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sa prospection permet de g\u00e9n\u00e9rer des leads de qualit\u00e9. Sonia Moatti nous explique ce qu'elle a mis en place pour plusieurs entreprises SaaS B2B.","_yoast_wpseo_title":"Automatiser sa prospection en 3 \u00e9tapes","contenu_de_larticle":"<p id=\"\">\"Pour vendre plus, il faut recruter plus de commerciaux.\"<\/p>\r\n<p id=\"\">C'est une phrase que l'on entend souvent chez les entrepreneurs.<\/p>\r\n<p id=\"\">La bonne nouvelle, c'est que ce n'est pas l'unique solution.<\/p>\r\n<p id=\"\">Chez Gorgias, Sonia Moaati et le reste de l'\u00e9quipe Growth et Ops ont mis en place un process de g\u00e9n\u00e9ration de leads automatis\u00e9 \u00e0 99%. Ils ont ainsi r\u00e9ussi \u00e0 scaler les canaux d'acquisition, sans pour autant embaucher une \u00e9quipe de 150 business developers.<\/p>\r\n<p id=\"\">Et \u00e7a tombe, bien Sonia est notre invit\u00e9e pour cet article : <strong id=\"\">elle vous raconte comment elle a automatis\u00e9 99% de sa g\u00e9n\u00e9ration de leads<\/strong>.<\/p>\r\n<p id=\"\">Elle a \u00e9galement anim\u00e9 un webinar sur le sujet, que vous pouvez retrouver en <a id=\"\" href=\"https:\/\/app.livestorm.co\/emil\/automation-growth?type=detailed\">int\u00e9gralit\u00e9 juste ici.<\/a><\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">Commen\u00e7ons par le commencement : <a id=\"\" href=\"https:\/\/www.gorgias.com\/\">Gorgias<\/a> c'est quoi ?<\/p>\r\n<p id=\"\">Il s'agit d'une startup qui aide les e-commer\u00e7ants \u00e0 mieux g\u00e9rer leur service client en centralisant les requ\u00eates, qu'elles proviennent d'emails ou des r\u00e9seaux sociaux, et qui s'int\u00e8gre notamment tr\u00e8s bien \u00e0 Shopify.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h2 id=\"\">Pourquoi automatiser sa prospection ?<\/h2>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">On vous le r\u00e9p\u00e8te souvent : <strong id=\"\">la personnalisation est la cl\u00e9 d'une prospection efficace<\/strong>. Pourtant, \u00e0 part le fameux Hello {{Pr\u00e9nom}}, vous n'\u00eates pas encore pass\u00e9 \u00e0 l'action.<\/p>\r\n<p id=\"\">Car oui, personnaliser \u00e7a prend du temps :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\"><strong id=\"\">trouver la bonne information<\/strong><\/li>\r\n \t<li id=\"\"><strong id=\"\">l'int\u00e9grer dans votre email<\/strong><\/li>\r\n \t<li id=\"\"><strong id=\"\">refaire cette action une bonne centaine de fois<\/strong><\/li>\r\n<\/ul>\r\n<p id=\"\">C'est l\u00e0 que l'automation entre en sc\u00e8ne. Imaginiez que vous indiquiez \u00e0 votre outil que vous voulez r\u00e9cup\u00e9rer le nom du concurrent abandonn\u00e9 par vos entreprises cibles puis que vous lui demandiez d'int\u00e9grer cette variable dans vos emails. Si vous automatisez cette action gr\u00e2ce \u00e0 Zapier ou aux cloud functions, au lieu de 100 actions, vous n'avez plus qu'\u00e0 en faire que deux.<\/p>\r\n<p id=\"\">Donc si on r\u00e9capitule :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\"><strong id=\"\">vous vous diff\u00e9renciez par rapport \u00e0 d'autres emails non personnalis\u00e9s<\/strong> - probablement ceux de vos concurrents.<\/li>\r\n \t<li id=\"\"><strong id=\"\">vous gagnez du temps<\/strong> sur vos actions de cold emailing pour vous concentrer sur le closing - vous am\u00e9liorez donc votre cycle de vente.