{"id":2087,"date":"2022-12-22T08:37:42","date_gmt":"2022-12-22T13:37:42","guid":{"rendered":"https:\/\/varibase.com\/blog\/?p=2087"},"modified":"2023-01-31T17:30:00","modified_gmt":"2023-01-31T22:30:00","slug":"5-declencheurs-efficaces-marketing-automation","status":"publish","type":"post","link":"https:\/\/varibase.com\/blog\/5-declencheurs-efficaces-marketing-automation\/","title":{"rendered":"5 d\u00e9clencheurs de marketing automation efficaces \u00e0 prioriser"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbHero Section\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb0|0px|0px|0|false|false\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbBlog\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb0|0px|7px|0px|false|false\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.19.4&Prime; background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb min_height=\u00a0\u00bb122px\u00a0\u00bb custom_margin=\u00a0\u00bb-78px|auto||auto||\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|0px|0px|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb40px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.19.4&Prime; text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb44px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1><span style=\"color: #000000;\"><\/span><\/h1>\n<h1><span style=\"color: #000000;\">5 d\u00e9clencheurs de marketing automation efficaces \u00e0 prioriser<\/span><span style=\"color: #000000;\"><\/span><\/h1>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_class=\u00a0\u00bb et_pb_row_fullwidth\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.5&Prime; width=\u00a0\u00bb100%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb\u00a0\u00bb width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb max_width=\u00a0\u00bb100%\u00a0\u00bb max_width_tablet=\u00a0\u00bb100%\u00a0\u00bb max_width_phone=\u00a0\u00bb\u00a0\u00bb max_width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_padding=\u00a0\u00bb||1px|||\u00a0\u00bb make_fullwidth=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_blurb image=\u00a0\u00bbhttps:\/\/varibase.com\/blog\/wp-content\/uploads\/2022\/12\/VAR-PHOTO-ARTICLE4-activation-trigger-automation-PILIER4.jpg\u00a0\u00bb content_max_width=\u00a0\u00bb800px\u00a0\u00bb admin_label=\u00a0\u00bbLe 11 f\u00e9vrier dernier Varibase a particip\u00e9 au Sommet Customer Journey qui avait lieu \u00e0 la grande biblioth\u00e8que nationale.\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4&Prime; header_font=\u00a0\u00bb||||||||\u00a0\u00bb body_font=\u00a0\u00bb||||||||\u00a0\u00bb body_font_size=\u00a0\u00bb32px\u00a0\u00bb custom_padding=\u00a0\u00bb||0px|||\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb border_color_all_image=\u00a0\u00bb#ffffff\u00a0\u00bb inline_fonts=\u00a0\u00bbCircular Book\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb44px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb0vw||1vw||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Le \u00ab\u00a0marketing automation\u00a0\u00bb offre un potentiel de d\u00e9veloppement d&rsquo;affaires consid\u00e9rable, en B2B comme en B2C, mais avec autant de d\u00e9clencheurs d&rsquo;\u00e9v\u00e9nements (trigger) possibles, lesquels sont les plus efficaces ?<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Voici, dans cet article, 5 d\u00e9clencheurs \u00e0 mettre en \u0153uvre en priorit\u00e9 pour automatiser votre marketing.<\/span><span style=\"color: #808080;\"><\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb44px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb0vw||0vw||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #000000;\">Commen\u00e7ons par un peu de contexte<\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Il y a de fortes chances que vous utilisiez d\u00e9j\u00e0 des sc\u00e9narios de marketing automation. <\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-size: 18px; color: #808080;\">Pour les mettre en place, vous avez surement commenc\u00e9 par <strong>lister les moments cl\u00e9s du parcours client <\/strong>que vous vouliez optimiser et automatiser. Vous avez surement cr\u00e9\u00e9 en amont une<strong> base de donn\u00e9es CRM<\/strong> ou un <a href=\"https:\/\/varibase.com\/blog\/5-etapes-cles-reussir-projet-datawarehouse\/\">entrep\u00f4t de donn\u00e9es<\/a><\/span><span style=\"font-size: 18px; color: #808080;\"> afin de pouvoir attribuer \u00e0 chaque contact toutes ses interactions marketing comme ses visites sur le site web, les informations qu&rsquo;il aura rempli dans un formulaire, etc&#8230;<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Mais au final avez-vous mis en place les d\u00e9clencheurs et les sc\u00e9narios les plus efficaces \u00e0 ne pas manquer? <\/span><span style=\"color: #808080;\">Voici notre s\u00e9lection des 5 d\u00e9clencheurs indispensables.