{"id":3923,"date":"2017-04-27T10:00:19","date_gmt":"2017-04-27T08:00:19","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=3923"},"modified":"2019-10-01T12:43:49","modified_gmt":"2019-10-01T10:43:49","slug":"content-marketing-btob-inbound-marketing-outbound-sales","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/content-marketing-btob-inbound-marketing-outbound-sales\/","title":{"rendered":"Content marketing BtoB : l&rsquo;Inbound marketing en soutien de l&rsquo;Outbound Sales"},"content":{"rendered":"<p>Le content marketing btob (ou marketing de contenu) est un pilier incontournable de la prospection commerciale. L\u2019Inbound marketing permet de produire du contenu en phase avec les besoins de ses cibles tout en optimisant sa visibilit\u00e9 sur les moteurs de recherche et sa pr\u00e9sence sur les r\u00e9seaux sociaux. D\u00e9sormais, le content marketing s\u2019int\u00e8gre au c\u0153ur des strat\u00e9gies d\u2019Outbound Sales, il permet de proposer des contenus adapt\u00e9s \u00e0 votre interlocuteur en fonction de son niveau de maturit\u00e9 et de la valeur ajout\u00e9e de votre offre.<\/p>\n<p>Pour vous aider \u00e0 d\u00e9velopper une strat\u00e9gie de prospection optimale, voici plusieurs bonnes pratiques \u00e0 adopter pour int\u00e9grer intelligemment le content marketing BtoB \u00e0 vos strat\u00e9gies de prospection.<\/p>\n<p><!--more--><\/p>\n<h2>Le content marketing BtoB au service de la g\u00e9n\u00e9ration de leads<\/h2>\n<p>G\u00e9n\u00e9ralement, avant de devenir client, un prospect traversera diff\u00e9rentes \u00e9tapes commerciales structur\u00e9es dont certaines sont d\u00e9finies par le terme de <a href=\"\/\/blog.datananas.com\/fr\/devenir-un-expert-de-la-prospection-commerciale\/\">buyer&rsquo;s journey<\/a>. Tr\u00e8s simplement, on identifie le niveau d\u2019int\u00e9r\u00eat du lecteur selon trois cat\u00e9gories :<\/p>\n<blockquote>\n<ul>\n<li><strong>Awareness<\/strong> : Prise de conscience d\u2019un \u00e9ventuel probl\u00e8me<\/li>\n<li><strong>Consideration<\/strong> : Analyse des solutions disponibles<\/li>\n<li><strong>Decision<\/strong> : Action de prise de contact<\/li>\n<\/ul>\n<\/blockquote>\n<p>Nous vous conseillons donc d\u2019\u00e9tablir le portrait-robot de votre client parfait (<a href=\"\/\/blog.datananas.com\/fr\/ideal-customer-profile\/\">ICP<\/a>) duquel vont d\u00e9couler vos <strong>buyer\u2019s personae<\/strong>. De cette mani\u00e8re, vous serez en mesure de produire du contenu qualitatif en s&rsquo;alignant sur chaque \u00e9tape de votre buyer\u2019s journey.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Quelles diff\u00e9rences entre Marketing Automation et Sales Automation ?<\/div>\r\n<div class=\"cta-subtitle\">Acc\u00e9dez en libre consultation \u00e0 ce cours dans notre academy en ligne<\/div>\r\n<a id=\"cta-academy-inbound-vs-outbound\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"http:\/\/academy.datananas.com\/o\/inbound-vs-outbound\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-inbound-vs-outbound');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-inbound-vs-outbound', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<p>&nbsp;<\/p>\n<h2>Utiliser le content marketing pour varier ses emails de prospection, de relance et de nurturing<\/h2>\n<p>Si le content marketing s\u2019impose de plus en plus comme une technique de g\u00e9n\u00e9ration de leads, il s\u2019int\u00e8gre d\u00e9sormais aux strat\u00e9gies d\u2019<a href=\"\/\/blog.datananas.com\/fr\/inbound-marketing-vs-outbound-sales\/\">Outbound Sales<\/a>. Gr\u00e2ce aux contenus cr\u00e9\u00e9s par les \u00e9quipes marketing (ebooks, vid\u00e9os, pr\u00e9sentations etc.), vos \u00e9quipes commerciales peuvent d\u00e9sormais enrichir leurs emails de prospection et de relance avec un lien vers un article de blog et\/ou une vid\u00e9o etc. Cela aura pour r\u00e9sultat d\u2019engager d\u2019avantages vos prospects et d\u2019augmenter votre taux de r\u00e9ponse. Notez que le contenu marketing que vous utiliserez dans vos emails n\u2019a pas vocation \u00e0 vendre votre produit\/service (pr\u00e9f\u00e9rez donc les articles en Awareness ou consideration de votre buyer\u2019s journey).<\/p>\n<p>&nbsp;<\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Appr\u00e9hendez les grandes r\u00e8gles de la r\u00e9daction d'emails de prospection !