<\/li>\r\n \t<li id=\"\"><strong id=\"\">vous n'avez pas besoin de recruter 10 personnes<\/strong> pour r\u00e9aliser 10 t\u00e2ches, puisque l'automation permet \u00e0 1 seule personne d'en r\u00e9aliser 100.<\/li>\r\n \t<li id=\"\"><strong id=\"\">vous g\u00e9n\u00e9rez des leads plus qualifi\u00e9s et chauds <\/strong>car vous leur permettez de mieux comprendre votre valeur.<\/li>\r\n<\/ul>\r\n<p id=\"\">C'est devenu tellement professionnel qu'on en a fait un m\u00e9tier : le Growth Outbound ! D\u00e9couvre de quoi il s'agit <a id=\"\" href=\"https:\/\/www.growthtalent.org\/ressources\/fiche-metier-growth-outbound\" target=\"_blank\" rel=\"noopener\">sur Growth.Talent<\/a> !<\/p>\r\n\u200d\r\n<h2 id=\"\">\u00c9tape 1 : r\u00e9cup\u00e9rer les bonnes informations<\/h2>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\">Au niveau de l'entreprise<\/h3>\r\n<p id=\"\">Vous avez probablement r\u00e9cup\u00e9r\u00e9 un certain nombre de leads, \u00e0 travers du scraping ou des campagnes inbound. Ici, <strong id=\"\">l'objectif est d'enrichir au maximum le CRM - contacts et entreprises - pour vous permettre de qualifier vos prospects<\/strong>.<\/p>\r\n<p id=\"\">C'est ce qu'on appelle g\u00e9n\u00e9ralement le lead scoring. Vous allez attribuer un certain nombre de points en fonction des caract\u00e9ristiques de l'entreprise cible : plus l'entreprise a de points, plus elle correspond \u00e0 votre prospect id\u00e9al.<\/p>\r\n<p id=\"\">Dans un premier temps, Gorgias utilise donc des data vendors, comme Clearbit ou StoreLeads, ou des data extractors, comme Apify, pour r\u00e9cup\u00e9rer la liste des marques ayant une boutique sur Shopify. Puis, elle va affiner son analyse en cherchant quel outil ou quelle technologie sont utilis\u00e9s par la cible.<\/p>\r\n<p id=\"\">Au-del\u00e0 d'\u00e9valuer le niveau de qualification du lead, celui permettra par la suite de pr\u00e9senter Gorgias sous le bon angle d'attaque. Par exemple : \"Saviez-vous que Gorgias s'int\u00e8gre avec Shopify et XXX. Vous \u00eates pile dans la cible !\". Vous avez compris le principe, m\u00eame si dans la r\u00e9alit\u00e9, le discours sera moins commercial.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\">Au niveau du contact<\/h3>\r\n<p id=\"\">Ensuite, Gorgias descend au niveau du contact et identifie les interlocuteurs les plus pertinents - les d\u00e9cisionnaires - en fonction des informations r\u00e9cup\u00e9r\u00e9es sur l'entreprise.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h2 id=\"\">\u00c9tape 2 : automatiser sa prospection<\/h2>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">\u00c0 l'origine, Gorgias avait choisi une approche manuelle :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">T\u00e9l\u00e9charger un CSV<\/li>\r\n \t<li id=\"\">Importer un CSV<\/li>\r\n \t<li id=\"\">L'int\u00e9grer dans une campagne d'oubtound<\/li>\r\n<\/ul>\r\n<p id=\"\"><strong id=\"\">Gorgias a proc\u00e9d\u00e9 en 3 temps pour automatiser ces \u00e9tapes <\/strong>:<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">Zapier, un outil d'automation que vous connaissez probablement<\/li>\r\n \t<li id=\"\">des outils quasiment no code plus avanc\u00e9s<\/li>\r\n \t<li id=\"\">du code<\/li>\r\n<\/ul>\r\n<p id=\"\">Si l'on prend l'exemple du premier niveau sur Zapier :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">d\u00e8s qu'on a r\u00e9cup\u00e9r\u00e9 une information sur l'entreprise, on cherche le contact<\/li>\r\n \t<li id=\"\">d\u00e8s que le contact est trouv\u00e9, on envoie les infos dans la bonne campagne outbound<\/li>\r\n<\/ul>\r\n<p id=\"\">Un point essentiel \u00e0 retenir : il faut accepter qu'il puisse y avoir une certaine marge d'erreur quand on automatise de gros volumes.