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\">1. Le panier et la navigation abandonn\u00e9(e)<\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Commen\u00e7ons par le d\u00e9clencheur le plus populaire: le panier abandonn\u00e9. Il est clair qu&rsquo;avec 69% des paniers qui sont abandonn\u00e9s sur les sites de commerce \u00e9lectronique (Moosend 2022), il est important d\u2019avoir une solution.\u00a0<\/span><\/p>\n<h5 style=\"text-align: left;\"><span style=\"color: #808080;\">Un panier peut \u00eatre abandonn\u00e9 pour plusieurs raisons<\/span><\/h5>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Il arrive que le client se rende compte que l&rsquo;exp\u00e9dition est trop ch\u00e8re au moment de la confirmation. Parfois c&rsquo;est parce qu&rsquo;il change d\u2019avis, ou bien il ne souhaite pas cr\u00e9er un compte pour finaliser son achat. Mais, bien souvent, les sessions sont interrompues parce que le client lui-m\u00eame, est interrompu dans son processus. Dans ce cas, un rappel peut \u00eatre le bienvenu, pour lui permettre de terminer son achat dans un moment plus propice pour lui.<\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Peu importe les raisons de l\u2019abandon, une relance par courriel personnalis\u00e9, dans le cas de clients reconnus, ou bien un flux de reciblage pour les clients inconnus, vous permettra surement de conclure des ventes. Le courriel personnalis\u00e9 est \u00e0 privil\u00e9gier. En effet, avec une ligne de sujet personnalis\u00e9e le courriel peut \u00eatre ouvert 50% plus souvent que le m\u00eame courriel non personnalis\u00e9. La strat\u00e9gie de reciblage aussi gagne \u00e0 rappeler le produit que le client a abandonn\u00e9 et non pas un simplement la marque.<\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<h5 style=\"text-align: left;\"><span style=\"color: #808080;\">Il est important \u00e9galement de varier le contenu du message<\/span><\/h5>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">C&rsquo;est toujours une bonne id\u00e9e d&rsquo;avoir un workflow de panier abandonn\u00e9 pour votre site, et non pas simplement un seul courriel envoy\u00e9 une fois. En effet, avec trois communications envoy\u00e9es et une pause entre les envois on peut d\u00e9clencher jusqu\u2019\u00e0 69% plus de commandes.\u00a0<\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Pour varier le contenu, un premier courriel peut par exemple faire un simple rappel du panier. Un deuxi\u00e8me courriel peut fournir plus de d\u00e9tails ou mettre en avant les avantages des produits dans le panier. <\/span><span style=\"color: #808080; font-size: 18px;\">Finalement un troisi\u00e8me message peut offrir une r\u00e9duction ou encore rappeler au client que s\u2019il ajoute plus de produits au panier qu\u2019il a abandonn\u00e9, il pourrait avoir la livraison gratuite au-dessus d\u2019un certain seuil.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Enfin, n&rsquo;oubliez pas de rappeler au client comment il peut communiquer avec votre service client si jamais il a des questions sur le produit ou la commande. Il est \u00e9galement judicieux de stopper les messages de rappels d\u00e8s que le client compl\u00e8te sa commande. <\/span><span style=\"color: #808080; font-size: 18px;\">De cette fa\u00e7on, ce n\u2019est plus une simple sollicitation, mais un service d\u2019accompagnement \u00e0 l\u2019achat qui est bien per\u00e7u en plus d\u2019\u00eatre performant.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\">2. Le trigger d&rsquo;attrition et sc\u00e9nario de r\u00e9engagement<\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Les campagnes marketing de r\u00e9engagement (win Back) sont un excellent moyen pour les marques d&rsquo;augmenter leurs ventes et surtout de r\u00e9duire l\u2019attrition. <\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">L\u2019attrition est souvent une pr\u00e9occupation importante. Le d\u00e9bat entre co\u00fbt d&rsquo;acquisition et co\u00fbt de fid\u00e9lisation continuera surement, mais une chose est certaine: une strat\u00e9gie de r\u00e9engagement porte souvent fruit. Comment s\u2019y prendre? <\/span><\/p>\n<h5 style=\"text-align: left;\"><span style=\"color: #808080; text-align: left;\">Comprendre pourquoi les clients abandonnent votre marque<\/span><\/h5>\n<p style=\"text-align: left;\"><span style=\"color: #808080; text-align: left;\">Tout d&rsquo;abord, vous devez trouver les indicateurs pr\u00e9curseurs de l\u2019attrition (client qui ne visite plus le site, ou ne se connecte plus \u00e0 son compte, client qui augmente le d\u00e9lai entre deux achats). Ensuite vous devrez c<\/span><span style=\"color: #808080; font-size: 18px;\">ommuniquer avec le client sur les causes identifi\u00e9es (formation, incitatif, explication des b\u00e9n\u00e9fices ou autre.)