<\/div>\r\n<div class=\"cta-subtitle\">D\u00e9couvrez nos meilleurs contenus dans notre academy en ligne<\/div>\r\n<a id=\"cta-academy-regles-redaction-emails\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"http:\/\/academy.datananas.com\/o\/grandes-regles-de-la-redaction-d-e-mails\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-regles-redaction-emails');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-regles-redaction-emails', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<p>&nbsp;<\/p>\n<p>Chez Datananas, nous utilisons quotidiennement le content marketing BtoB pour contacter ou relancer efficacement nos prospects. Voici l\u2019exemple d\u2019un email de relance d\u2019une de nos campagnes :<\/p>\n<p><em>Bonjour #contact prospect*<\/em><\/p>\n<p><em>J\u2019ai essay\u00e9 de vous joindre concernant #probl\u00e8me prospect. Il semblerait que nous ayons tous les deux un emploi du temps tr\u00e8s charg\u00e9.<\/em><\/p>\n<p><em>Si besoin, voici une ressource qui pourrait vous aider : #lien contenu<\/em><\/p>\n<p><em>Souhaitez-vous que nous prenions 10 minutes pour en discuter ?<\/em><\/p>\n<p><em>Bonne journ\u00e9e.<\/em><\/p>\n<p><em>*variables d\u00e9finies automatiquement par Datananas Outbound<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Les strat\u00e9gies de nurturing se basent \u00e9galement sur le content marketing. Il permet notamment de maintenir l\u2019int\u00e9r\u00eat des prospects \u00e0 court ou long terme, favorisant ainsi l\u2019augmentation du taux de conversion de Lead \u00e0 <a href=\"\/\/blog.datananas.com\/fr\/differences-mql-sql\/\">MQL<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p>Voici un template d\u2019emails qui a fonctionn\u00e9 lors de notre derni\u00e8re campagne :<\/p>\n<p><em>Bonjour #contact prospect,<\/em><\/p>\n<p><em>Nous venons de r\u00e9aliser une infographie \u00e0 propos de #sujet infographie. J\u2019ai pens\u00e9 que cela pourrait vous int\u00e9resser : lien infographie.<\/em><\/p>\n<p><em>Dans la m\u00eame th\u00e9matique, voici d\u2019autres ressources qui pourraient vous int\u00e9resser :<\/em><br \/>\n<em> &#8211; #lien article blog 1<\/em><br \/>\n<em> &#8211; #lien article blog 2<\/em><\/p>\n<p><em>De votre c\u00f4t\u00e9, o\u00f9 en \u00eates-vous concernant #probl\u00e8me que r\u00e9sout votre produit chez #entreprise prospect ?<\/em><\/p>\n<p><em>Bonne journ\u00e9e.<\/em><\/p>\n<p><strong>NB<\/strong> : il est d\u00e9sormais possible de <a href=\"\/\/blog.datananas.com\/fr\/solutions-robustes-de-tracking-de-leads\/\">suivre les interactions<\/a> de vos prospects vis-\u00e0-vis du contenu pr\u00e9sent sur votre site, votre blog ou dans vos emails de prospection. Cela vous permettra notamment de <a href=\"\/\/blog.datananas.com\/fr\/scoring-commercial\/\">scorer<\/a> vos prospects, facilitant le travail de vos commerciaux.<\/p>\n<h2>Le content marketing pour appuyer la fid\u00e9lisation client<\/h2>\n<p>En envoyant du contenu marketing via des outils de <strong>marketing automation<\/strong>, vous participerez non seulement au processus de fid\u00e9lisation et vous approfondirez \u00e9galement votre relation avec vos clients. Voici une excellente mani\u00e8re de transformer un nouveau client en ambassadeur et\/ou de lui proposer un \u00e9ventuel <a href=\"\/\/blog.datananas.com\/fr\/lead-relationship-management-customer-relationship-management\/\">upsell<\/a> \u00e0 horizon moyen\/long terme.<\/p>\n<p>Ce sujet vous int\u00e9resse et vous souhaitez approfondir vos connaissances sur l\u2019Outbound Sales ?<\/p>\n<div class=\"push-cta\">\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Retrouvez nos meilleurs mod\u00e8les d'emails de prospection !<\/div>\r\n<div class=\"cta-subtitle\">Progressez \u00e0 votre rythme et acc\u00e9dez \u00e0 +10h de formation gratuitement<\/div>\r\n<a id=\"cta-academy-modeles-emails\" class=\"cta-button\" title=\"D\u00e9couvrir l'academy\" href=\"http:\/\/academy.datananas.com\/o\/modeles-d-emails-de-prospection\">D\u00e9couvrir l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-modeles-emails');\r\n  analytics.trackLink(link, 'blog-fr-content-cta-academy-modeles-emails', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le content marketing btob (ou marketing de contenu) est un pilier incontournable de la prospection commerciale. L\u2019Inbound marketing permet de produire du contenu en phase avec les besoins de ses cibles tout en optimisant sa visibilit\u00e9 sur les moteurs de recherche et sa pr\u00e9sence sur les r\u00e9seaux sociaux. D\u00e9sormais, le content marketing s\u2019int\u00e8gre au c\u0153ur [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":3938,"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":[167,166,112,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content marketing BtoB : l&#039;Inbound marketing en soutien de l&#039;Outbound Sales | Datananas<\/title>\n<meta name=\"description\" content=\"Le content marketing BtoB r\u00e9volutionne la prospection commerciale classique. 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