{"id":64,"date":"2021-05-04T10:36:55","date_gmt":"2021-05-04T08:36:55","guid":{"rendered":"https:\/\/funnel.coffee\/blog\/?p=64"},"modified":"2021-05-04T10:42:17","modified_gmt":"2021-05-04T08:42:17","slug":"la-strategie-abm-decryptee","status":"publish","type":"post","link":"https:\/\/funnel.coffee\/blog\/2021\/05\/04\/la-strategie-abm-decryptee\/","title":{"rendered":"La strat\u00e9gie ABM d\u00e9crypt\u00e9e"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Quoi ?<\/h2>\n\n\n\n<p>Ce terme marketing, Account-Based Marketing dit ABM, est une strat\u00e9gie qui d\u00e9finit une approche commerciale personnalis\u00e9e en visant uniquement des leads ou des prospects \u00e0 forts potentiels pour augmenter le chiffre d\u2019affaires. Le but n\u2019\u00e9tant pas la quantit\u00e9 mais bien la qualit\u00e9 de chacun de vos clients cl\u00e9s cibl\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi&nbsp;?<\/h2>\n\n\n\n<p>Cette technique marketing permet de cibler directement des comptes influents et avec un fort potentiel client, sur le march\u00e9, afin de g\u00e9n\u00e9rer davantage de revenus.<\/p>\n\n\n\n<p>En s\u2019int\u00e9ressant \u00e0 chaque compte individuellement et en adressant des messages personnalis\u00e9s, une telle campagne sera plus efficace qu\u2019une autre, trop g\u00e9n\u00e9rale.<\/p>\n\n\n\n<p>Cette m\u00e9thode pr\u00e9sente, au moins, 5 b\u00e9n\u00e9fices&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Retour sur investissement&nbsp;: les r\u00e9sultats commerciaux sont nettement am\u00e9lior\u00e9s.<\/li><li>Optimisation des ressources&nbsp;: vos marketers et commerciaux se concentrent efficacement sur le public cibl\u00e9.<\/li><li>Approche personnalis\u00e9e et optimis\u00e9e&nbsp;: selon le groupe Aberdeen, 75 % des clients pr\u00e9f\u00e8rent des offres personnalis\u00e9es.<\/li><li>Suivi et mesure des objectifs : puisque les observations se font avec un public r\u00e9duit, c&rsquo;est plus \u00e9vident d\u2019analyser votre campagne ABM.<\/li><li>Collaboration entre l\u2019\u00e9quipe de vente et le marketer pour l\u2019identification des comptes cl\u00e9s.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Comment&nbsp;?<\/h2>\n\n\n\n<p>Pour mettre en place tout ce processus, l\u2019entreprise doit engendrer des moyens humains afin que la campagne ABM soit la plus r\u00e9ussie possible et engendre un taux de conversion important.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>D\u00e9finir les objectifs&nbsp;: comme dans toute campagne marketing, cette \u00e9tape est la base du projet. Vous pouvez vous appuyer sur votre tunnel de conversion en analysant les taux de conversion lors du parcours client.<\/li><li>S\u00e9lectionner les comptes \u00e0 cibler&nbsp;: le public cible est fondamental. Utilisez les comp\u00e9tences de l\u2019\u00e9quipe marketing et de l\u2019\u00e9quipe de vente afin de cibler le plus pr\u00e9cis\u00e9ment possible vos comptes.<\/li><li>Identifier les contacts \u00e0 cibler&nbsp;: d\u00e9finissez les bonnes personnes \u00e0 l\u2019int\u00e9rieur de l\u2019entreprise cibl\u00e9e. Aidez-vous de LinkedIn, par exemple, et ne vous pr\u00e9cipitez pas, au risque d\u2019\u00e9chouer dans la mission.<\/li><li>Cr\u00e9er un contenu tr\u00e8s pr\u00e9cis et cibl\u00e9&nbsp;: les t\u00e2ches pr\u00e9alables vont vous permettre de viser juste. Vous connaissez tr\u00e8s bien vos clients alors vous savez comment les attirer et quels contenus cr\u00e9er, par exemple en leur donnant des r\u00e9ponses \u00e0 des questions.<\/li><li>Choisir le bon canal et diffuser les contenus.<\/li><li>Analyser les r\u00e9sultats&nbsp;: comme toutes campagnes, prenez le temps d\u2019analyser ce que vous venez de faire afin d\u2019\u00eatre encore meilleur la prochaine fois.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Quand ?<\/h2>\n\n\n\n<p>Il existe deux moments importants o\u00f9 vous pouvez mener et mettre en place une campagne ABM&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Lorsque vous observez une importante demande d\u2019un produit rare ou d\u2019un nouveau produit&nbsp;: c\u2019est le jeu de l\u2019offre et la demande. Si la demande est importante, mais que l\u2019offre ne l\u2019est pas, vos clients seront pr\u00eats \u00e0 acheter plus cher. Mais si l\u2019offre est faible, elle peut aussi \u00eatre \u00ab&nbsp;cach\u00e9e&nbsp;\u00bb et gr\u00e2ce \u00e0 votre tunnel de vente, vous vous mettrez en avant.<\/li><li>Lorsque vous sortez un nouveau produit et que vous proposez un nouveau service, nouveau et\/ou r\u00e9volutionnaire&nbsp;: comme toute nouveaut\u00e9, vous voulez vous faire conna\u00eetre. La sortie d\u2019un nouveau produit peut se faire via des tunnels de conversion qui vont attirer de nouveaux clients et un d\u00e9marrage r\u00e9ussi pour votre entreprise.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Qui ?<\/h2>\n\n\n\n<p>Dans l\u2019absolu, toutes entreprises qui vendent des biens ou des services peuvent mener une campagne d\u2019ABM.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quoi ? Ce terme marketing, Account-Based Marketing dit ABM, est une strat\u00e9gie qui d\u00e9finit une approche commerciale personnalis\u00e9e en visant uniquement des leads ou des prospects \u00e0 forts potentiels pour augmenter le chiffre d\u2019affaires. Le but n\u2019\u00e9tant pas la quantit\u00e9 mais bien la qualit\u00e9 de chacun de vos clients cl\u00e9s cibl\u00e9s. Pourquoi&nbsp;? Cette technique marketing<\/p>\n","protected":false},"author":1,"featured_media":67,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":{"0":"post-64","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-webmarketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La strat\u00e9gie ABM d\u00e9crypt\u00e9e | Funnel Coffee (le blog)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/funnel.coffee\/blog\/2021\/05\/04\/la-strategie-abm-decryptee\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La strat\u00e9gie ABM d\u00e9crypt\u00e9e | Funnel Coffee (le blog)\" \/>\n<meta property=\"og:description\" content=\"Quoi ? Ce terme marketing, Account-Based Marketing dit ABM, est une strat\u00e9gie qui d\u00e9finit une approche commerciale personnalis\u00e9e en visant uniquement des leads ou des prospects \u00e0 forts potentiels pour augmenter le chiffre d\u2019affaires. Le but n\u2019\u00e9tant pas la quantit\u00e9 mais bien la qualit\u00e9 de chacun de vos clients cl\u00e9s cibl\u00e9s. Pourquoi&nbsp;? 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