<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Les campagnes de r\u00e9engagement, en plus de rappeler \u00e0 vos clients vos produits et services, occasionnent aussi des ventes ad-hoc, et font ainsi coup double pour les marques qui les adoptent.\u00a0 <\/span><span style=\"color: #808080;\"><\/span><span style=\"color: #808080;\">Globalement le taux d\u2019achat d\u2019un courriel de r\u00e9activation est de 2.13% , toutes industries confondues. (Kinsta 2022) <\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<h5 style=\"text-align: left;\"><span style=\"color: #808080;\">Pousser le bon contenu<\/span><\/h5>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Une fois que vous aurez d\u00e9termin\u00e9 le d\u00e9clencheur d&rsquo;attrition de vos clients (ex: pas d&rsquo;achat ou visite depuis x mois), il faudra pousser le bon contenu. Le lancement d\u2019un nouveau produit ou service est souvent un bon alibi pour communiquer avec les clients qui sont sur le d\u00e9part. Une offre commerciale sera aussi surement efficace mais un simple courriel \u201con s\u2019ennuie de vous\u201d sera d\u00e9j\u00e0 beaucoup mieux que de ne rien faire et perdre le contact avec votre client.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\">3. Les sc\u00e9narios Upsell et Cross-sell<\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">La vente incitative et la vente crois\u00e9e sont des types de communication qui peuvent tr\u00e8s bien s\u2019inscrire dans un programme d&rsquo;automatisation marketing. Lorsqu&rsquo;elles sont utilis\u00e9es conjointement les unes avec les autres, et s\u2019inscrivent dans une strat\u00e9gie syst\u00e9matique, elles pourraient potentiellement augmenter l&rsquo;efficacit\u00e9 de vos ventes jusqu\u2019\u00e0 30%! (Hubspot 2021)<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Il y a deux types principaux de communication utilis\u00e9s dans ce contexte:<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><i class=\"fa-solid fa-check\"><\/i> Un incitatif \u00e0 l\u2019achat, souvent sous forme d\u2019escompte pour l\u2019adoption d\u2019un produit qui fournit encore plus de valeur, ou remplace le produit initial<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><i class=\"fa-solid fa-check\"><\/i> En attirant l\u2019attention sur des produits et service compl\u00e9mentaires et connexes, avec ou sans escompte \u00e0 l\u2019achat.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Comme toute communication marketing, pour \u00eatre la plus efficace possible, il faut \u00e9videmment que la communication repose sur des donn\u00e9es pr\u00e9cises et en plus doit \u00eatre envoy\u00e9e au bon moment pour que le client soit encore dans son processus d\u2019achat. <\/span><\/p>\n<blockquote>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Comprendre le parcours client au sein de votre offre pourra vous permettre d&rsquo;\u00eatre plus pertinent et efficace dans vos sc\u00e9narios de upsell et cross-sell. Quels sont vos produits leader qui permettent l&rsquo;acquisition? Quels produits sont des passerelles pour naviguer vers le reste de votre offre? Gr\u00e2ce \u00e0 notre <a href=\"https:\/\/matchbot.ca\/\">Matchbot<\/a> nous pouvons vous donner ces r\u00e9ponses et vous permettre de trouver les bons d\u00e9clencheurs pour vos sc\u00e9narios d&rsquo;upsell et cross-sell.<\/span><\/p>\n<\/blockquote>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\">\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\">4. Le onboarding client<\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Au d\u00e9but d\u2019une relation client, comme pour tout d\u00e9but de relation, il y a une p\u00e9riode de temps pendant laquelle la communication est plus intense. En marketing aussi on parle souvent de lune de miel. Durant cette p\u00e9riode les clients sont plus r\u00e9ceptifs \u00e0 la pression marketing.