{"id":4074,"date":"2017-05-04T10:00:08","date_gmt":"2017-05-04T08:00:08","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=4074"},"modified":"2019-10-01T14:37:15","modified_gmt":"2019-10-01T12:37:15","slug":"prospection-btob-organisation","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/prospection-btob-organisation\/","title":{"rendered":"Prospection BtoB par emails : comment vous organiser ?"},"content":{"rendered":"<p>La prospection BtoB par emails a transform\u00e9 la prospection historique par t\u00e9l\u00e9phone. D\u00e9sormais, les \u00e9quipes commerciales peuvent couvrir de vastes march\u00e9s hyper-cibl\u00e9s en un temps tr\u00e8s court. Tout le challenge des \u00e9quipes commerciales est dor\u00e9navant de prospecter efficacement sans pour autant para\u00eetre trop intrusif.<\/p>\n<p>Comment trouver cet \u00e9quilibre ? Voici un tour d\u2019horizon des principaux points \u00e0 garder en t\u00eate pour organiser avec efficacit\u00e9 votre prospection BtoB dans le cadre du Lead Relationship Management.<\/p>\n<p><!--more--><\/p>\n<h2>Soyez strat\u00e9gique dans la mise en place de votre campagne de prospection BtoB par emails<\/h2>\n<p>La mise en place r\u00e9guli\u00e8re de campagnes de prospection BtoB par emails n\u00e9cessite une pr\u00e9paration m\u00e9ticuleuse et une strat\u00e9gie bien huil\u00e9e. La d\u00e9finition du profil de votre client id\u00e9al (<a href=\"\/\/blog.datananas.com\/fr\/ideal-customer-profile\/\">ICP<\/a>) d\u2019o\u00f9 d\u00e9couleront vos<a href=\"\/\/blog.datananas.com\/fr\/content-marketing-btob-inbound-marketing-outbound-sales\/\"> buyer\u2019s personae<\/a> et les valeurs ajout\u00e9es de votre offre que vous int\u00e9grerez dans le corps de vos emails de prospection sont ainsi des \u00e9l\u00e9ments vitaux \u00e0 la r\u00e9ussite de votre campagne.<\/p>\n<p>La pr\u00e9paration de la liste des prospects est \u00e9galement une \u00e9tape incontournable de toute campagne de prospection BtoB par emails. La cr\u00e9ation et la mise \u00e0 jour r\u00e9guli\u00e8re des <a href=\"\/\/blog.datananas.com\/fr\/comment-le-big-data-revolutionne-la-prospection-commerciale\/\">bases de donn\u00e9es prospects<\/a> sont des t\u00e2ches fastidieuses mais n\u00e9cessaires. Pour vous aider dans votre travail, n\u2019h\u00e9sitez pas \u00e0 vous appuyer sur les <a href=\"\/\/blog.datananas.com\/fr\/quest-ce-que-le-social-selling\/\">r\u00e9seaux sociaux professionnels<\/a>, souvent plus \u00e0 jour que les bases accessibles sur le march\u00e9.<\/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<h2>Soignez m\u00e9ticuleusement vos emails de prospection, de relances et de nurturing<\/h2>\n<p>L\u2019\u00e9laboration des emails de prospection, de relance et de nurturing est \u00e9galement une \u00e9tape importante de votre campagne de prospection BtoB par emails. N\u2019h\u00e9sitez pas \u00e0 brainstormer avec vos \u00e9quipes quant \u00e0 la r\u00e9daction des sujets et corps de vos emails de prospection et de relance. N\u2019oubliez pas qu\u2019un email de prospection bien r\u00e9dig\u00e9 peut faire sensiblement augmenter vos <a href=\"\/\/blog.datananas.com\/fr\/mesurer-la-performance-des-emails-de-prospection\/\">taux de r\u00e9ponse et de d\u00e9livrabilit\u00e9<\/a>.<\/p>\n<p>De plus, plus l\u2019objet et le contenu de vos emails seront personnalis\u00e9s, plus votre <a href=\"\/\/blog.datananas.com\/fr\/5-conseils-pour-reussir-sa-prospection-commerciale-par-email\/\">campagne de prospection<\/a> BtoB sera performante. Des outils de Lead Relationship Management automatis\u00e9s et intelligents tels que <a href=\"https:\/\/chappie.datananas.com\/register\">Datananas Outbound<\/a> int\u00e8grent d\u00e9sormais de nombreuses variables de personnalisation pour vous \u00e9pauler dans l\u2019\u00e9laboration de vos emails de prospection.<\/p>\n<p>Pour illustrer l\u2019ensemble des points pr\u00e9c\u00e9dents, voici un exemple d\u2019emails de prospection que nous utilisons au quotidien :<\/p>\n<blockquote><p><em>Bonjour #Pr\u00e9nom prospect,<\/em><\/p>\n<p><em>J\u2019ai vu sur Linkedin que vous \u00e9tiez #Poste chez #Soci\u00e9t\u00e9 et je me demandais quels leviers vous utilisez pour g\u00e9n\u00e9rer des leads pour vos commerciaux.