{"id":80,"date":"2021-06-25T15:20:22","date_gmt":"2021-06-25T13:20:22","guid":{"rendered":"https:\/\/funnel.coffee\/blog\/?p=80"},"modified":"2021-07-09T08:16:29","modified_gmt":"2021-07-09T06:16:29","slug":"quest-ce-que-le-lead-nurturing","status":"publish","type":"post","link":"https:\/\/funnel.coffee\/blog\/2021\/06\/25\/quest-ce-que-le-lead-nurturing\/","title":{"rendered":"Qu&rsquo;est ce que le lead nurturing ?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le lead nurturing entre dans une strat\u00e9gie d\u2019inbound marketing et peut-\u00eatre utilis\u00e9 lors de cette derni\u00e8re. Le lead nurturing peut se traduire comme \u00ab&nbsp;la mise sous couveuse des prospects&nbsp;\u00bb. Mais derri\u00e8re ces nombreux termes marketing, que se cache-t-il r\u00e9ellement&nbsp;? Analyse.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Qu&rsquo;est ce que le lead nurturing ?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Si cette approche marketing est essentiellement pens\u00e9e pour du BtoB, le lead nurturing s\u2019int\u00e9resse davantage \u00e0 des prospects \u00e9loign\u00e9s dans le temps ou qui sont en r\u00e9flexion d\u2019un achat long. Cette technique va avoir pour but de p\u00e9renniser une relation avec des prospects pas encore dans la phase d\u2019achat. Le lead nurturing est aussi utilis\u00e9 pour des prospects qui ont eu \u00e0 faire avec une premi\u00e8re action d\u2019achat qui a \u00e9chou\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En bref, c\u2019est une discipline ax\u00e9e sur des leads ou prospects qui ne sont pas encore pr\u00eats \u00e0 acheter.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quand et pourquoi mettre en place du lead nurturing&nbsp;?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Posez-vous 5 questions afin de savoir quand et surtout pourquoi mettre en place une strat\u00e9gie de lead nurturing.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Votre base de donn\u00e9es augmente trop rapidement&nbsp;?<\/strong><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est \u00e9videmment un point tr\u00e8s positif, seulement si vous pouvez traiter tous les leads entrants. Si vous le faites encore manuellement, vous allez vite prendre l\u2019eau. Et donc perdre de tr\u00e8s nombreuses opportunit\u00e9s. En adoptant une strat\u00e9gie de lead nurturing, vous serez en mesure de traiter l\u2019ensemble des leads et m\u00eame les meilleurs.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Vous \u00eates d\u00e9bord\u00e9s et mettre \u00e0 jour votre base de donn\u00e9es est impossible&nbsp;?<\/strong><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Avec le marketing automation, utilis\u00e9 en lead nurturing, vous pourrez enrichir automatiquement les profils de vos leads&nbsp;! Tout sera simplifi\u00e9 tout au long du parcours pour votre prospect. Des donn\u00e9es d\u00e9j\u00e0 remplies sont enregistr\u00e9es et ajout\u00e9es automatiquement lorsqu\u2019elles seront \u00e0 nouveau demand\u00e9es, comme pour les formulaires.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Vos commerciaux ne peuvent plus r\u00e9pondre \u00e0 tous les leads entrants&nbsp;?<\/strong><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est la probl\u00e9matique de la gestion des flux. Avec le lead nurturing, vos commerciaux feront face aux meilleurs leads, les plus faciles \u00e0 conclure.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Vous ne savez pas comment calculer les KPIS de votre campagne marketing digital&nbsp;?<\/strong><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Le lead nurturing vous propose une tra\u00e7abilit\u00e9 compl\u00e8te du parcours du lead. Avec les outils de tracking, de profiling et de scoring, vous connaissez parfaitement la position du lead dans votre funnel marketing. Vous pourrez ainsi mesurer pr\u00e9cis\u00e9ment le ROI de vos campagnes de marketing digital et savoir \u00e0 qui attribuer la r\u00e9ussite de la transformation de leads en clients. En bref, vous connaitrez tout de votre funnel.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Vous avez une importante base de donn\u00e9es inactive ?<\/strong><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Des leads ne r\u00e9agissent pas depuis un moment&nbsp;? Ne les abandonner pas et mener une campagne de r\u00e9activation gr\u00e2ce au lead nurturing. Proposez-leur de nouveaux contenus et essayez de les faire r\u00e9agir en programmant plusieurs messages, par exemple.<\/p>\n\n\n\n<hr class=\"wp-block-separator is-style-wide\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Comment mettre en place du lead nurturing \ud83d\udd25<\/h2>\n\n\n\n<h6 class=\"wp-block-heading\"><strong><span class=\"has-inline-color has-vivid-cyan-blue-color\">Un outils accessible 100% actionnable pour mettre en place du lead nurturing facilement : Facebook Business<\/span><\/strong><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\">Il s\u2019agit de leur fournir un contenu \u00e9ducatif et de qualit\u00e9, bien s\u00fbr en amont du cycle d\u2019achat. Ce contenu doit aider votre prospect \u00e0 avancer sa r\u00e9flexion. Internet a compl\u00e8tement r\u00e9volutionn\u00e9 cette discipline avec l\u2019utilisation des newsletters et des livres blancs. Entrons dans le vif du sujet :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Contexte<\/strong> &#8211; J&rsquo;ai plac\u00e9 un Facebook Pixel afin de surveiller l&rsquo;activit\u00e9 sur des pages cl\u00e9s de mon site web. Lorsqu&rsquo;un internaute remplie les conditions <br>&#8211; visite les pages <strong>Services + A propos + Contact<\/strong>,<br>&#8211; Plus de 45 secondes sur le site web,<br>il est automatiquement ajout\u00e9 \u00e0 une audience Facebook et une campagne de retargeting d\u00e9marre. Voici le processus en images : <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1 &#8211; Le processus du retargeting <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comprendre le principe du retargeting en 6 \u00e9tapes : <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"572\" src=\"https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/retargeting_infographic_fr.png\" alt=\"Le retargeting\" class=\"wp-image-106\" srcset=\"https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/retargeting_infographic_fr.png 1024w, https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/retargeting_infographic_fr-300x168.png 300w, https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/retargeting_infographic_fr-768x429.