{"id":5636,"date":"2017-08-10T10:00:43","date_gmt":"2017-08-10T08:00:43","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=5636"},"modified":"2019-10-01T20:26:10","modified_gmt":"2019-10-01T18:26:10","slug":"marketing-automation-vs-sales-automation","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/marketing-automation-vs-sales-automation\/","title":{"rendered":"Marketing Automation vs Sales Automation"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Marketing Automation et Sales Automation sont d\u00e9sormais des termes incontournables dans toute entreprise soucieuse de mettre en place des strat\u00e9gies commerciales innovantes. L\u2019explosion du digital a profond\u00e9ment et irr\u00e9m\u00e9diablement transform\u00e9 la fa\u00e7on dont les entreprises prospectent au quotidien. Qu\u2019elles soient petites ou grandes, TPE ou startups, la prospection commerciale nouvelle g\u00e9n\u00e9ration bouleverse les r\u00e9flexes et sch\u00e9mas \u00e9tablis au profit d\u2019une restructuration et d\u2019une r\u00e9organisation totales. Face \u00e0 ce changement de paradigme, il arrive souvent que les \u00e9quipes commerciales n\u2019adoptent pas les outils adapt\u00e9s \u00e0 une prospection efficace, notamment dans le cadre d\u2019une prospection commerciale par emails \u00e0 froid.<\/span><\/p>\n<p><!--more--><\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Quelles diff\u00e9rences entre Marketing automation Vs. Sales automation?<\/div>\r\n<div class=\"cta-subtitle\">Acc\u00e9dez \u00e0 ce cours en libre consultation dans notre academy en ligne<\/div>\r\n<a id=\"cta-academy-market-auto-vs-sales-auto\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"https:\/\/academy.datananas.com\/o\/marketing-automation-vs-sales-automation\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-market-auto-vs-sales-auto');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-market-auto-vs-sales-auto', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<p>Alors entre ces deux pratiques, laquelle choisir ? Toutes nos explications vous aideront \u00e0 faire le bon choix.<\/p>\n<h2>Marketing Automation et Sales Automation : quelles diff\u00e9rences ?<\/h2>\n<p><span style=\"font-weight: 400;\">Les m\u00e9thodologies marketing et commerciales sont le yin et le yang de la prospection B2B pour multiplier les opportunit\u00e9s business. De m\u00eame, la taille de l\u2019entreprise a un impact significatif sur l\u2019application du Marketing Automation et du Sales Automation. En effet, s\u2019il est primordial d\u2019allier ces deux pratiques au c\u0153ur de l\u2019activit\u00e9 B2B d\u2019une entreprise, leur mise en place fluide au c\u0153ur du <\/span><a href=\"https:\/\/blog.datananas.com\/fr\/tunnel-de-vente-conseils-pour-booster-le-votre\/\"><span style=\"font-weight: 400;\">funnel de prospection<\/span><\/a><span style=\"font-weight: 400;\"> diff\u00e8re d\u2019une startup agile \u00e0 une entreprise cot\u00e9e au CAC40. Ajout\u00e9 \u00e0 cela le manque d\u2019informations concernant sp\u00e9cifiquement l\u2019utilisation du Marketing Automation et du Sales Automation et vous obtenez des pans entiers d\u2019entreprises qui utilisent des outils de Marketing Automation pour leur prospection B2B. Quelles sont alors les diff\u00e9rences entre Marketing Automation et Sales Automation ?<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>Marketing Automation : d\u00e9finition<\/h3>\n<p>&nbsp;<\/p>\n<p><em>Le Marketing Automation d\u00e9signe l\u2019ensemble des outils (Mailchimp, Marketo, Hubspot etc.) permettant d\u2019automatiser des t\u00e2ches marketing en lien avec l\u2019activit\u00e9 de l\u2019entreprise comme son site web (flux entrant via l\u2019Inbound Marketing par exemple) ou sa pr\u00e9sence sur les r\u00e9seaux sociaux professionnels. Le Marketing Automation est principalement utilis\u00e9 pour diffuser des newsletters ou des emails de nurturing \u00e0 de larges groupes d&rsquo;individus de mani\u00e8re ultra-cibl\u00e9e gr\u00e2ce \u00e0 une segmentation fine de leurs profils marketing.<\/em><\/p>\n<p>En quelques mots, un outil de Marketing Automation permet de diffuser un message \u00e0 caract\u00e8re marketing \u00e0 un large groupe cibl\u00e9. L\u2019automatisation du process permet aux \u00e9quipes commerciales d\u2019optimiser leur activit\u00e9 tout en organisant plus efficacement leur travail.<\/p>\n<p>&nbsp;<\/p>\n<h3>Sales Automation : d\u00e9finition<\/h3>\n<p>&nbsp;<\/p>\n<p><em>Le terme Sales Automation d\u00e9signe quant \u00e0 lui l\u2019ensemble des solutions logicielles permettant d\u2019optimiser le cycle de vente d\u2019une entreprise en l\u2019automatisant (gestion des contacts commerciaux, analyse des indicateurs de performance et envoi de sc\u00e9narios de mails de prospection B2B etc.). L\u2019avantage d\u2019un outil de Sales Automation r\u00e9side dans le gain de temps qu\u2019il fait gagner aux \u00e9quipes commerciales en automatisant des t\u00e2ches manuelles consid\u00e9r\u00e9es comme chronophages.