{"id":25507,"date":"2020-02-05T17:43:22","date_gmt":"2020-02-05T17:43:22","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=21136"},"modified":"2024-07-03T11:48:28","modified_gmt":"2024-07-03T11:48:28","slug":"leads-guide-adtech","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/sales\/prospecting\/leads-guide-adtech\/","title":{"rendered":"Trouver de meilleurs leads : le guide Adtech"},"content":{"rendered":"

Obtenir des leads sera toujours l’une des t\u00e2ches les plus importantes d’une entreprise commerciale.<\/p>\n

Ils constituent la base de votre pipeline et leur qualit\u00e9 conditionne le succ\u00e8s de votre entreprise.<\/p>\n

Cet article de blog va vous aider \u00e0 correctement interpr\u00e9ter les m\u00e9triques pertinentes lorsque vous g\u00e9n\u00e9rez des leads sp\u00e9cifiques \u00e0 l’industrie adtech.<\/p>\n

Vous pouvez \u00e9galement consulter notre checklist de prospection pour avoir la liste des choses \u00e0 pr\u00e9parer avant votre premier rendez-vous avec un prospect.<\/p>\n

\"Comment<\/a><\/p>\n

Performance de trafic & de site Web<\/h2>\n

Lorsque vous recherchez des leads, la premi\u00e8re chose \u00e0 \u00e9tudier est la quantit\u00e9 de trafic entrant sur le site du prospect.<\/p>\n

Cela vous permettra de comprendre l’enjeu commercial et la fa\u00e7on dont vous allez hi\u00e9rarchiser les prospects.<\/p>\n

Dans cet article de blog, nous allons prendre l’exemple du site de topshop.com et les performances r\u00e9alis\u00e9es pendant le Black Friday et le Cyber Monday.<\/p>\n

\"topshop.com<\/p>\n

Nous pouvons voir qu’ils ont re\u00e7u pr\u00e8s de 7,8 millions de visites au total en novembre, soit une augmentation d’un peu plus de 8% par rapport au mois pr\u00e9c\u00e9dent.<\/p>\n

Cela semble \u00eatre une tr\u00e8s bonne performance pour un Black Friday et un Cyber Monday, mais afin de faire de telles affirmations, il faut prendre en compte les performances des concurrents au sein de l’industrie.<\/p>\n

Nous allons donc \u00e9galement \u00e9tudier les sites de prettylittlething.com<\/a> et riverisland.com<\/a>.<\/p>\n

\"Nous<\/p>\n

prettylittlething.com a enregistr\u00e9 pr\u00e8s de 10,4 millions de visites au total, soit une augmentation de 15% en novembre par rapport \u00e0 octobre.<\/p>\n

\"How<\/p>\n

De son c\u00f4t\u00e9, riverisland.com a enregistr\u00e9 10,9 millions de visites au total, soit une augmentation de 26,6% par rapport au mois pr\u00e9c\u00e9dent.<\/p>\n

\"How<\/p>\n

En les comparant comme ci-dessus, le gagnant en termes de part de trafic en novembre \u00e9tait riverisland.com, mais la concurrence \u00e9tait n\u00e9anmoins forte.<\/p>\n

\"How<\/p>\n

Lorsque nous prenons en consid\u00e9ration les performances des sites Web, nous remarquons que, bien que riverisland.com ait effectivement re\u00e7u plus de trafic, pr\u00e8s de la moiti\u00e9 de ses visiteurs ont quitt\u00e9 le site apr\u00e8s avoir consult\u00e9 une seule page.<\/p>\n

Cela est probl\u00e9matique pour un site retail<\/em> car les utilisateurs doivent consulter plusieurs pages avant de conclure une transaction, et cela peut signaler d’autres probl\u00e8mes tels que la mise en correspondance des produits avec le profil du visiteur ou des probl\u00e8mes techniques li\u00e9s \u00e0 une mauvaise UX ou \u00e0 une optimisation du site.<\/p>\n

Si nous tenons compte des visites qui n’ont pas rebondi, nous remarquons qu’en r\u00e9alit\u00e9, prettylittlethng.com a enregistr\u00e9 plus de visites et de meilleures performances globales.<\/p>\n

Cela permet de mettre les choses en perspective lors de l’\u00e9valuation du trafic, des performances et de la croissance pendant des \u00e9v\u00e9nements cruciaux tels que le Black Friday et le Cyber Monday.<\/p>\n