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h2 id=\"\">\u00c9tape 3 : ajouter une dimension temporelle \u00e0 la prospection<\/h2>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">Pour une prospection encore plus personnalis\u00e9e, il est possible de scraper \u00e9galement des \u00e9v\u00e9nements - ou signaux d'achat. C'est ce qu'on appelle l'<strong id=\"\">event based marketing<\/strong> !<\/p>\r\n<p id=\"\"><strong id=\"\">Quelques exemples de signaux au niveau des entreprises<\/strong> :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">une entreprise qui vient de lever des fonds<\/li>\r\n \t<li id=\"\">une entreprise qui vient d'arr\u00eater son contrat chez un concurrent<\/li>\r\n \t<li id=\"\">une entreprise qui vient de commencer un free trial chez un concurrent<\/li>\r\n<\/ul>\r\n<p id=\"\"><strong id=\"\">Quelques exemples de signaux au niveau des contacts<\/strong> :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">un lead qui vient de visiter le site web<\/li>\r\n \t<li id=\"\">un lead qui a laiss\u00e9 un mauvais avis sur un concurrent<\/li>\r\n<\/ul>\r\n<p id=\"\">L'\u00e9v\u00e9nement d\u00e9clenche l'envoi de la campagne outbound. Le r\u00e9sultat peut ressembler \u00e0 \u00e7a - bien s\u00fbr, les balises { } sont remplac\u00e9es par les informations de l'entreprise ou du contact :<\/p>\r\n\r\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width: 1999px;\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1999px\">\r\n<div id=\"\"><img id=\"\" src=\"https:\/\/uploads-ssl.webflow.com\/611254555fa2707a2e39c087\/6177d6ab8291ba3e15bffda8_automation.png\" alt=\"prospection automatis\u00e9e\" width=\"auto\" height=\"auto\" \/><\/div><\/figure>\r\n<p id=\"\">C'est d'ailleurs que Sonia explique aux \u00e9tudiants de <a id=\"\" href=\"https:\/\/www.emil.school\/programmes\/marketing-and-data-automation\">la formation Marketing &amp; Data Automation<\/a> que nous avons con\u00e7ue ensemble.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h2 id=\"\">Quels outils utiliser pour automatiser sa g\u00e9n\u00e9ration de leads ?<\/h2>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">Le choix de vos outils d'automatisation est crucial :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\"><strong id=\"\">assurer l'alignement entre les \u00e9quipes growth, sales et tech<\/strong><\/li>\r\n \t<li id=\"\"><strong id=\"\">\u00e9viter de changer toute la stack au bout de 3 mois<\/strong><\/li>\r\n \t<li id=\"\"><strong id=\"\">consolider la data de toute l'entreprise<\/strong><\/li>\r\n<\/ul>\r\n<p id=\"\">Prenez donc le temps de pr\u00e9parer votre cahier des charges et ne tombez pas dans le pi\u00e8ge des outils populaires : il faut avant tout qu'ils soient adapt\u00e9s \u00e0 votre activit\u00e9.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\">Pour scraper les donn\u00e9es<\/h3>\r\n<p id=\"\">Il existe 3 m\u00e9thodes diff\u00e9rentes :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\"><strong id=\"\">les data vendors<\/strong>, ou vendeurs de donn\u00e9es, comme Clearbit, Dropcontact, Builtwith : il suffit de payer l'application et d'utiliser soit le front-end de l'outil soit int\u00e9grer le data vendor dans les workflows gr\u00e2ce aux API.