{"id":25279,"date":"2016-12-13T18:31:38","date_gmt":"2016-12-13T18:31:38","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25279"},"modified":"2016-12-13T18:31:38","modified_gmt":"2016-12-13T18:31:38","slug":"sophie-callies-100-pages-ca-suffit","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/sophie-callies-100-pages-ca-suffit\/","title":{"rendered":"Sophie Callies : 100 pages, \u00e7a suffit !"},"content":{"rendered":"<p>Mon amie <strong>Sophie Callies<\/strong>, fondatrice de SO&rsquo;xperts, explique que le<em> Persona est l\u2019avenir de la segmentation<\/em> dans Marketing : 100 pages, \u00e7a suffit !<\/p>\n<p>Invent\u00e9s pour designer des produits par A. Cooper en 1998, les Personas sont maintenant de plus en plus utilis\u00e9s dans les domaines du marketing et du digital. Repr\u00e9sentations fictives de vos clients id\u00e9aux tout en reprenant quelques caract\u00e9ristiques saillantes de vos clients r\u00e9els, ils ont l\u2019avantage d\u2019\u00eatre centr\u00e9s sur les attentes et les comportements. Ces personnages imaginaires ont des pr\u00e9noms et des caract\u00e9ristiques sociales et psychologiques et ils sont bien pratiques pour prioriser des fonctionnalit\u00e9s, rendre vivantes des donn\u00e9es ou encore r\u00e9ussir son storytelling.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg\"><img data-attachment-id=\"25280\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/sophie-callies-100-pages-ca-suffit\/sophie-callies\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?fit=653%2C435\" data-orig-size=\"653,435\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Sophie Callies\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?fit=300%2C200\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?fit=653%2C435\" loading=\"lazy\" class=\"size-medium wp-image-25280 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?resize=300%2C200\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?resize=300%2C200 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?resize=600%2C400 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?w=653 653w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>R\u00e9cemment intervenue au sein d\u2019un industriel pour accompagner le lancement d\u2019objets connect\u00e9s, je me suis aper\u00e7ue \u00e0 quel point les segmentations traditionnelles \u00e9taient inutiles pour parler exp\u00e9riences clients. L\u2019entreprise avait segment\u00e9 son march\u00e9 en plus de 20 secteurs d\u2019activit\u00e9s regroup\u00e9s en 5 cat\u00e9gories. Une classification plus organisationnelle que marketing qui ne fournissait pas vraiment d\u2019insights pour construire des sc\u00e9narios d\u2019usage.<\/p>\n<p>Un premier travail a consist\u00e9 \u00e0 regrouper les clients selon leurs besoins sp\u00e9cifiques par rapport \u00e0 un produit (volume et technicit\u00e9 de leur processus industriel). Il est en ressorti 4 grands segments pour lesquels des focus groupes ont \u00e9t\u00e9 ensuite r\u00e9alis\u00e9s afin de sp\u00e9cifier les attentes et mieux d\u00e9finir les offres de l\u2019industriel.<\/p>\n<p>Mais s\u2019arr\u00eater l\u00e0 n\u2019aurait pas permis de construire les parcours clients, ni d\u2019imaginer des strat\u00e9gies marketing pertinentes. Au sein d\u2019un m\u00eame segment, un acheteur, un utilisateur m\u00e9tier, un d\u00e9cideur ou un technicien n\u2019ont pas les m\u00eames aspirations ni les m\u00eames interactions avec vous.<\/p>\n<p>Nous avons invent\u00e9 les individus correspondant \u00e0 ces profils et en les mixant avec les segments que nous en sommes arriv\u00e9s \u00e0 7 Personas diff\u00e9rents. Aupr\u00e8s desquels il a \u00e9t\u00e9 ensuite facile d\u2019imaginer des conversations, des objections, des arguments convaincants. Et surtout de ressentir de l\u2019empathie pour eux.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mon amie Sophie Callies, fondatrice de SO&rsquo;xperts, explique que le Persona est l\u2019avenir de la segmentation dans Marketing : 100 pages, \u00e7a suffit ! Invent\u00e9s pour designer des produits par A. Cooper en 1998, les Personas sont maintenant de plus en plus utilis\u00e9s dans les&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25280,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[151],"tags":[238,161],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sophie Callies : 100 pages, \u00e7a suffit ! - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/sophie-callies-100-pages-ca-suffit\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sophie Callies : 100 pages, \u00e7a suffit ! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Mon amie Sophie Callies, fondatrice de SO&rsquo;xperts, explique que le Persona est l\u2019avenir de la segmentation dans Marketing : 100 pages, \u00e7a suffit ! 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