<\/em><\/p>\n<p><em>Utilisez-vous des techniques d\u2019Outbound Sales ou d\u2019Inbound Marketing ?<\/em><\/p>\n<p><em>Bonne journ\u00e9e.<\/em><\/p>\n<p><em>#signature<\/em><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2>Prospectez r\u00e9guli\u00e8rement mais raisonnablement gr\u00e2ce un outil LRM intelligent<\/h2>\n<p>Nous conseillons \u00e0 nos clients de r\u00e9aliser des campagnes r\u00e9guli\u00e8res. Ils sont alors capables d\u2019alimenter leur base de donn\u00e9es de mani\u00e8re continue. L\u2019objectif principal demeure n\u00e9anmoins de programmer des campagnes de prospection BtoB par emails que vous serez en mesure de traiter. Un outil <a href=\"\/\/blog.datananas.com\/fr\/lead-relationship-management-customer-relationship-management\/\">LRM<\/a> automatis\u00e9 peut vous \u00e9pauler dans cette d\u00e9marche. Cependant, si vous vous fixez comme objectif d\u2019envoyer 10 000 emails en un mois et que vous n\u2019\u00eates pas organis\u00e9 pour, votre campagne conna\u00eetra plusieurs limites \u00e0 son d\u00e9ploiement :<\/p>\n<ul>\n<li>Votre \u00e9quipe commerciale risque d\u2019\u00eatre d\u00e9pass\u00e9e et sera incapable de r\u00e9aliser un suivi qualitatif de votre campagne sous peine de laisser filer des opportunit\u00e9s commerciales.<\/li>\n<li>Votre \u00e9quipe commerciale ne sera pas en mesure de personnaliser efficacement vos emails de prospection. Par cons\u00e9quent votre taux de r\u00e9ponse sera impact\u00e9 n\u00e9gativement.<\/li>\n<li>Votre \u00e9quipe commerciale ne pourra pas tirer parti des r\u00e9sultats des premiers envois pour am\u00e9liorer les seconds.<\/li>\n<\/ul>\n<p>En cons\u00e9quence, nous vous recommandons de prospecter r\u00e9guli\u00e8rement, mais raisonnablement.<\/p>\n<blockquote><p><em>Chez Datananas par exemple, un seul de nos Sales Development Representative peut envoyer et traiter une centaine d\u2019emails par jour. Il pourra alors, \u00e0 lui seul, contacter 5000 prospects ultra-cibl\u00e9s en l\u2019espace de 50 jours.<\/em><\/p><\/blockquote>\n<p>La date et l\u2019heure de vos envois sont \u00e9galement des variables importantes \u00e0 prendre en compte lors de votre prospection BtoB par emails. Nous vous recommandons de varier les heures d\u2019envois de vos emails de prospection pour vos relances. Par exemple envoyez votre premier email entre 9h00 et 17h00, puis un second en dehors des horaires classiques \u00e0 7h30 ou 19h00, etc.<br \/>\nUne fois votre campagne de prospection BtoB par emails lanc\u00e9e, il ne vous restera plus qu\u2019\u00e0 analyser les premi\u00e8res r\u00e9ponses pour engager la seconde phase de votre campagne de prospection (relance, contact et rendez-vous t\u00e9l\u00e9phoniques). Si vous d\u00e9sirez en apprendre davantage sur le process complet de prospection commerciale, n\u2019h\u00e9sitez pas \u00e0 consulter notre academy!<\/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>La prospection BtoB par emails a transform\u00e9 la prospection historique par t\u00e9l\u00e9phone. D\u00e9sormais, les \u00e9quipes commerciales peuvent couvrir de vastes march\u00e9s hyper-cibl\u00e9s en un temps tr\u00e8s court. Tout le challenge des \u00e9quipes commerciales est dor\u00e9navant de prospecter efficacement sans pour autant para\u00eetre trop intrusif. Comment trouver cet \u00e9quilibre ? Voici un tour d\u2019horizon des principaux [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":4094,"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":[102,11,51,112,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Prospection BtoB par emails : comment vous organiser ?<\/title>\n<meta name=\"description\" content=\"La prospection BtoB par emails devient de plus en plus incontournable dans les strat\u00e9gies commerciales des entreprises. Tous nos conseils pour performer !\" \/>\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\/prospection-btob-organisation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Prospection BtoB par emails : comment vous organiser ?\" \/>\n<meta property=\"og:description\" content=\"La prospection BtoB par emails devient de plus en plus incontournable dans les strat\u00e9gies commerciales des entreprises. 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