<\/em><\/p>\n<p>Plus simplement, un <a href=\"\/\/blog.datananas.com\/fr\/sales-force-automation\/\">outil de Sales Automation<\/a>\u00a0comme Datananas Outbound Sales est utilis\u00e9 pour atteindre sp\u00e9cifiquement une cat\u00e9gorie d\u2019individus cibl\u00e9e en particulier : le prospect. L\u2019automatisation permet dans ce cas, de contacter le prospect dans le cadre d\u2019une activit\u00e9 commerciale et d\u2019entamer une relation personnalis\u00e9e en simulant des envois \u00e0 la main.<\/p>\n<p><strong>NB<\/strong> : Ces deux outils fonctionnent de concert mais gardez \u00e0 l\u2019esprit qu\u2019un outil de Marketing Automation ne s\u2019applique pas \u00e0 la prospection B2B comme un outil de Sales Automation ne s\u2019applique pas \u00e0 une Newsletter Marketing.<\/p>\n<p>&nbsp;<\/p>\n<h2>Choisissez la technologie adapt\u00e9e \u00e0 votre activit\u00e9<\/h2>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Quelles diff\u00e9rences entre Marketing automation Vs. Sales automation?<\/div>\r\n<div class=\"cta-subtitle\">Acc\u00e9dez \u00e0 ce cours en libre consultation dans notre academy en ligne<\/div>\r\n<a id=\"cta-academy-market-auto-vs-sales-auto\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"https:\/\/academy.datananas.com\/o\/marketing-automation-vs-sales-automation\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-market-auto-vs-sales-auto');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-market-auto-vs-sales-auto', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<p>&nbsp;<\/p>\n<h3>Marketing Automation : informer et fid\u00e9liser<\/h3>\n<p>Le Marketing Automation, au travers de messages \u00e0 caract\u00e8re marketing, cible en g\u00e9n\u00e9ral de larges groupes de clients s\u2019appuyant sur le comportement des internautes et la segmentation marketing pr\u00e9alable de leurs profils.<\/p>\n<p><em>Par exemple, lorsqu\u2019un de vos prospects ou clients s\u2019inscrit \u00e0 votre newsletter, votre outil de Marketing Automation enverra automatiquement aux informations de contact des mails \u00e0 caract\u00e8re marketing de mani\u00e8re constante jusqu\u2019\u00e0 d\u00e9sinscription.<\/em><\/p>\n<p>Retenez que les mails \u00e0 caract\u00e8re marketing sont envoy\u00e9s \u00e0 des groupes de contacts ayant transmis de leur plein gr\u00e9 leurs informations de contact via votre newsletter (email Opt-in) ou un formulaire pour une demande d\u2019information par exemple. Dans le cadre de ventes complexes au processus long, le Marketing Automation pourra \u00eatre utilis\u00e9 \u00e0 des fins de <a href=\"\/\/blog.datananas.com\/fr\/lead-nurturing-campagne\/\">leads nurturing<\/a> ayant pour but de maintenir l\u2019int\u00e9r\u00eat de prospects via l\u2019envoi de sc\u00e9narios de mails proposant un contenu qualitatif.<\/p>\n<p>&nbsp;<\/p>\n<h3>Sales Automation : prospecter et closer<\/h3>\n<p><span style=\"font-weight: 400;\">Le Sales Automation au contraire, au travers de mails de prospection commerciale, cible un et un seul prospect \u00e0 la fois en s\u2019appuyant sur un sc\u00e9nario de mails de prospection planifi\u00e9 dans le temps et en accord avec <\/span><a href=\"https:\/\/blog.datananas.com\/fr\/ideal-customer-profile\/\"><span style=\"font-weight: 400;\">le profil th\u00e9orique de votre client id\u00e9al<\/span><\/a><span style=\"font-weight: 400;\"> (ICP) et vos Buyer\u2019s Personae (profils r\u00e9els). La clef de la prospection commerciale est la gestion des envois dans le temps et la personnalisation des mails pour proposer une exp\u00e9rience unique \u00e0 vos prospects. En s\u2019appuyant sur le bon logiciel, cette d\u00e9marche peut \u00eatre automatis\u00e9e et industrialis\u00e9e. Cependant, les mails, m\u00eame envoy\u00e9s en masse, devront int\u00e9grer des variables permettant d\u2019en personnaliser le contenu \u00e0 l\u2019aide des informations que vous aurez su rassembler sur votre prospect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A cet \u00e9gard, la prospection B2B par mails \u00e0 froid concerne exclusivement les emails Opt-out (les emails dont les individus n\u2019ont pas transmis de leur plein gr\u00e9 leurs informations de contact). Les r\u00e9glementations en la mati\u00e8re ont notamment \u00e9t\u00e9 d\u00e9finies par la RGPD. S\u2019il reste l\u00e9gal de d\u00e9marcher vos prospects par email depuis un compte nominatif, il est d\u00e9sormais n\u00e9cessaire de prendre certaines mesures concernant la gestion des donn\u00e9es personnelles de vos prospects. Datananas s\u2019est notamment adapt\u00e9 \u00e0 ces nouvelles contraintes en mettant en place de <\/span><a href=\"https:\/\/docs.datananas.com\/v1.0\/blog\/fonctionnalit%C3%A9s-rgpd\"><span style=\"font-weight: 400;\">nouvelles fonctionnalit\u00e9s d\u00e9di\u00e9e \u00e0 la RGPD.