<\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Nous avons trait\u00e9 le sujet des processus de onboarding client de mani\u00e8re plus approfondie, et nous vous invitons \u00e0 lire l\u2019article plus complet en <a href=\"https:\/\/varibase.com\/blog\/5-meilleures-pratiques-pour-reussir-onboarding-client\/\">cliquant ici<\/a>.<\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Pour r\u00e9sumer, il s\u2019agit de communiquer avec les nouveaux clients de fa\u00e7on personnelle et personnalis\u00e9e, de poser des questions, de les accompagner et leur donner la formation n\u00e9cessaire pour qu\u2019ils profitent pleinement de vos produits et services, et finalement le moment d\u2019\u00eatre \u00e0 l\u2019\u00e9coute et r\u00e9pondre \u00e0 leurs questionnements et commentaires.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\">5. Le trigger de fr\u00e9quence d&rsquo;achat et avis de r\u00e9approvisionnement<\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Selon le type de produits et services que vous offrez, vous pouvez parfois anticiper les besoins de vos clients. Si vous pouvez envoyer une communication juste avant que le besoin se manifeste, comme par exemple: juste avant la fin de l&rsquo;abonnement, juste avant qu\u2019il n\u2019y ait plus de produit dans la maison, vous pourrez fid\u00e9liser vos clients. En d\u00e9clenchant la communication au bon moment, vous \u00e9viterez \u00e0 vos clients d&rsquo;\u00eatre oblig\u00e9s de magasiner, et, qui sait, peut-\u00eatre changer de fournisseur. Ce genre de d\u00e9clencheur est particuli\u00e8rement utile en marketing automation tant en B2B qu&rsquo;en B2C. Par exemple lorsque les campagnes marketing invitent un client \u00e0 faire la r\u00e9vision de son automobile ou \u00e0 se r\u00e9approvisionner en caf\u00e9.<\/span><\/p>\n<h5 style=\"text-align: left;\"><span style=\"color: #808080;\"><strong>Tout se joue dans le temps<\/strong><\/span><\/h5>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Le plus important est que la communication arrive avant le prochain achat. Une fois l\u2019achat pass\u00e9, les chances d\u2019en d\u00e9clencher un autre imm\u00e9diatement sont beaucoup moins \u00e9lev\u00e9es. <\/span><span style=\"color: #808080;\">Au niveau du contenu, vous pouvez opter pour un message promotionnel mais il existe d&rsquo;autres type de messages. Par exemple, dans le cas d\u2019un r\u00e9abonnement, vous pouvez rappeler les b\u00e9n\u00e9fices du service au client. <\/span><\/p>\n<h5 style=\"text-align: left;\"><span style=\"color: #808080;\">Comment trouver le bon moment?<\/span><\/h5>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Pour un produit, il est pertinent de demander au d\u00e9but de la relation le volume d\u2019utilisation du produit, par exemple, combien de consommations de th\u00e9 par jour. <\/span><span style=\"color: #808080;\">Bien s\u00fbr, l\u2019information explicite, inventaire du c\u00f4t\u00e9 client, ou des indicateurs de consommation du produit, sont des indicateurs id\u00e9aux pour calculer le bon moment. Mais, si vous n\u2019avez pas d\u2019information d\u00e9clarative, vous devrez analyser les comportements des clients et construire un mod\u00e8le de consommation qui vous permettra de juger au mieux du bon moment pour cette communication. Vous pouvez am\u00e9liorer la performance de la communication en faisant des tests A\/B.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\">Un logiciel ou outil de marketing automation<\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Nous avons commenc\u00e9 cet article en nous disant que ce sont les processus de marketing qui sont importants, et de nous concentrer sur les m\u00e9caniques et d\u00e9clencheurs d&rsquo;un point de vue marketing. Cela \u00e9tant, nous avons d\u00e9cid\u00e9 d&rsquo;ajouter une recommandation, non pas pour un logiciel marketing automation sp\u00e9cifique, mais simplement pour recommander d&rsquo;en avoir un.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Nous avons d\u00e9j\u00e0 r\u00e9ussi \u00e0 mettre en place des flux de marketing automation B2B complexes, et des clubs de loyaut\u00e9 pour nos clients sans utiliser d&rsquo;outil particulier pour soutenir les efforts de marketing. Par contre, les logiciels de marketing automation permettent aujourd&rsquo;hui beaucoup de fonctionnalit\u00e9s qui vont faire gagner tellement de temps qu&rsquo;il faut se le dire, oui, on peut faire sans outil, mais est-ce qu&rsquo;on veut vraiment tout faire \u00e0 la mitaine?