouver vos leads, la deuxi\u00e8me question est de les contacter, de fa\u00e7on intelligente, pour \u00e9viter \u00e0 tout prix les appels \u00e0 froid, inint\u00e9ressants pour vos leads comme pour vos commerciaux. Toute la strat\u00e9gie d\u2019outbound sales se base sur des sc\u00e9narios d\u2019emails automatis\u00e9s mais surtout personnalis\u00e9s. Un des vrais avantages est que l\u2019\u00e9quipe marketing peut r\u00e9diger les mod\u00e8les d\u2019emails, avant de les envoyer via les boites emails des Sales Development Representatives<\/a>.
\nD\u2019ailleurs, un ebook d\u00e9di\u00e9 aux templates d\u2019emails sera tr\u00e8s bient\u00f4t disponible \ud83d\ude42<\/p>\n

Le ROI est-il int\u00e9ressant ?<\/h2>\n

De notre point de vue, c\u2019est le canal le plus rentable et surtout le plus simple \u00e0 appr\u00e9hender lorsqu\u2019il s\u2019agit de calculer le retour sur investissement. Il suffit de comparer le nombre de nouveaux clients provenant de la prospection marketing active par rapport au montant des investissements. Ces derniers se r\u00e9sument bien souvent \u00e0 un outil pour cr\u00e9er son fichier de prospect, un outil d\u2019envoi d\u2019emails et du temps pass\u00e9 par l\u2019\u00e9quipe commerciale. Il faut aussi pr\u00e9voir le temps pass\u00e9 par l\u2019\u00e9quipe marketing pour r\u00e9diger, am\u00e9liorer les mod\u00e8les et analyser les statistiques des emails<\/a>.<\/p>\n

Faut-il continuer l\u2019inbound ?<\/h2>\n

Bien s\u00fbr, les deux strat\u00e9gies sont compl\u00e9mentaires<\/a>. D\u2019une part l\u2019inbound marketing permet de construire son image de marque en s\u2019imposant en\u00a0expert dans son domaine. D\u2019autre part c\u2019est un canal d\u2019acquisition tr\u00e8s performant, m\u00eame si l\u2019objectif se mesure \u00e0 plus long terme. L\u2019outbound sales permet de prendre le contr\u00f4le de sa prospection et du volume de leads atteint en temps r\u00e9el. De plus, en variant les emails de relance et les emails proposant des contenus qualitatifs, vos prospects seront incit\u00e9s \u00e0 interagir, en r\u00e9pondant ou en consultant ces contenus. Soit autant de marqueurs de scoring pertinents.<\/p>\n

 <\/p>\n

\n

Cr\u00e9ez votre Machine de Prospection B2B<\/p>\n

T\u00e9l\u00e9charger l’ebook<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Pour trouver de nouveaux leads, le marketing ne cesse de se r\u00e9inventer. Parmi les derni\u00e8res tendances, vous avez d\u00fb entendre parler d\u2019inbound marketing, appel\u00e9 aussi prospection passive, via la production de contenu, ou de growth hacking, l\u2019optimisation pouss\u00e9e \u00e0 l\u2019extr\u00eame de son process d\u2019acquisition et de vente. Pourtant, nous pensons que l\u2019outbound sales peut r\u00e9volutionner […]<\/p>\n","protected":false},"author":1,"featured_media":2635,"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":[23,167,166,51,112,12],"yoast_head":"\nQuel est le canal de prospection marketing le plus rentable ?<\/title>\n<meta name=\"description\" content=\"Pour trouver des nouveaux leads, il faut sans cesse se r\u00e9inventer. 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