<\/li>\r\n \t<li id=\"\"><strong id=\"\">les data extractors<\/strong>, ou extracteurs de donn\u00e9es, comme Phantom Buster, Apify ou Captain Data, qui permettent par exemple de scraper la donn\u00e9e de pages web en utilisant des scripts pr\u00e9con\u00e7us. Ils permettent donc de r\u00e9colter davantage de donn\u00e9es qu'avec la seule utilisation des data vendors.<\/li>\r\n \t<li id=\"\"><strong id=\"\">le code brut<\/strong>, qui consiste \u00e0 \u00e9crire ses propres scripts en JS ou en Python. Par exemple, Sonia r\u00e9cup\u00e9rait les avis laiss\u00e9s sur un store Shopify gr\u00e2ce \u00e0 du code brut.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\"> Focus Outil : Clearbit<\/strong><\/p>\r\n<p id=\"\">Clearbit est le leader de l'enrichissisment de data, r\u00e9put\u00e9 pour ses donn\u00e9es mises \u00e0 jour en continu. Vous pouvez l'utiliser pour trouver notamment des adresses emails, des profils LinkedIn, des noms de postes. Avec Clearbit, vous automatisez la qualification de vos leads, cr\u00e9ez des flux d'onboarding personnalis\u00e9s, identifiez les entreprises qui ont visit\u00e9 votre site web, transformez une simple adresse email en un prospect utilisable par l'outbound.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\">Pour stocker les donn\u00e9es<\/h3>\r\n<p id=\"\">Les entreprises utilisent g\u00e9n\u00e9ralement un CRM - Hubspot chez Gorgias, assorti d'une base de donn\u00e9es relationnelles comme Google BigQuery.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\"> Focus Outil : Hubspot<\/strong><\/p>\r\n<p id=\"\">Du marketing automation au CRM, en passant par la gestion des r\u00e9seaux sociaux ou aux analytics, Hubspot est un outil tout-en-un qui a d\u00e9j\u00e0 fait ses preuves.<\/p>\r\n<p id=\"\">Les avantages :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">propose de nombreuses int\u00e9grations natives, notamment avec Segment : vous n'avez donc pas besoin de savoir coder.<\/li>\r\n \t<li id=\"\">permet d'envoyer des campagnes d'emails segment\u00e9es et tr\u00e8s personnalis\u00e9es \u00e0 votre audience.<\/li>\r\n<\/ul>\r\n<p id=\"\">Les inconv\u00e9nients :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">plut\u00f4t adapt\u00e9 aux march\u00e9s B2B qui mettent en place de l'inbound marketing<\/li>\r\n \t<li id=\"\">un co\u00fbt \u00e9lev\u00e9<\/li>\r\n \t<li id=\"\">vous d\u00e9laissez la performance d'outils experts pour un outil qui les rassemble tous<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\">Pour segmenter et envoyer<\/h3>\r\n<p id=\"\">La donn\u00e9e passe d'abord par Zapier pour \u00eatre segment\u00e9e et int\u00e9gr\u00e9e dans les bonnes campagnes. Gorgias utilise ensuite des outils de prospection classiques comme Reply ou Outreach pour envoyer les emails.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\"> Focus Outil : Zapier<\/strong><\/p>\r\n<p id=\"\">Zapier est l'outil leader de l'automation qui permet de connecter tous vos outils sans savoir coder, m\u00eame si l'int\u00e9gration native n'existe pas. Par exemple, vous pouvez programmer un message Slack lorsqu'un nouveau client est sign\u00e9.<\/p>\r\n<p id=\"\">L'inconv\u00e9nient majeur de Zapier est son co\u00fbt. Le plan gratuit est limit\u00e9 \u00e0 100 actions par mois, rapidement atteintes, puis vous passez \u00e0 20 centimes par op\u00e9ration environ.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\">Pour analyser la data<\/h3>\r\n<p id=\"\">Afin de visualiser la data et de l'analyser pour prendre les bonnes d\u00e9cisions, <strong id=\"\">Sonia recommande de vous munir d'outil de Business Intelligence<\/strong>.