{"id":6718,"date":"2019-09-26T16:09:29","date_gmt":"2019-09-26T15:09:29","guid":{"rendered":"http:\/\/www.e-works.fr\/blog\/?p=6718"},"modified":"2019-09-26T16:09:29","modified_gmt":"2019-09-26T15:09:29","slug":"definition-lead-nurturing-b2b-exemple","status":"publish","type":"post","link":"https:\/\/www.e-works.fr\/blog\/definition-lead-nurturing-b2b-exemple\/","title":{"rendered":"Lead nurturing : d\u00e9finition et exemple de lead nurturing en B2B"},"content":{"rendered":"<h2>Qu&rsquo;est-ce que le lead nurturing ?<\/h2>\n<p>Le lead nurturing d\u00e9signe\u00a0une technique marketing visant \u00e0 cr\u00e9er ou entretenir une relation avec un prospect afin de l\u2019accompagner dans le tunnel de conversion et favoriser l&rsquo;acte d&rsquo;achat.\u00a0Essentiellement pratiqu\u00e9 en B2B en raison de la longue dur\u00e9e des cycles de vente, le lead nurturing s&rsquo;appuie sur la digitalisation du\u00a0parcours d\u2019achat pour alimenter la relation durant ce parcours avec des contenus pertinents \u00e0 chaque points de contact.<\/p>\n<p><!--more--><\/p>\n<p>Par ailleurs, ce concept de lead nurturing s&rsquo;applique dans une strat\u00e9gie d\u2019<a href=\"https:\/\/www.e-works.fr\/blog\/definition-inbound-marketing-exemple\/\">inbound marketing<\/a>. Cette strat\u00e9gie consiste \u00e0 amener les clients ou prospects directement \u00e0 soi plut\u00f4t que de les solliciter avant de mettre en place des techniques comme le lead nurturing.<\/p>\n<p>Attention, le lead nurturing est souvent confondu \u00e0 tort avec la fid\u00e9lisation. Le m\u00e9canisme des actions marketing est similaire mais nous parlons de lead nurturing lorsqu&rsquo;il s&rsquo;agit de l&rsquo;acquisition \u00e0 travers la conversion d&rsquo;un prospect tandis que la fid\u00e9lisation concerne un client visant \u00e0 \u00eatre fid\u00e9lis\u00e9.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6722 size-full\" src=\"http:\/\/sc2masm2294.universe.wf\/blog\/wp-content\/uploads\/2019\/09\/definition-lead-nurturing.png\" alt=\"definition-lead-nurturing\" width=\"768\" height=\"597\" srcset=\"https:\/\/www.e-works.fr\/blog\/wp-content\/uploads\/2019\/09\/definition-lead-nurturing.png 768w, https:\/\/www.e-works.fr\/blog\/wp-content\/uploads\/2019\/09\/definition-lead-nurturing-300x233.png 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/p>\n<h2>Cas d&rsquo;usage du lead nurturing<\/h2>\n<p>Le lead nurturing consiste donc \u00e0 envoyer des contenus cibl\u00e9s aux diff\u00e9rents niveaux du tunnel de conversion. Cette notion de ciblage du contenu est tr\u00e8s importante pour assurer l&rsquo;efficacit\u00e9 des actions. Pour cela, il est pertinent de <a href=\"https:\/\/www.e-works.fr\/blog\/9-astuces-segmenter-contacts-booster-ventes-lemailing\/\">segmenter sa base de donn\u00e9e<\/a>\u00a0\u00e0 travers des outils d&rsquo;e-mailing ou de marketing automation ou encore en cr\u00e9ant <a href=\"https:\/\/www.e-works.fr\/blog\/definition-persona-exemple\/\">des persona<\/a>.\u00a0D&rsquo;ailleurs, Hubspot, plateforme de Marketing automation peut\u00a0booster jusqu\u2019\u00e0 20% les ventes.<\/p>\n<p>Dans l&rsquo;usage du lead nurturing, nous pouvons \u00e9galement cibl\u00e9 le contenu en fonction de la position du prospect dans le tunnel de conversion. Les marketeurs distinguent 3 \u00e9tapes dans le tunnel :<\/p>\n<p>&#8211; Le \u00ab\u00a0Top of the funnel\u00a0\u00bb : dans cette \u00e9tape, il est judicieux d&rsquo;informer les prospects pour attiser leur int\u00e9r\u00eat notamment \u00e0 travers des articles de blog sur des sujets pr\u00e9cis.<br \/>\n&#8211; Le \u00ab\u00a0Middle of the funnel\u00a0\u00bb : \u00e0 ce stade, les prospects sont int\u00e9ress\u00e9s donc il est important de leur en donner plus \u00e0 travers du contenu plus pouss\u00e9 notamment avec des \u00e9tudes de cas ou livres blancs t\u00e9l\u00e9chargeables.<br \/>\n&#8211; Le \u00ab\u00a0Bottom of the funnel\u00a0\u00bb : l&rsquo;objectif consiste \u00e0 convertir les prospects car ils sont pr\u00eats en proposant une d\u00e9mo ou un essai gratuit de la solution, ou encore un entretien avec un commercial pour pr\u00e9senter la solution.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qu&rsquo;est-ce que le lead nurturing ? Le lead nurturing d\u00e9signe\u00a0une technique marketing visant \u00e0 cr\u00e9er ou entretenir une relation avec un prospect afin de l\u2019accompagner<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61],"tags":[],"class_list":["post-6718","post","type-post","status-publish","format-standard","hentry","category-lexique-du-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lead nurturing : d\u00e9finition et exemple de lead nurturing en B2B<\/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:\/\/www.e-works.fr\/blog\/definition-lead-nurturing-b2b-exemple\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lead nurturing : d\u00e9finition et exemple de lead nurturing en B2B\" \/>\n<meta property=\"og:description\" content=\"Qu&rsquo;est-ce que le lead nurturing ? 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