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WEBINAR
Marketing automation: comment intégrer le cross-canal et la
génération de leads à votre stratégie marketing
Bienvenue
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
§ Retour sur le rapport Econsultancy des Tendances Digitales 2020
§ Marketing automation et parcours client
§ Démonstration Marketo Engage
Agenda
© 2019 Adobe. All Rights Reserved.
Changing the World Through Digital Experiences
© 2019 Adobe. All Rights Reserved.
Unleashing Accelerating Powering
Creativity Digital
Businesses
Document
Productivity
© 2019 Adobe. All Rights Reserved.
Pas des produits
LES CONSOMMATEURS
ACHETENT DES EXPERIENCES
© 2019 Adobe. All Rights Reserved.
Les tendances digitales 2020
13 000 professionnels du marketing, de la publicité,
de l’e-commerce, de la création et de l’IT interrogés
© 2018 Adobe. All Rights Reserved.
L’Expérience client comme priorité
numéro 1 pour 2020 EUROPE
Italie
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
FRANCE
25%
22%
26%
Royaume-Uni
Allemagne
Scandinavie
24%
23%
16%
© 2018 Adobe. All Rights Reserved.
L'IA au service de l'optimisation et de la personnalisation
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
utilisent déjà l’IA ou
prévoient de l’utiliser
en 2020
47%
citent le ciblage et la
personnalisation parmi
leurs priorités de 2020
25%
positionnent le
marketing basé sur les
données comme leur
priorité absolue
10%
© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Les TendancesDigitales 2020
Inégalité digitale
S’adapter au
contexte client
Transformation
culturelle
2
34
L’IA permet aux Marketeurs
de se concentrer sur l’essentiel
5
1
La gestion des données des
clients définit notre avenir
digital
© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Relier le processus d’achat du client au processus de vente
S’INFORME EXPLORE COMPARE ACHÈTE
5-7
20-30
PROCESSUS COMMERCIAL
PROCESSUS D’ACHAT
17 mois & 150-200 points de contact
VENTES
7 mois
Personnes
impliquées
dans la
décision
d’achat
Personnes
contactées par la
Sales Team
Sources: Gartner, 2016; Harvard Business Review, 2017; Bizible, 2018
DÉMONSTRATION DE LA SOLUTION MARKETO ENGAGE
Adobe
© 2020 Adobe. All Rights Reserved.
Clients Marketo Engage
TECHNOLOGY FINANCIAL SERVICES MANUFACTURING &
DISTRIBUTION
HEALTHCARE MEDIA &
ENTERTAINMENT
EDUCATION TRAVEL AUTOMOTIVE COMMUNICATIONS &
INFRASTRUCTURE
AND MORE…
© 2019 Adobe. All Rights Reserved.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Nicolas Lambret
Adobe
QUESTIONS-RÉPONSES
Bérangère Marketing
Adobe
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
MARKETING TRANSACTIONNEL OU MARKETING DE PIPELINE
IMPULSION
Marketing Transactionnel
TRANSACTIONNEL CONSIDERE
Marketing de Pipeline
Secondes Jours Semaines Mois AnnéesMinutes
Indirect
Direct
B2B2C B2C
B2B2B B2B

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Marketing automation: comment intégrer le cross-canal et la génération de leads à votre stratégie

  • 1. WEBINAR Marketing automation: comment intégrer le cross-canal et la génération de leads à votre stratégie marketing Bienvenue
  • 2. © 2020 Adobe. All Rights Reserved. Adobe Confidential. § Retour sur le rapport Econsultancy des Tendances Digitales 2020 § Marketing automation et parcours client § Démonstration Marketo Engage Agenda
  • 3. © 2019 Adobe. All Rights Reserved. Changing the World Through Digital Experiences
  • 4. © 2019 Adobe. All Rights Reserved. Unleashing Accelerating Powering Creativity Digital Businesses Document Productivity
  • 5. © 2019 Adobe. All Rights Reserved. Pas des produits LES CONSOMMATEURS ACHETENT DES EXPERIENCES
  • 6. © 2019 Adobe. All Rights Reserved. Les tendances digitales 2020 13 000 professionnels du marketing, de la publicité, de l’e-commerce, de la création et de l’IT interrogés
  • 7. © 2018 Adobe. All Rights Reserved. L’Expérience client comme priorité numéro 1 pour 2020 EUROPE Italie © 2020 Adobe. All Rights Reserved. Adobe Confidential. FRANCE 25% 22% 26% Royaume-Uni Allemagne Scandinavie 24% 23% 16%
  • 8. © 2018 Adobe. All Rights Reserved. L'IA au service de l'optimisation et de la personnalisation © 2020 Adobe. All Rights Reserved. Adobe Confidential. utilisent déjà l’IA ou prévoient de l’utiliser en 2020 47% citent le ciblage et la personnalisation parmi leurs priorités de 2020 25% positionnent le marketing basé sur les données comme leur priorité absolue 10%
  • 9. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2020 Adobe. All Rights Reserved. Adobe Confidential. Les TendancesDigitales 2020 Inégalité digitale S’adapter au contexte client Transformation culturelle 2 34 L’IA permet aux Marketeurs de se concentrer sur l’essentiel 5 1 La gestion des données des clients définit notre avenir digital
  • 10. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Relier le processus d’achat du client au processus de vente S’INFORME EXPLORE COMPARE ACHÈTE 5-7 20-30 PROCESSUS COMMERCIAL PROCESSUS D’ACHAT 17 mois & 150-200 points de contact VENTES 7 mois Personnes impliquées dans la décision d’achat Personnes contactées par la Sales Team Sources: Gartner, 2016; Harvard Business Review, 2017; Bizible, 2018
  • 11. DÉMONSTRATION DE LA SOLUTION MARKETO ENGAGE Adobe
  • 12. © 2020 Adobe. All Rights Reserved. Clients Marketo Engage TECHNOLOGY FINANCIAL SERVICES MANUFACTURING & DISTRIBUTION HEALTHCARE MEDIA & ENTERTAINMENT EDUCATION TRAVEL AUTOMOTIVE COMMUNICATIONS & INFRASTRUCTURE AND MORE…
  • 13. © 2019 Adobe. All Rights Reserved.
  • 14. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Nicolas Lambret Adobe QUESTIONS-RÉPONSES Bérangère Marketing Adobe
  • 15.
  • 16. © 2020 Adobe. All Rights Reserved. Adobe Confidential. MARKETING TRANSACTIONNEL OU MARKETING DE PIPELINE IMPULSION Marketing Transactionnel TRANSACTIONNEL CONSIDERE Marketing de Pipeline Secondes Jours Semaines Mois AnnéesMinutes Indirect Direct B2B2C B2C B2B2B B2B