{"id":6241,"date":"2023-05-03T16:09:31","date_gmt":"2023-05-03T20:09:31","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=6241"},"modified":"2024-03-18T16:49:26","modified_gmt":"2024-03-18T20:49:26","slug":"martech-differences-et-comparaison-des-plateformes-de-crm-et-de-marketing-par-courriel","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/fr\/blog\/martech-differences-et-comparaison-des-plateformes-de-crm-et-de-marketing-par-courriel\/","title":{"rendered":"MarTech : Diff\u00e9rences et Comparaison des plateformes de CRM et de Marketing par Courriel"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6241\" class=\"elementor elementor-6241 elementor-6233\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b3a207d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b3a207d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9669d49\" data-id=\"9669d49\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-059697f elementor-widget elementor-widget-text-editor\" data-id=\"059697f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Cet article r\u00e9pondra \u00e0 de nombreuses questions en ce qui concerne le choix des plateformes de CRM et de marketing par courriel que vous souhaitez int\u00e9grer \u00e0 votre entreprise, telles que :<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quel est l\u2019objectif de chaque plateforme d\u2019automatisation ?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quelle plateforme convient le mieux \u00e0 mon budget ?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quelles sont les caract\u00e9ristiques uniques de chaque plateforme MarTech ?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quels sont les avantages et d\u00e9savantages de chaque plateforme CRM ?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quelle plateforme CRM et email devrais-je utiliser pour mon entreprise ?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Comment tirer efficacement parti de chaque plateforme MarTech dans mon entreprise ?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Etc.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Au terme de la lecture de cet article, vous disposerez des connaissances et des informations fondamentales pour prendre la meilleure d\u00e9cision au moment de choisir la plateforme MarTech qui r\u00e9pondra aux besoins de votre entreprise.<\/span><\/p><h2>HubSpot<\/h2><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Qu&rsquo;est-ce que HubSpot ?<\/span><\/span><\/p><p><a href=\"https:\/\/www.hubspot.com\/\"><span style=\"font-weight: 400;\">HubSpot<\/span><\/a><span style=\"font-weight: 400;\"> est une puissante plateforme CRM qui simplifie de nombreux aspects d&rsquo;une entreprise en fournissant des outils sophistiqu\u00e9s, du marketing aux ventes, en passant par le service client. Il s&rsquo;agit d&rsquo;une plateforme tout-en-un qui renforce la coh\u00e9sion entre tous les d\u00e9partements d&rsquo;une entreprise. <\/span><\/p><p><span style=\"font-weight: 400;\">Consid\u00e9rant ses prouesses techniques pouss\u00e9es, cette plate-forme peut \u00eatre co\u00fbteuse, surtout si elle est achet\u00e9e dans son ensemble. Toutefois, les utilisateurs ont la possibilit\u00e9 d&rsquo;acheter une ou plusieurs fonctionnalit\u00e9s (appel\u00e9es \u00ab\u00a0hub\u00a0\u00bb) qui r\u00e9pondent au mieux aux besoins de leur entreprise. Par exemple, les offres group\u00e9es peuvent aller de 540$ USD par an pour l&rsquo;offre Starter \u00e0 19 200$ USD pour l&rsquo;offre Pro et 60 000$ USD pour l&rsquo;offre Entreprise. Par contre, les utilisateurs ont la possibilit\u00e9 de personnaliser leur offre et de regrouper des services. Chaque hub individuel peut varier consid\u00e9rablement en fonction des fonctionnalit\u00e9s que vous d\u00e9cidez d&rsquo;obtenir. Il est donc important de bien cibler les besoins de votre entreprise afin de maximiser les retours sur investissement.<\/span><\/p><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Quelles sont les fonctionalit\u00e9s d&rsquo;HubSpot ?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">HubSpot dispose d&rsquo;une vari\u00e9t\u00e9 d&rsquo;outils avanc\u00e9s qui permettent aux entreprises de les exploiter de diff\u00e9rentes mani\u00e8res, seuls ou ensemble. Par exemple, vous trouverez ci-dessous un aper\u00e7u de l&rsquo;anatomie des fonctionnalit\u00e9s de HubSpot :<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.hubspot.com\/pricing\/marketing?hubs_content=www.hubspot.com%2F&amp;hubs_content-cta=hsg-nav__link-active&amp;products=marketing-hub-starter_1&amp;term=annual\"><span style=\"font-weight: 400;\">Marketing Hub<\/span><\/a><span style=\"font-weight: 400;\">: Qui permet aux utilisateurs de cr\u00e9er des emails marketing, des pages de destination, des m\u00e9dias sociaux, des blogs, etc.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.hubspot.com\/pricing\/sales?hubs_content=www.hubspot.com%2F&amp;hubs_content-cta=hsg-nav__link-active&amp;products=sales-hub-starter_1&amp;term=annual\"><span style=\"font-weight: 400;\">Sales Hub<\/span><\/a><span style=\"font-weight: 400;\">: Qui emmagasine les informations sur les contacts, la planification des r\u00e9unions, le\u00a0 \u201cscoring\u201d des prospects, etc.