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Le lendemain, je re\u00e7ois un e-mail d\u2019un certain Marin qui m\u2019informe avoir remarqu\u00e9 que je recrute un.e charg\u00e9.e de communication. Il continue en soulignant que ce poste n\u00e9cessite des comp\u00e9tences sp\u00e9cifiques et qu\u2019il peut probablement m\u2019aider \u00e0 trouver la perle rare.\r\n\r\nNi une ni deux, je le contacte pour programmer un rendez-vous.\r\n\r\nCet email est un exemple typique d\u2019<strong>event based marketing<\/strong> : il entre en contact avec le prospect <strong>au bon moment avec le bon message<\/strong>. Cette m\u00e9thode peut aussi \u00eatre utilis\u00e9e pour entretenir le lien avec ses leads existants ou fid\u00e9liser ses clients.\r\n\r\nEt cela ne vous surprendra plus dans les articles d\u2019Emil : derri\u00e8re une bonne strat\u00e9gie d\u2019event-based marketing se cachent l\u2019utilisation de la data et la mise en place d\u2019automatisations.\r\n\r\n\u00c0 la fin de cet article, vous saurez engager des conversations impactantes avec vos audiences pour d\u00e9velopper votre chiffre d\u2019affaires.\r\n\r\n\u200d\r\n<h2>L\u2019event based marketing, la nouvelle m\u00e9thode qui fait mouche<\/h2>\r\n<h3>L\u2019event based marketing : un \u00e9v\u00e9nement + une action<\/h3>\r\nL'event based marketing est une <strong>technique de marketing automation<\/strong> gr\u00e2ce \u00e0 laquelle les utilisateurs, clients, prospects, re\u00e7oivent des communications directement li\u00e9es \u00e0 leur profil au moment o\u00f9 leurs actions (ou leur absence d\u2019actions) indique une intention d\u2019achat !\r\n\r\nPar exemple, si un visiteur du site clique sur un bouton, un envoi d\u2019email se d\u00e9clenche. Le clic repr\u00e9sente un <strong>\u00e9v\u00e9nement<\/strong> et l\u2019envoi d\u2019email une <strong>action<\/strong>.\r\n\r\nUn exemple plus pouss\u00e9 serait : \u201cau moment o\u00f9 un recruteur poste une offre d\u2019emploi (<strong>\u00e9v\u00e8nement<\/strong>), je lui envoie automatiquement un message LinkedIn pour lui proposer mes services de recruteur (<strong>action 1<\/strong>). S\u2019il (elle) ne me r\u00e9pond pas au bout de 3 jours, je lui envoie une relance par email (<strong>action 2<\/strong>).\u201d\r\n\r\n\u200d\r\n<h3>Le bon message au bon endroit au bon moment<\/h3>\r\nL'event based marketing ajoute donc une <strong>dimension temporelle<\/strong> au marketing, ce qui permet d\u2019entrer en contact avec votre audience au moment qui s\u2019y pr\u00eate le plus et d\u2019obtenir <strong>un meilleur taux de conversion<\/strong>.\r\n\r\nVos actions sont donc align\u00e9es avec le comportement et le cycle de vie de vos prospects ou de vos clients. On sait ainsi exactement o\u00f9 se trouve l\u2019utilisateur dans son parcours et comment construire un message extr\u00eamement pertinent et personnalis\u00e9.\r\n\r\nComme je le disais en introduction, les applications sont nombreuses. Par exemple, vous pouvez\r\n<ul>\r\n \t<li><strong>cibler une audience tr\u00e8s pr\u00e9cise<\/strong>, par exemple par pays. En utilisant un morceau de script sur votre site web, vous serez capable de conna\u00eetre la localisation de l\u2019adresse IP d\u2019un visiteur et de conclure qu\u2019il vient des \u00c9tats-Unis.