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Cette m\u00e9thodo de retargeting est aussi bien utilis\u00e9e syr Google Display, Facebook Business ou encore Linkedin Campaign<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2 &#8211; Le processus de retargeting sur Facebook<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nous savons que nous prospect a, par sa visite sur le site web, d\u00e9montr\u00e9 un int\u00e9r\u00eat pour notre produit\/service. Nous cr\u00e9ons une spirale de retargeting afin de lui proposer des contenus (promo, apprentissage, confiance&#8230;) afin de favoriser une conversion.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"673\" src=\"https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/Web-1920-\u2013-32-1024x673.png\" alt=\"le lead nurturing sur Facebook\" class=\"wp-image-105\" srcset=\"https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/Web-1920-\u2013-32-1024x673.png 1024w, https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/Web-1920-\u2013-32-300x197.png 300w, https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/Web-1920-\u2013-32-768x505.png 768w, https:\/\/funnel.coffee\/blog\/wp-content\/uploads\/2021\/07\/Web-1920-\u2013-32-1536x1010.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Prenons notre exemple de Facebook Business, j&rsquo;ai con\u00e7u un ensemble de trois campagnes de retargeting : <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Post A &#8211; Expertise :<\/strong> vers un article de blog ou un livre blanc. Il prouve mon expertise et mon savoir -faire sur le sujet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Post B &#8211; REX (<em>Retour d&rsquo;Exp\u00e9rience Client<\/em>) :<\/strong> Il redirige vers un livre blanc co-\u00e9crit avec un client ou une vid\u00e9o client. Il prouve la qualit\u00e9 de mon travail et de mon expertise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Post C &#8211; Promo :<\/strong> Ce post met en avant la raret\u00e9 du produit (<em>bient\u00f4t \u00e9puis\u00e9, plus que X produits&#8230;<\/em>) ou une promotion (<em>50% de r\u00e9duction jusqu&rsquo;au ou 3 mois offerts&#8230;<\/em>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u26a0\ufe0f Chaque publicit\u00e9 redirige toujours vers une landing page <span style=\"text-decoration: underline;\"><strong>personnalis\u00e9e<\/strong><\/span> afin de mesurer et comprendre vos prospects et leurs centres d&rsquo;int\u00e9r\u00eats. La landing page doit \u00eatre parfaitement en phase avec la publicit\u00e9 au risque de flouter vos prospects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette m\u00e9thode simple et rapide permet de concr\u00e9tiser \u00e0 moindre frais une d\u00e9marche de lead nurturing. De nombreuses configurations sont possibles sur diff\u00e9rentes r\u00e9gies. <\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Pour aller plus loin<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Hubspot est l&rsquo;outils commercial et marketing qui met le lead nurturing au coeur de son CRM. Je vous conseille <a href=\"https:\/\/blog.hubspot.fr\/marketing\/7-techniques-lead-nurturing-efficaces\" target=\"_blank\" rel=\"noreferrer noopener\">cet article<\/a> ainsi que <a href=\"https:\/\/offers.hubspot.fr\/intro-lead-nurturing?hubs_post-cta=fr-blog-text&amp;hsCtaTracking=29b90d14-77b8-47d1-b6ac-c4ca7e006b0c%7C07819ef8-d096-40d2-911f-42f5afa44ddb\" target=\"_blank\" rel=\"noreferrer noopener\">ce livre blanc tr\u00e8s complet<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Besoin d&rsquo;aide ?<\/strong> D\u00e9couvrez mon offre de tracking web sur <a href=\"https:\/\/funnel.coffee\/tracking-web.html\">mon site<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le lead nurturing entre dans une strat\u00e9gie d\u2019inbound marketing et peut-\u00eatre utilis\u00e9 lors de cette derni\u00e8re. Le lead nurturing peut se traduire comme \u00ab&nbsp;la mise sous couveuse des prospects&nbsp;\u00bb. Mais derri\u00e8re ces nombreux termes marketing, que se cache-t-il r\u00e9ellement&nbsp;? Analyse. Qu&rsquo;est ce que le lead nurturing ? Si cette approche marketing est essentiellement pens\u00e9e pour<\/p>\n","protected":false},"author":1,"featured_media":86,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,3],"tags":[18,17,16,15],"class_list":["post-80","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing","category-webmarketing","tag-automatisation","tag-crm","tag-lead-nurturing","tag-prospection"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu&#039;est ce que le lead nurturing ? | Funnel Coffee (le blog)<\/title>\n<meta name=\"description\" content=\"Cette approche marketing est essentiellement pens\u00e9e pour le BtoB, le lead nurturing s\u2019int\u00e9resse \u00e0 des prospects \u00e9loign\u00e9s dans le temps\" \/>\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\/06\/25\/quest-ce-que-le-lead-nurturing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu&#039;est ce que le lead nurturing ? 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