{"id":3560,"date":"2017-03-23T10:10:23","date_gmt":"2017-03-23T09:10:23","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=3560"},"modified":"2018-11-09T09:52:27","modified_gmt":"2018-11-09T08:52:27","slug":"transformer-un-lead-en-ambassadeur-de-marque","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/transformer-un-lead-en-ambassadeur-de-marque\/","title":{"rendered":"Transformer un lead en ambassadeur de marque : comment proc\u00e9der ?"},"content":{"rendered":"

Transformer un lead en ambassadeur de marque est un levier consid\u00e9rable qui se caract\u00e9rise par bien des actions. En effet, les ambassadeurs de marques peuvent promouvoir efficacement une entreprise aupr\u00e8s de leurs r\u00e9seaux et am\u00e9liorer sa r\u00e9putation. Une chance de multiplier les opportunit\u00e9s business.<\/p>\n

<\/p>\n

Adopter une strat\u00e9gie de Lead Relationship Management (LRM) pour cibler efficacement<\/h2>\n

Une strat\u00e9gie LRM<\/a> regroupe l\u2019ensemble des actions marketing et commerciales dont le but est d\u2019\u00e9tablir un contact avec un lead qualifi\u00e9. Cette strat\u00e9gie regroupe diff\u00e9rentes th\u00e9matiques depuis la g\u00e9n\u00e9ration, la qualification, la prise en charge jusqu\u2019au closing de deals.<\/p>\n

En amont de toute activit\u00e9 de prospection, il est donc important de d\u00e9finir l\u2019Ideal Customer Profile<\/a> (ICP<\/strong>), ce potentiel client d\u00e9fini comme en phase avec les produit\/service et qui sera donc naturellement plus \u00e0 m\u00eame d\u2019y adh\u00e9rer et de les recommander \u00e0 son r\u00e9seau.<\/p>\n

 <\/p>\n

Inbound Marketing et de l\u2019Outbound Sales : attirer l\u2019attention<\/h2>\n

L\u2019Inbound Marketing<\/a> (ou prospection passive<\/strong>) a pour but de se positionner en influenceur et en expert de son secteur d\u2019activit\u00e9 via la production de contenus. Cela consiste \u00e0 attirer des leads<\/a> vers son site en utilisant tous les canaux \u00e0 sa disposition avant de capturer leurs informations de contact.<\/p>\n

Parall\u00e8lement, les \u00e9quipes commerciales 2.0<\/a> prospectent via l\u2019e-mailing relationnel automatis\u00e9. Dans le cadre d\u2019une strat\u00e9gie d\u2019Outbound Sales<\/a> (ou prospection active<\/strong>), la cl\u00e9 du succ\u00e8s est la personnalisation et l\u2019automatisation des relances (jusqu\u2019\u00e0 cinq relances<\/strong> peuvent \u00eatre n\u00e9cessaires avant d\u2019obtenir une r\u00e9ponse).<\/p>\n

 <\/p>\n

D\u00e9finir la structure de votre pipeline de prospection pour transformer un lead en ambassadeur de marque<\/h2>\n

Si le r\u00e9sultat de la premi\u00e8re qualification t\u00e9l\u00e9phonique par le Sales Development Representative<\/a>\u00a0est concluant, alors un Account Executive<\/strong> (AE) poursuit la conversation avec le prospect et peut lui proposer une d\u00e9monstration, avant de rentrer en phase de n\u00e9gociation.<\/p>\n

En revanche, une \u00e9tape de Lead Nurturing<\/a> (ou maturation<\/strong>) peut \u00eatre n\u00e9cessaire, concr\u00e9tis\u00e9e par un nouveau sc\u00e9nario d\u2019emails automatis\u00e9s et personnalis\u00e9s, lui partageant r\u00e9guli\u00e8rement des contenus \u00e0 forte valeur ajout\u00e9e, afin de maintenir son int\u00e9r\u00eat (Marketing automation<\/strong>).<\/p>\n

 <\/p>\n

Fid\u00e9liser ses clients<\/h2>\n

La fid\u00e9lisation passe avant tout par la satisfaction client. Les Customer Success<\/a> accompagnent et conseillent leurs clients attitr\u00e9s afin de garantir une\u00a0satisfaction continue.<\/p>\n

La distribution de contenu \u00e0 haute valeur ajout\u00e9e via le Marketing Automation<\/strong>, le blog ou les r\u00e9seaux sociaux ainsi que les op\u00e9rations offline participent \u00e9galement au processus de fid\u00e9lisation.
\nVous d\u00e9sirez en apprendre davantage sur la construction d\u2019une prospection commerciale efficace, consultez l’ebook que nous avons r\u00e9dig\u00e9 \u00e0 ce sujet !<\/p>\n

\n

D\u00e9couvrez comment industrialiser votre prospection commerciale !<\/p>\n

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

Transformer un lead en ambassadeur de marque est un levier consid\u00e9rable qui se caract\u00e9rise par bien des actions. En effet, les ambassadeurs de marques peuvent promouvoir efficacement une entreprise aupr\u00e8s de leurs r\u00e9seaux et am\u00e9liorer sa r\u00e9putation. Une chance de multiplier les opportunit\u00e9s business.<\/p>\n","protected":false},"author":16,"featured_media":3580,"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":[34,220],"tags":[105,166,112],"yoast_head":"\nTransformer un lead en ambassadeur de marque : comment proc\u00e9der ?<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez nos conseils pour transformer un lead en ambassadeur de marque et promouvoir efficacement votre entreprise en am\u00e9liorant votre r\u00e9putation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.datananas.com\/fr\/transformer-un-lead-en-ambassadeur-de-marque\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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