<\/li>\r\n \t<li><strong>d\u00e9velopper la fid\u00e9lit\u00e9 de vos clients<\/strong>, en les f\u00e9licitant pour un palier qu\u2019ils ont atteint par exemple.<\/li>\r\n \t<li><strong>multiplier les conversions<\/strong>. Le timing est crucial en vente : vous avez 100 fois plus de chances de r\u00e9ussir \u00e0 contacter un lead si vous l\u2019appelez dans les 5 minutes suivant son entr\u00e9e dans le CRM. Et gr\u00e2ce \u00e0 l\u2019event based marketing, vous avez forc\u00e9ment le bon timing.<\/li>\r\n<\/ul>\r\n\u200d\r\n<h2>Des \u00e9v\u00e9nements et des actions pour battre le fer quand il est encore chaud<\/h2>\r\n<h3>Un \u00e9v\u00e9nement = une identit\u00e9 + un nom d\u2019\u00e9v\u00e9nement + des attributs<\/h3>\r\nLe mot \u201cevent\u201d doit probablement parler \u00e0 certains d\u2019entre vous. C\u2019est une fonctionnalit\u00e9 propos\u00e9e depuis longtemps par Google Analytics pour suivre le comportement d\u2019un utilisateur sur un site ou une application !\r\n\r\nDans notre cas, un \u00e9v\u00e9nement en event based marketing est l\u2019<strong>enregistrement d\u2019une occurrence d\u2019un comportement<\/strong>, sur votre site, votre application ou sur une solution tierce.\r\n\r\nIl est constitu\u00e9 de trois parties :\r\n<ol>\r\n \t<li>Une identit\u00e9 (ou un contact)<\/li>\r\n \t<li>Un nom d\u2019\u00e9v\u00e9nement unique, comme \u201cClic sur le bouton 1\u201d<\/li>\r\n \t<li>Des attributs stock\u00e9s dans l\u2019\u00e9v\u00e9nement, comme une date<\/li>\r\n<\/ol>\r\nEn d\u2019autres termes, on peut donc savoir ce qu\u2019il s\u2019est pass\u00e9, quand et qui en \u00e9tait l\u2019acteur.\r\n\r\n\u200d\r\n<h3>Le lieu de votre \u00e9v\u00e9nement impacte la fa\u00e7on dont vous r\u00e9cup\u00e9rez les donn\u00e9es<\/h3>\r\nPour r\u00e9cup\u00e9rer ces donn\u00e9es tout d\u00e9pend du lieu de l\u2019\u00e9v\u00e9nement :\r\n<ul>\r\n \t<li>sur un de vos outils, comme votre CRM : vous pouvez utiliser une fonctionnalit\u00e9 native de votre outil, une plateforme comme Zapier ou une connexion API. Nos professeurs vous montre comment connecter vos outils dans <a href=\"https:\/\/www.emil.school\/programmes\/marketing-and-data-automation\">notre formation Marketing &amp; Data Automation<\/a>.<\/li>\r\n \t<li>sur votre site ou votre application : dans ce cas, l\u2019utilisation de Google Analytics fera l\u2019affaire. On vous apprend comment faire dans <a href=\"https:\/\/www.emil.school\/programmes\/tracking-product-analytics\">notre formation Tracking &amp; Product Analytics<\/a>.<\/li>\r\n \t<li>sur un site tiers : si la l\u00e9gislation le permet, vous pouvez utiliser des m\u00e9thodes de scrapping. La premi\u00e8re peut sembler fastidieuse mais encore une fois, l<a href=\"https:\/\/www.emil.school\/programmes\/marketing-and-data-automation\">a formation Emil sur le marketing automation<\/a> vous donnera les cl\u00e9s pour y arriver.<\/li>\r\n<\/ul>\r\n\u200d\r\n<h3>Des actions pour engager sa cible<\/h3>\r\nQuand vous recevez l\u2019information qu\u2019un nouvel \u00e9v\u00e9nement s\u2019est produit, vous pouvez lancer l\u2019action de votre choix.\r\n\r\nPour certaines actions tr\u00e8s simples, vous pouvez encore une fois <strong>vous servir de votre CRM<\/strong>. Hubspot offre une fonctionnalit\u00e9 pour cr\u00e9er des sc\u00e9narios automatis\u00e9s : envoi d\u2019emails, t\u00e2che pour les commerciaux, notification Slack, ajout \u00e0 une audience publicitaire, les choix sont vari\u00e9s.