{"id":866,"date":"2020-10-13T10:48:00","date_gmt":"2020-10-13T08:48:00","guid":{"rendered":"https:\/\/www.markson.fr\/blog-marketing-digital\/?p=866"},"modified":"2020-11-20T13:54:22","modified_gmt":"2020-11-20T12:54:22","slug":"pourquoi-lier-inbound-marketing-et-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.markson.fr\/blog-marketing-digital\/pourquoi-lier-inbound-marketing-et-marketing-automation\/","title":{"rendered":"Pourquoi lier Inbound Marketing et Marketing Automation ?"},"content":{"rendered":"\n<hr class=\"wp-block-separator is-style-wide\"\/>\n\n\n\n<p class=\"has-medium-font-size\">Pour attirer naturellement \u00e0 vous des prospects, l\u2019inbound marketing est id\u00e9al. Pour que cela soit plus rapide, et surtout pour amener des leads qualifi\u00e9s, le marketing sera votre meilleur alli\u00e9 ! Voyons plus pr\u00e9cis\u00e9ment leur lien.&nbsp;<\/p>\n\n\n\n<hr class=\"wp-block-separator is-style-wide\"\/>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Qu\u2019est-ce que l\u2019Inbound Marketing ?&nbsp;<\/strong><\/strong><\/h2>\n\n\n\n<p>L&rsquo;inbound marketing peut \u00eatre d\u00e9fini comme une <a href=\"\/agence-strategie-marketing-annecy\/\" target=\"_blank\" rel=\"noreferrer noopener\">strat\u00e9gie de marketing<\/a> en ligne visant \u00e0 attirer les clients vers vos produits ou services via un contenu original : que ce soit sur les m\u00e9dias sociaux ou via l&rsquo;optimisation des moteurs de recherche par exemple. L\u2019inbound marketing se distingue des autres techniques de marketing traditionnelles, dans la mesure o\u00f9 il vise \u00e0 attirer les clients par un contenu et des interactions qui sont pertinents et utiles pour les clients potentiels. Les clients potentiels vous trouvent par le biais de canaux tels que les blogs, les moteurs de recherche et les m\u00e9dias sociaux, gr\u00e2ce au contenu que vous avez con\u00e7u pour r\u00e9pondre aux besoins, aux probl\u00e9matiques et aux points douloureux de vos personnages cibles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Qu\u2019est-ce que le Marketing Automation ?<\/strong><\/h2>\n\n\n\n<p>Alors que l\u2019inbound marketing d\u00e9signe une strat\u00e9gie marketing, le marketing automation d\u00e9signe les logiciels qui remplacent les processus manuels r\u00e9p\u00e9titifs par des solutions automatis\u00e9es, tels que l&rsquo;envoi de mails. Il s&rsquo;agit de logiciels que vous utiliseriez pour planifier, organiser, optimiser, ex\u00e9cuter et analyser votre programme de marketing entrant.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Pourquoi lier les 2 ?<\/strong><\/strong><\/h2>\n\n\n\n<p>Combin\u00e9 \u00e0 une strat\u00e9gie d\u2019inbound marketing, le marketing automation permet de g\u00e9n\u00e9rer des leads plus qualifi\u00e9s gr\u00e2ce aux contenus d\u00e9di\u00e9s que vous allez leur proposer dans votre tunnel de conversion.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong>La phase \u201cAttirer\u201d<\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p>Un logiciel de marketing automation va permettre d\u2019identifier chaque personne qui visitera votre site internet. Gr\u00e2ce aux cookies, le logiciel nous indiquera qu\u2019une personne a visit\u00e9 telle page de votre site, sans pour autant l\u2019identifier tout de suite.<\/p>\n\n\n\n<p>En effet, c\u2019est lorsque le visiteur vous donnera ses coordonn\u00e9es de son plein gr\u00e9, via des formulaires par exemple, qu\u2019il sera identifi\u00e9 et que vous aurez toutes les informations dans sa fiche de contact ainsi que son historique de sa navigation sur votre site.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong><strong>La phase \u201cConvertir\u201d<\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p>C\u2019est \u00e0 cette \u00e9tape que votre outil de marketing automation vous aidera \u00e0 convertir vos visiteurs en leads.