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10 conseils pour
acquérir des prospects
grands comptes de
hautes qualité
-
marketing@azalead.com
Flora Lafage, Lead Genera...
DÉCOUVREZ AU COURS DE CE
WEBINAR
• 10 conseils pour acquérir des
prospects grands comptes de
haute qualité
• Des outils te...
1 – IDENTIFIEZ VOS COMPTES CIBLES
• Etablir la liste nominative (named account)
• Identifier les bonnes filiales au sein d...
2 – ATTRIBUEZ VOS GRANDS COMPTES
• Attribuer de façon nominative vos prospects grands comptes à des
commerciaux dédiés :
•...
3 – QUALIFIEZ VOS GRANDS COMPTES
• INDISPENSABLE
• Définir l’organigramme et les
circuits de décision (décisionnaires,
sig...
4 – UTILISEZ LE CRM
• Intégrer les informations dans votre CRM :
• Lister tous les contacts
• Garder l’historique de la re...
5 – MAÎTRISEZ LE PROCESS D’ACHAT
INTERNE
• Référencement auprès des
achats
• Contrats en place ? Dates de
renouvellement ?...
6 – APPRÉHENDEZ L’ENVIRONNEMENT
DE VOS PROSPECTS
• Définir les besoins / manques
auxquels sont confrontés vos
prospects ?
...
7 – ENCERCLEZ VOS PROSPECT
• Intervention du Marketing
• Emailings ciblés sur les contacts de votre CRM
• Invitations peti...
8 – PERSONNALISEZ VOTRE
COMMUNICATION
• Adopter une approche sectorielle
• Contenus personnalisés
• Accueil personnalisé e...
9 – RÉUSSISSEZ VOTRE INTRODUCTION
• Contacter en PRIORITE le
décisionnaire
• Approche tactique pour chacun des
interlocute...
10 – METTEZ VOS GRANDS COMPTES
SOUS SURVEILLANCE
Questions & Réponses
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10 Conseils pour acquérir des prospects grands comptes de haute qualité

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Découvrez dans ce slideshare, les 10 conseils pour gagner en efficacité lorsque vous ciblez les Grands Comptes. Pour la majorité des conseils nous vous proposons une liste des derniers nouveaux outils adaptés à la prospection B2B.

Veröffentlicht in: Vertrieb
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10 Conseils pour acquérir des prospects grands comptes de haute qualité

  1. 1. 10 conseils pour acquérir des prospects grands comptes de hautes qualité - marketing@azalead.com Flora Lafage, Lead Generation Manager, Azalead Software
  2. 2. DÉCOUVREZ AU COURS DE CE WEBINAR • 10 conseils pour acquérir des prospects grands comptes de haute qualité • Des outils technologiques adaptés à la prospection B2B • Démonstration produit Azalead 2
  3. 3. 1 – IDENTIFIEZ VOS COMPTES CIBLES • Etablir la liste nominative (named account) • Identifier les bonnes filiales au sein de chaque organisation Les bons outils : Base de données (BvD info, Dun & Bradstreet …)
  4. 4. 2 – ATTRIBUEZ VOS GRANDS COMPTES • Attribuer de façon nominative vos prospects grands comptes à des commerciaux dédiés : • Attrait pour les cycles de vente longs • Capacité à mobiliser son réseau • Capacité à agir de façon proactive en amont des opportunités commerciales
  5. 5. 3 – QUALIFIEZ VOS GRANDS COMPTES • INDISPENSABLE • Définir l’organigramme et les circuits de décision (décisionnaires, signataires, influenceurs, utilisateurs ) • Qualifier les contacts : Nom, Fonction, Email Les bons outils : LinkedIn Sales Navigator, « Voilà Norbert »
  6. 6. 4 – UTILISEZ LE CRM • Intégrer les informations dans votre CRM : • Lister tous les contacts • Garder l’historique de la relation (archiver les emails et les appels des commerciaux) • Programmer des rappels & tâches (suivi sur les cycles de vente longs) • Archiver toutes les interactions de votre entreprise avec vos grands comptes (campagnes emails, ouvertures d’emails, support …) Les bons outils : tous les logiciels CRM
  7. 7. 5 – MAÎTRISEZ LE PROCESS D’ACHAT INTERNE • Référencement auprès des achats • Contrats en place ? Dates de renouvellement ? • Dates des appels d’offres • Conditions d’éligibilité (ancienneté, rentabilité, CA, localisation…) Les bons outils : Outils de veille (Intescia …)
  8. 8. 6 – APPRÉHENDEZ L’ENVIRONNEMENT DE VOS PROSPECTS • Définir les besoins / manques auxquels sont confrontés vos prospects ? • Collecter les informations pertinentes • Rester en veille pour agir de façon proactive Les bons outils : Alertes LinkedIn Sales Navigator, Follow Twitter, Pages LinkedIn, Blogs, Nominations (changement s de postes), MixData (alertes sur des entreprises)
  9. 9. 7 – ENCERCLEZ VOS PROSPECT • Intervention du Marketing • Emailings ciblés sur les contacts de votre CRM • Invitations petits déjeuners, webinars, … • Livres blancs … Les bons outils : ESP (Mailchimp …), Nurturing / Marketing Automation (Hubspot, Pardot, Eloqua …), Contenus
  10. 10. 8 – PERSONNALISEZ VOTRE COMMUNICATION • Adopter une approche sectorielle • Contenus personnalisés • Accueil personnalisé en fonction du secteur • Emailings segmentés • Evènements dédiés
  11. 11. 9 – RÉUSSISSEZ VOTRE INTRODUCTION • Contacter en PRIORITE le décisionnaire • Approche tactique pour chacun des interlocuteurs • Spécificité française TOP/DOWN • Faire jouer votre réseau Les bons outils : Email Hunter, inMails, Introductions Rés eaux sociaux pro (team link)
  12. 12. 10 – METTEZ VOS GRANDS COMPTES SOUS SURVEILLANCE
  13. 13. Questions & Réponses

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