Canaux Marketing<\/h2>\n

Pour vraiment comprendre la strat\u00e9gie marketing d’un site, il faut regarder quels canaux sont favoris\u00e9s et ceux qui sont \u00e0 la tra\u00eene, ce qui peut \u00e9galement vous donner une id\u00e9e sur ceux qui peuvent vous convenir.<\/p>\n

\"il<\/p>\n

Cet aper\u00e7u des canaux nous montre que riverisland.com a privil\u00e9gi\u00e9 le marketing payant dans le cadre de sa strat\u00e9gie en novembre.<\/p>\n

Mais en comparant topshop.com (notre lead initial) \u00e0 l’ensemble de l’industrie de la mode, nous pouvons voir dans le graphe ci-dessous qu’ils mettent principalement l’accent sur la recherche organique alors qu’ils devraient en r\u00e9alit\u00e9 pousser davantage la recherche payante afin de suivre les rep\u00e8res de l’industrie.<\/p>\n

\"How<\/p>\n

Si vous recherchez les leads qui ont essentiellement recours au trafic payant, t\u00e9l\u00e9chargez les listes de 100 prospects britanniques ou am\u00e9ricains ci-dessous.<\/p>\n

\"How<\/a><\/p>\n

Technologies<\/h2>\n

Analyser quelles technologies ils utilisent actuellement sur leur site nous donnera une bonne id\u00e9e de (1) avec qui ils travaillent et (2) comment s’articulent leurs d\u00e9penses publicitaires.<\/p>\n

Cela vous permettra de comprendre si vous pouvez leur convenir et vice versa.<\/p>\n

\"How<\/p>\n

Ici, nous avons une liste de toutes les technologies publicitaires que topshop.com utilise actuellement.<\/p>\n

Ils travaillent avec des fournisseurs de publicit\u00e9 sur r\u00e9seaux sociaux tels que Facebook, Twitter, Pinterest et Google, ce qui signifie que les r\u00e9seaux sociaux payants constituent un \u00e9l\u00e9ment important de leur strat\u00e9gie.<\/p>\n

R\u00e9partition de\u00a0l’acquisition d’utilisateurs<\/h2>\n

Comprendre d’o\u00f9 vient le trafic payant de votre prospect vous permettra de comprendre avec qui il travaille actuellement et la quantit\u00e9 de trafic qu’il re\u00e7oit de chaque fournisseur.<\/p>\n

Ce qui vous aidera \u00e0 personnaliser votre argumentaire de vente.<\/p>\n

\"Ce<\/p>\n

Awin g\u00e9n\u00e8re un peu plus de 80% du trafic de topshop.com, et Skimlinks 15% suppl\u00e9mentaires.<\/p>\n

Les deux sont des r\u00e9seaux mondiaux de marketing d’affiliation, ce qui sugg\u00e8re que le marketing d’affiliation est au c\u0153ur de leur strat\u00e9gie.<\/p>\n

Pitchez votre valeur ajout\u00e9e par rapport \u00e0 Awin et Skimlinks pour remporter cette entreprise.<\/p>\n

En conclusion<\/h2>\n

Une compr\u00e9hension approfondie de vos leads vous permettra de comprendre s’ils sont vraiment de bonne qualit\u00e9 et adapt\u00e9s \u00e0 votre entreprise, comment les hi\u00e9rarchiser et pr\u00e9parer une strat\u00e9gie pour les aborder.<\/p>\n

Pour plus d’informations sur la fa\u00e7on de proc\u00e9der gr\u00e2ce donn\u00e9es Similarweb, contactez-nous ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Obtenir des leads sera toujours l’une des t\u00e2ches les plus importantes d’une entreprise commerciale. Ils constituent la base de votre pipeline et leur qualit\u00e9 conditionne le succ\u00e8s de votre entreprise. Cet article de blog va vous aider \u00e0 correctement interpr\u00e9ter les m\u00e9triques pertinentes lorsque vous g\u00e9n\u00e9rez des leads sp\u00e9cifiques \u00e0 l’industrie adtech. Vous pouvez \u00e9galement […]<\/p>\n","protected":false},"author":78,"featured_media":30213,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6525,6511],"tags":[],"class_list":["post-25507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-prospecting","category-sales"],"acf":[],"yoast_head":"\nTrouver de meilleurs leads : le guide Adtech | Similarweb<\/title>\n<meta name=\"description\" content=\"Cet article de blog va vous aider \u00e0 correctement interpr\u00e9ter les m\u00e9triques pertinentes lorsque vous g\u00e9n\u00e9rez des leads sp\u00e9cifiques \u00e0 l\u2019industrie adtech.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/fr\/sales\/prospecting\/leads-guide-adtech\/\" 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