<strong>&nbsp;<\/strong><\/p>\n\n\n\n<p>En effet, l\u2019inbound marketing vous permet d&rsquo;alimenter de contenus ces visiteurs pour donner une solution \u00e0 leurs probl\u00e9matiques. Le marketing automation lui, permet de stocker vos ressources, de cr\u00e9er des formulaires ainsi que des landing pages pour leur pr\u00e9senter votre solution et pour finalement, r\u00e9cup\u00e9rer leurs donn\u00e9es. Le but ici est de nourrir automatiquement ces personnes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong><strong><strong>Convertir vos leads en clients<\/strong><\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p>C\u2019est ici que le lead scoring entre en jeu. Le scoring va permettre de diff\u00e9rencier les prospects froids, des prospects chauds qui peuvent devenir client \u00e0 partir de ce moment-l\u00e0.&nbsp;<\/p>\n\n\n\n<p>Gr\u00e2ce au marketing automation, vous pouvez cr\u00e9er des sc\u00e9narios et des scorings, afin de choisir les points que vous accordez \u00e0 chaque visiteur. Par exemple :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Clic dans un mail : 10 points<\/li><li>T\u00e9l\u00e9chargement d\u2019un libre blanc : 100 points<\/li><li>\u2026<\/li><\/ul>\n\n\n\n<p>Tout cela se fera automatiquement, et vous permettra d\u2019identifier ces prospects chauds pour les contacter !<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong><strong><strong><strong>Fid\u00e9liser vos clients<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p>L\u2019ultime \u00e9tape ! Vous pourrez entretenir, gr\u00e2ce \u00e0 votre logiciel de marketing automation, votre base de donn\u00e9e client en leur offrant des prix sp\u00e9ciaux, des acc\u00e8s premium\u2026 Bref, du contenu et des offres exclusives ! Tous ces mails seront alors automatis\u00e9s, si votre base de donn\u00e9e client est bien segment\u00e9e, pour \u00eatre s\u00fbr de parler \u00e0 la bonne personne, au bon moment.<\/p>\n\n\n\n<hr class=\"wp-block-separator is-style-wide\"\/>\n\n\n\n<p style=\"background-color:#dbfff1\" class=\"has-background has-text-align-center\">Comme vous pouvez le constater, le marketing automation est un indispensable pour votre strat\u00e9gie inbound marketing, car il va vous permettre d\u2019automatiser vos t\u00e2ches pour parler aux bonnes personnes, au bon endroit, au bon moment et d\u2019optimiser votre temps !<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link no-border-radius\" href=\"\/contacter-agence-web-annecy\/\" target=\"_blank\" rel=\"noreferrer noopener\">On en discute ENSEMBLE ?<\/a><\/div>\n\n\n\n<p>R\u00e9dig\u00e9 par <a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/in\/mathilde-scelers\/\" target=\"_blank\">Mathilde<\/a>, experte SEO &amp; SEA.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour attirer naturellement \u00e0 vous des prospects, l\u2019inbound marketing est id\u00e9al. Pour que cela soit plus rapide, et surtout pour amener des leads qualifi\u00e9s, le marketing sera votre meilleur alli\u00e9 ! Voyons plus pr\u00e9cis\u00e9ment leur&#8230;<\/p>\n","protected":false},"author":2,"featured_media":868,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34,29],"tags":[],"class_list":["post-866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automation","category-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pourquoi lier Inbound Marketing et Marketing Automation ? - Blog Business Better MARKSON 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.markson.fr\/blog-marketing-digital\/pourquoi-lier-inbound-marketing-et-marketing-automation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pourquoi lier Inbound Marketing et Marketing Automation ? - Blog Business Better MARKSON B2B\" \/>\n<meta property=\"og:description\" content=\"Pour attirer naturellement \u00e0 vous des prospects, l\u2019inbound marketing est id\u00e9al. 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