<\/p>\r\n<p id=\"\">Gorgias synchronise la data via Segment dans la base de donn\u00e9es, puis envoie des requ\u00eates SQL gr\u00e2ce \u00e0 des applications comme Sisense ou Metabase.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\"> Focus Outil : Segment<\/strong><\/p>\r\n<p id=\"\">Segment est ce qu'on appelle un CDP - ou Customer Data Platform. Il s'occupe de centraliser les \u00e9v\u00e9nements li\u00e9s \u00e0 vos clients en se connectant \u00e0 bon nombre de vos outils. Les avantages :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">La possibilit\u00e9 de tester plusieurs outils en parall\u00e8le : par exemple, si vous h\u00e9sitez entre plusieurs outils d'emailing, Segment vous permet de vous int\u00e9grer \u00e0 plusieurs d'entre eux \u00e0 la fois. D\u00e8s que vous avez choisi celui qui vous convient, Segment importe les \u00e9v\u00e9nements et donn\u00e9es des applications que vous ne gardez pas.<\/li>\r\n \t<li id=\"\">Une vraie autonomie en tant que marketeur : Segment joue un peu le r\u00f4le d'un data engineer. Plut\u00f4t que de demander aux d\u00e9veloppeurs de connecter les APIs, Segment s'int\u00e8gre aux outils \u00e0 travers une interface simplissime.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">Pour conclure, ci-dessous un sch\u00e9ma qui donne un exemple de stack data possible :<\/p>\r\n\r\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width: 1894px;\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1894px\">\r\n<div id=\"\"><img id=\"\" src=\"https:\/\/uploads-ssl.webflow.com\/611254555fa2707a2e39c087\/6177d7adf413f6114c7fd6fa_data%20automation.png\" alt=\"automatiser sa g\u00e9n\u00e9ration de leads\" width=\"auto\" height=\"auto\" \/><\/div><\/figure>\r\n<p id=\"\">Et voil\u00e0, je vous ai partag\u00e9 la strat\u00e9gie de prospection automatis\u00e9e de Gorgias dans les grandes lignes. <a id=\"\" href=\"https:\/\/app.livestorm.co\/emil\/automation-growth?type=detailed\">Retrouvez-la ici au format vid\u00e9o<\/a>.<\/p>\r\n<p id=\"\">Vous pouvez aller encore plus loin avec le <a id=\"\" href=\"https:\/\/www.emil.school\/programmes\/marketing-and-data-automation\">programme Marketing &amp; Data Automation<\/a> que j'ai co-\u00e9crit avec Emil :<\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">construisez une vraie lead machine automatis\u00e9e<\/li>\r\n \t<li id=\"\">utilisez des m\u00e9thodes test\u00e9es et approuv\u00e9es par les plus belles startups europ\u00e9ennes : Gorgias, Payfit, 360Learning, Viibe...<\/li>\r\n \t<li id=\"\">retrouvez ensuite vos professeurs et votre promo sur Slack pour partager vos stacks et vos tactiques<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>","_contenu_de_larticle":"field_6412588b55814","titre_de_la_banniere":"","_titre_de_la_banniere":"field_6422eb732c237","paragraphe_de_la_banniere":"","_paragraphe_de_la_banniere":"field_6422ed834a968","intitule_du_bouton_de_la_banniere":"","_intitule_du_bouton_de_la_banniere":"field_6422ed934a969","lien_du_bouton_de_la_banniere":null,"_lien_du_bouton_de_la_banniere":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Automatiser sa prospection en 3 \u00e9tapes<\/title>\n<meta name=\"description\" content=\"Automatiser sa prospection permet de g\u00e9n\u00e9rer des leads de qualit\u00e9. 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