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.hubspot.com\/pricing\/service?hubs_content=www.hubspot.com%2F&amp;hubs_content-cta=hsg-nav__link-active&amp;products=service-hub-starter_1&amp;term=annual\"><span style=\"font-weight: 400;\">Service Hub<\/span><\/a><span style=\"font-weight: 400;\">: Qui permet de cr\u00e9er des tickets, des emails d&rsquo;\u00e9quipe, des chats en direct, des formulaires d&rsquo;assistance personnalis\u00e9s, etc.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.hubspot.com\/pricing\/cms?hubs_content=www.hubspot.com%2F&amp;hubs_content-cta=hsg-nav__link-active&amp;products=cms-hub-starter_1&amp;term=annual\"><span style=\"font-weight: 400;\">CMS Hub<\/span><\/a><span style=\"font-weight: 400;\">: Qui permet l&rsquo;h\u00e9bergement de sites Web, la cr\u00e9ation de sites Web, le r\u00e9f\u00e9rencement, etc.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.hubspot.com\/pricing\/operations?hubs_content=www.hubspot.com%2F&amp;hubs_content-cta=hsg-nav__link-active&amp;products=operations-hub-starter_1&amp;term=annual\"><span style=\"font-weight: 400;\">Operations Hub<\/span><\/a><span style=\"font-weight: 400;\">: Qui permet la synchronisation des donn\u00e9es, les ensembles de donn\u00e9es, etc.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Chacune des cat\u00e9gories de HubSpot peut \u00eatre automatis\u00e9e pour une utilisation optimale. Par exemple, lors de l&rsquo;automatisation des ventes, les utilisateurs peuvent g\u00e9n\u00e9rer automatiquement des informations de contact et les r\u00e9pertorier, en plus de d\u00e9velopper automatiquement le pipeline des ventes. Autre exemple, les sp\u00e9cialistes du marketing peuvent programmer des campagnes de m\u00e9dias payants, comme Meta Ads ou Google Ads, et g\u00e9n\u00e9rer automatiquement des rapports de campagne. <\/span><\/p><p><span style=\"font-weight: 400;\">De plus, HubSpot a la capacit\u00e9 d&rsquo;int\u00e9grer des centaines d&rsquo;outils et d&rsquo;applications tiers. Le plus incroyable dans tout cela, c\u2019est que \u00e7a apporte de la flexibilit\u00e9 et accorde aux utilisateurs une gestion globale de tous leurs logiciels en une seule plateforme. Voici une br\u00e8ve liste d&rsquo;applications qui peuvent \u00eatre int\u00e9gr\u00e9es \u00e0 HubSpot :<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing par courriel\u00a0<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Vidyard, Sigstr, Seventh Sense<\/span><\/li><\/ul><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gestion de contrats<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">PandaDoc, Proposify, PSOhub<\/span><\/li><\/ul><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gestion de projets<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Teamwork, Asana, PSOhub<\/span><\/li><\/ul><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analyses et rapports<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Databox, Hotjar, Grow<\/span><\/li><\/ul><\/li><\/ul><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Quels sont les avantages et d\u00e9savantages d&rsquo;HubSpot ?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">Certains avantages sont :\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Plateforme tout-en-un<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Performant pour les compagnies B2B<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gestion int\u00e9gr\u00e9e de la relation clients (CRM)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Support technique pour les partenaires HubSpot<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Certains d\u00e9savantages sont : <\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Devient co\u00fbteux rapidement\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Faibles initiatives eCommerce<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Capacit\u00e9s de rapports limit\u00e9es<\/span><\/li><\/ul><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Comment tirer parti d\u2019HubSpot ?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">HubSpot peut \u00eatre exploit\u00e9 efficacement lorsqu&rsquo;il est utilis\u00e9 comme une plateforme tout-en-un, c&rsquo;est-\u00e0-dire en utilisant toutes les fonctionnalit\u00e9s de HubSpot de mani\u00e8re int\u00e9gr\u00e9e, car chaque hub se concentre sur un segment diff\u00e9rent du parcours du client. Mais le plus important reste d\u2019avoir une strat\u00e9gie claire et une acceptation des utilisateurs (vos employ\u00e9s), afin de pouvoir maximiser la puissance de cette technologie, \u00e0 travers des formations et des d\u00e9mos.<\/span><\/p><h2>Klaviyo<\/h2><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Qu\u2019est-ce que Klaviyo?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">Klaviyo est une plateforme de marketing par courriel et par SMS dot\u00e9e d&rsquo;un puissant outil d&rsquo;analyse et de profilage des clients, qui permet de mesurer les r\u00e9sultats au-del\u00e0 des simples clics et ouvertures. Elle est surtout utilis\u00e9e pour les automatisations de commerce \u00e9lectronique et les exp\u00e9riences personnalis\u00e9es, car elle permet de cr\u00e9er des segmentations et des flux de produits.