<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #000000;\">Pour finir, voici les points \u00e0 retenir<\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Il existe de nombreuses fa\u00e7ons de cr\u00e9er une strat\u00e9gie d&rsquo;automatisation marketing r\u00e9ussie. Bien s\u00fbr, votre industrie et les particularit\u00e9s des produits et services de votre marque en sugg\u00e8reront surement d\u2019autres, mais ce top 5 des d\u00e9clencheurs de communication marketing se pr\u00eatent \u00e0 presque toutes les situations. De plus, ils auront le plus grand impact positif sur le chiffre d\u2019affaires et la fid\u00e9lisation.<\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Si certains d\u00e9clencheurs comme la panier abandonn\u00e9 coule de source, d&rsquo;autres triggers d\u00e9couleront d&rsquo;une analyse des comportements de vos clients (fr\u00e9quence d&rsquo;achat, type de produit achet\u00e9, nombre de visites ou connexions au compte web, t\u00e9l\u00e9chargement de contenu, utilisation d&rsquo;un outil de simulation&#8230;). Il est important de rappeler que ces sc\u00e9narios font partie de votre strat\u00e9gie marketing.\u00a0 Il vous faudra \u00e9galement ajuster et analyser les r\u00e9sultats syst\u00e9matiquement, vous vous inscrirez alors dans un cycle d\u2019am\u00e9lioration continue de l\u2019efficacit\u00e9 et de rentabilit\u00e9 de vos communications.<\/span><br \/><span style=\"color: #808080;\"><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Du point de vue technique, il serait utile d&rsquo;avoir un logiciel d\u00e9di\u00e9 \u00e0 l&rsquo;automatisation du marketing pour consolider les activit\u00e9s de marketing et conserver les sc\u00e9narios marketing pr\u00e9con\u00e7us en un seul endroit pour consultation. Une plateforme de marketing automation permet entre autres de partager l&rsquo;information entre les \u00e9quipes marketing et les agences ou service marketing externe.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_divider _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb1vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb global_module=\u00a0\u00bb2157&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #000000;\">Et si nous avions confi\u00e9 cet article \u00e0 l&rsquo;intelligence artificielle?<\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">En prenant la d\u00e9cision d&rsquo;\u00e9crire des articles de blog au sujet de notre m\u00e9tier, nous nous sommes pos\u00e9s la question: Avec tous les nouveaux syst\u00e8mes d&rsquo;intelligence artificielle qui aujourd&rsquo;hui sont int\u00e9gr\u00e9s aux outils de r\u00e9daction de contenu, est-ce qu&rsquo;il y a encore de la place \u00e0 la cr\u00e9ation de contenu par des experts humains sur le sujet du marketing relationnel?<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Nous avons voulu comparer notre savoir-faire aux pouvoirs de recherche et r\u00e9daction d&rsquo;un engin \u00e9volu\u00e9 d&rsquo;intelligence artificielle et lui poser exactement la m\u00eame question.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Voici donc la version alternative de notre article, \u00e9crite par ChatGPT:<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||2px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbrgba(148,216,75,0.15)\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||20px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\">5 d\u00e9clencheurs efficaces de marketing automation pour un marketing num\u00e9rique plus performant<\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Par: Chat GPT <a href=\"https:\/\/openai.com\/\">OpenAI<\/a><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Voici cinq d\u00e9clencheurs de marketing automation qui peuvent \u00eatre utilis\u00e9s pour am\u00e9liorer les performances du marketing num\u00e9rique :<\/span><\/p>\n<ul>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\"><strong>Les formulaires de contact<\/strong> : les formulaires de contact peuvent \u00eatre utilis\u00e9s pour d\u00e9clencher des campagnes de marketing automation lorsqu&rsquo;un utilisateur remplit un formulaire en ligne. Par exemple, vous pouvez envoyer un email de bienvenue \u00e0 un nouveau prospect qui a rempli un formulaire de contact sur votre site Web.