\r\n\r\nMais pour g\u00e9n\u00e9rer des actions plus compl\u00e8tes, le <strong>no-code<\/strong> fait des merveilles. Phantom, Buster, Zapier, n8n, ces solutions utilisent toutes <a href=\"https:\/\/www.emil.school\/articles\/webhook\">les webhooks dont on vous parle dans cet article<\/a>. Pourtant, elles sont tr\u00e8s simples \u00e0 utiliser, m\u00eame pour les novices.\r\n\r\n\u200d\r\n<h2>Prospection, nurturing, fid\u00e9lisation : les cas d\u2019application de l\u2019event based marketing sont multiples<\/h2>\r\nJe vous partage ici <strong>quelques exemples d\u2019event based marketing<\/strong> mais laissez place avant tout \u00e0 votre cr\u00e9ativit\u00e9 !\r\n<h3>Pour de la prospection<\/h3>\r\nDes \u00e9v\u00e9nements qui d\u00e9clenchent l\u2019engagement dans une s\u00e9quence d\u2019emailing :\r\n<ul>\r\n \t<li>quand un prospect laisse un avis n\u00e9gatif sur un concurrent.<\/li>\r\n \t<li>quand le prospect laisse un avis sur un produit qui s\u2019int\u00e8gre avec le v\u00f4tre.<\/li>\r\n \t<li>Sonia, Growth Ops chez Gorgias, vous raconte comment elle a fait pour <a href=\"https:\/\/www.emil.school\/articles\/automatiser-sa-prospection\">automatiser sa prospection dans cet article<\/a> gr\u00e2ce \u00e0 l\u2019int\u00e9gration Shopify de Gorgias.<\/li>\r\n \t<li>quand un prospect l\u00e8ve des fonds.<\/li>\r\n \t<li>quand un prospect recrute.<\/li>\r\n \t<li>quand un prospect visite votre page tarifs.<\/li>\r\n<\/ul>\r\nD\u2019autres pistes :\r\n<ul>\r\n \t<li>Quand votre prospect t\u00e9l\u00e9charge un livre blanc, vous augmentez son score de chaleur.<\/li>\r\n \t<li>Quand un prospect visite votre site web, vous l\u2019int\u00e9grez dans une campagne LinkedIn de retargeting.<\/li>\r\n \t<li>Quand un prospect au stade de n\u00e9gociation ouvre votre devis, un commercial re\u00e7oit une notification pour l\u2019appeler.<\/li>\r\n \t<li>Quand votre prospect soumet un formulaire de d\u00e9mo, vous envoyez un message dans Slack.<\/li>\r\n<\/ul>\r\n\u200d\r\n<h3>Pour de la fid\u00e9lisation<\/h3>\r\nLe client doit avoir la sensation que vous \u00eates aux petits soins :\r\n<ul>\r\n \t<li>lorsque le client se connecte pour la premi\u00e8re fois sur la plateforme, il re\u00e7oit un email de bienvenue.<\/li>\r\n \t<li>quand votre client a utilis\u00e9 votre produit plus de 100 fois, vous l\u2019informez qu\u2019il vient de passer au statut VIP.<\/li>\r\n \t<li>quand un client est utilisateur depuis 11 mois, vous l\u2019appelez pour renouveler son contrat.<\/li>\r\n \t<li>quand un client change de poste, vous le f\u00e9licitez par email.<\/li>\r\n<\/ul>\r\nBref, vous l\u2019aurez compris, l\u2019event based marketing n\u2019est possible que gr\u00e2ce \u00e0 l\u2019automatisation. Et c\u2019est justement ce que vous enseigne la formation Marketing &amp; Data Automation d\u2019Emil.\r\n\r\nD\u2019ailleurs, Sonia, dont je vous parlais plus haut, y est professeur ! <a href=\"https:\/\/www.emil.school\/programmes\/marketing-and-data-automation\">Pour en savoir plus, c\u2019est ici<\/a> !\r\n\r\n\u200d","_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 v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019event-based marketing ou comment prospecter un lead quand il est chaud<\/title>\n<meta name=\"description\" content=\"Le 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