<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>Automatiser sa prospection B2B : la m\u00e9thodologie de Datananas<\/h2>\n<p>Chez Datananas, nous conseillons vivement \u00e0 nos clients d\u2019utiliser un outil de Sales Automation pour mettre en place leurs campagnes de prospection B2B. Utiliser un logiciel de Marketing Automation pour prospecter \u00e0 froid risque de faire chuter leurs <a href=\"\/\/blog.datananas.com\/fr\/les-indicateurs-de-performance-commerciale-pour-evaluer-sa-prospection\/\">taux de d\u00e9livrabilit\u00e9, de r\u00e9ponse et de conversion<\/a> en plus de s\u2019attirer les foudres de la CNIL. Leurs mails de prospection B2B seraient alors consid\u00e9r\u00e9s par les bo\u00eetes mails de leurs prospects comme des spams. Retenez tr\u00e8s simplement qu\u2019il convient d\u2019opter pour une solution de Sales Automation (Email Opt-out) pour la prospection B2B quotidienne et une solution de Marketing Automation (Email Opt-in) pour fid\u00e9liser les clients, diffuser des annonces et messages \u00e0 caract\u00e8re marketing ou mettre en place des campagnes de leads nurturing.<\/p>\n<p>Nous utilisons chez Datananas, un outil de Sales Automation pour prospecter au quotidien. En utilisant <a href=\"https:\/\/chappie.datananas.com\/register?utm_source=blog\">Datananas Outbound<\/a>, nous sommes en mesure d\u2019automatiser notre prospection par mails, de planifier \u00e0 l\u2019avance les envois des mails de prise de contact, de relance ou de referral. L\u2019intelligence Artificielle au coeur de ce logiciel de Sales Automation est capable de trier automatiquement les r\u00e9ponses (positives, n\u00e9gatives, bounce et out of office) pour une prospection optimis\u00e9e et simplifi\u00e9e. Le logiciel pr\u00e9sente \u00e9galement des <a href=\"\/\/blog.datananas.com\/fr\/optimiser-sa-prospection-commerciale\/\">variables de personnalisation tr\u00e8s pouss\u00e9es<\/a> pour r\u00e9diger au mieux les mails de prospection B2B et engager concr\u00e8tement nos prospects. En r\u00e9partissant dans le temps (entre 35 \u00e0 70 jours) l\u2019envoi de nos mails de prospection, nous pouvons g\u00e9n\u00e9rer un flux constant de r\u00e9ponses et autant de leads qui pourront se transformer en opportunit\u00e9 business. Un outil imagin\u00e9 par des commerciaux, au service des commerciaux pour engager des campagnes de prospection par mails efficaces et percutantes.<\/p>\n<p><strong>NB<\/strong> : nous utilisons \u00e9galement un outil de Marketing Automation pour relayer nos ressources et article de blog aupr\u00e8s de nos clients et prospects inscrits \u00e0 notre newsletter. Un bon moyen de fid\u00e9liser ces derniers et proposer d\u2019\u00e9ventuels produits compl\u00e9mentaires.<\/p>\n<p>Vous connaissez maintenant les principales diff\u00e9rences et compl\u00e9mentarit\u00e9s entre Marketing Automation et Sales Automation. Il est primordial de bien comprendre les m\u00e9canismes sous-jacents \u00e0 ces deux pratiques pour \u00e9viter tout impact n\u00e9gatif sur votre activit\u00e9 B2B. Si vous souhaitez aller plus loin et approfondir vos connaissances sur la prospection par mails \u00e0 froid, n\u2019h\u00e9sitez pas \u00e0 d\u00e9couvrir\u00a0 notre academy !<\/p>\n<p>&nbsp;<\/p>\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","protected":false},"excerpt":{"rendered":"<p>Marketing Automation et Sales Automation sont d\u00e9sormais des termes incontournables dans toute entreprise soucieuse de mettre en place des strat\u00e9gies commerciales innovantes. L\u2019explosion du digital a profond\u00e9ment et irr\u00e9m\u00e9diablement transform\u00e9 la fa\u00e7on dont les entreprises prospectent au quotidien. Qu\u2019elles soient petites ou grandes, TPE ou startups, la prospection commerciale nouvelle g\u00e9n\u00e9ration bouleverse les r\u00e9flexes et [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":5639,"comment_status":"closed","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],"tags":[23,102,166,51,112,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Automation vs Sales Automation<\/title>\n<meta name=\"description\" content=\"Marketing Automation et Sales Automation sont les termes incontournables en entreprise en 2017. 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