<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\"><strong>Les t\u00e9l\u00e9chargements de contenu<\/strong> : vous pouvez d\u00e9clencher une campagne de marketing automation lorsqu&rsquo;un utilisateur t\u00e9l\u00e9charge un contenu de votre site Web, comme un e-book ou un guide. Cela peut \u00eatre utilis\u00e9 pour envoyer des emails de suivi ou pour offrir des produits ou services connexes.<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\"><strong>Les achats en ligne<\/strong> : les achats en ligne peuvent \u00eatre utilis\u00e9s comme d\u00e9clencheur de marketing automation pour envoyer des emails de confirmation d&rsquo;achat, de remerciement ou de satisfaction.<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\"><strong>L&rsquo;abonnement \u00e0 une newsletter<\/strong> : l&rsquo;abonnement \u00e0 une newsletter peut \u00eatre utilis\u00e9 comme d\u00e9clencheur de marketing automation pour envoyer des emails de bienvenue et de suivi.<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\"><strong>Les \u00e9v\u00e9nements en ligne<\/strong> : les \u00e9v\u00e9nements en ligne, comme les webinaires ou les conf\u00e9rences en ligne, peuvent \u00eatre utilis\u00e9s comme d\u00e9clencheurs de marketing automation pour envoyer des emails de confirmation d&rsquo;inscription, de rappel et de suivi.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Il est important de noter que pour que ces d\u00e9clencheurs soient efficaces, ils doivent \u00eatre utilis\u00e9s de mani\u00e8re strat\u00e9gique et en ad\u00e9quation avec les objectifs de votre entreprise.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#6cbfa2&Prime; custom_margin=\u00a0\u00bb0px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#000000&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_cta title=\u00a0\u00bbNotre article vous a-t-il plu? Et celui cr\u00e9e par l&rsquo;intelligence artificielle? Avez-vous envie d&rsquo;en savoir plus?\u00a0\u00bb button_url=\u00a0\u00bb#contact\u00a0\u00bb button_text=\u00a0\u00bbContactez nos humains\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font_size=\u00a0\u00bb26px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb1px\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||2vw||true|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||||false|false\u00a0\u00bb link_option_url=\u00a0\u00bb#contact\u00a0\u00bb global_module=\u00a0\u00bb2152&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Pour consulter les experts de Varibase et discuter avec des vrais humains, communiquez avec nous<\/p>\n<p>[\/et_pb_cta][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#6cbfa2&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_cta title=\u00a0\u00bbVotre automatisation marketing est d\u00e9j\u00e0 enclench\u00e9e? \u00a0\u00bb button_url=\u00a0\u00bbhttps:\/\/varibase.com\/blog\/5-idees-pour-une-hyper-personnalisation-qui-fait-mouche\/\u00a0\u00bb button_text=\u00a0\u00bbProchain article : Hyper Personnalisation\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Pour maximiser sont impact, la personnalisation plus avanc\u00e9e n&rsquo;a pas d&rsquo;\u00e9gal. Comment personnaliser vos campagnes au maximum?<\/p>\n<p>[\/et_pb_cta][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbNewsletter Subscribe Section\u00a0\u00bb _builder_version=\u00a0\u00bb3.22.7&Prime; background_color=\u00a0\u00bb#6cbfa2&Prime; background_color_gradient_direction=\u00a0\u00bb90deg\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|21px|0px|false|false\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb global_module=\u00a0\u00bb673&Prime; saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb2_3,1_3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|0|0px|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb2_3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb40px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16&Prime; text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#000000&Prime; text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.2em\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#000000&Prime; header_2_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_font_size=\u00a0\u00bb38px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb1000px\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2>Soyez curieux !<\/h2>\n<p><span style=\"font-size: medium;\">Nous vous proposons r\u00e9guli\u00e8rement les meilleurs articles, livres blancs et infographies en lien avec le marketing relationnel, le parcours client, la donn\u00e9e et l&rsquo;analytique.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3&Prime; 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