<\/span><\/p><p><span style=\"font-weight: 400;\">Klaviyo reste une plateforme qui peut \u00eatre relativement dispendieuse car son co\u00fbt est bas\u00e9 sur votre nombre de contacts. Par exemple : <\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.klaviyo.com\/pricing?contacts=1001\"><span style=\"font-weight: 400;\">1,001 &#8211; 1,500 contacts<\/span><\/a><span style=\"font-weight: 400;\"> co\u00fbtent de 45$ \u00e0 60$ par mois<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.klaviyo.com\/pricing?contacts=10001\"><span style=\"font-weight: 400;\">10,001 &#8211; 10,500 contacts<\/span><\/a><span style=\"font-weight: 400;\">\u00a0 co\u00fbtent de 175$ \u00e0 190$ par mois<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.klaviyo.com\/pricing?contacts=50001\"><span style=\"font-weight: 400;\">50,001 &#8211; 55,000 contacts<\/span><\/a><span style=\"font-weight: 400;\"> co\u00fbtent de 790$ \u00e0 805$ par mois<\/span><\/li><\/ul><p><a href=\"https:\/\/www.klaviyo.com\/pricing?contacts=145001\"><span style=\"font-weight: 400;\">145,001 &#8211; 150,000 contacts<\/span><\/a><span style=\"font-weight: 400;\"> co\u00fbtent de 1,955$ \u00e0 1,970$ par mois<\/span><\/p><\/li><\/ul><p><span style=\"font-weight: 400;\">*La braquette inf\u00e9rieure concerne uniquement le service de marketing par courriel, et la braquette sup\u00e9rieure concerne \u00e0 la fois les services de marketing par courriel et par SMS.<\/span><\/p><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Quels sont les caract\u00e9ristiques de Klaviyo ?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">Klaviyo dispose de plusieurs outils majeurs tels que les campagnes de courriels, les s\u00e9quences automatis\u00e9es de courriels, les mod\u00e8les d&#8217;emails, les formulaires d&rsquo;inscription, les conversations SMS, les listes et segments, les profils, les analyses, les int\u00e9grations, et bien plus. <\/span><\/p><p><span style=\"font-weight: 400;\">Chacun de ces outils comporte \u00e9galement des fonctionnalit\u00e9s uniques permettant de cr\u00e9er des rapports granulaires et des exp\u00e9riences personnalis\u00e9es, telles que les blocs de donn\u00e9es dynamiques, la conception d&rsquo;e-mails par glisser-d\u00e9poser (drag and drop), les champs d&rsquo;activit\u00e9 personnalis\u00e9s, le suivi de site Web, le suivi en temps r\u00e9el, les tests A\/B, les importations de listes automatis\u00e9es, et bien plus encore. <\/span><\/p><p><span style=\"font-weight: 400;\">De plus, Klaviyo a la capacit\u00e9 d&rsquo;int\u00e9grer des centaines d&rsquo;outils et d&rsquo;applications tiers. C&rsquo;est tr\u00e8s pratique, car cela permet une flexibilit\u00e9 et une utilisation efficace de vos autres applications. Par exemple, des outils int\u00e9gr\u00e9s tels que Shopify, BigCommerce, Aftership, Lightspeed, Magento, WooCommerce, Opencart, Recurly, ReCharge, Facebook, et bien d&rsquo;autres. <\/span><\/p><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Quels sont les avantages et d\u00e9savantages de Klaviyo ?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">Certains avantages sont :<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Segmentation puissante<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Syst\u00e8me de tracking web tr\u00e8s fort<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Automatisations eCommerce efficaces<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Structure de flux et formulaires d&rsquo;inscription performants<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Interface facile d\u2019utilisation \u201cdrag and drop\u201d.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Certains d\u00e9savantages sont : <\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Plus faible pour les compagnies en B2B<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Moins recommand\u00e9 pour les petites entreprises<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Complexit\u00e9s techniques de la plateforme<\/span><\/li><\/ul><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Comment tirer parti de Klaviyo ?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">Klaviyo peut \u00eatre exploit\u00e9 efficacement lorsqu&rsquo;il est utilis\u00e9 \u00e0 des fins de commerce \u00e9lectronique, car il vous permet de cr\u00e9er une vari\u00e9t\u00e9 de flux et de s\u00e9quences tels que des s\u00e9ries de bienvenue, des abandons de paniers, des abandons de navigation, des reconqu\u00eates de clients, des s\u00e9ries d&rsquo;anniversaires, etc. afin de vous assurer que votre entreprise saisisse toutes les opportunit\u00e9s possibles. En outre, il est important de tirer parti des capacit\u00e9s d&rsquo;int\u00e9gration et des fonctions de personnalisation de Klaviyo.<\/span><\/p><h2>ActiveCampaign<\/h2><p><span style=\"text-decoration: underline;\">Qu&rsquo;est-ce qu&rsquo;ActiveCampaign ?<\/span><\/p><p><a href=\"https:\/\/www.activecampaign.com\/fr\"><span style=\"font-weight: 400;\">ActiveCampaign<\/span><\/a><span style=\"font-weight: 400;\"> est une plateforme de marketing automatis\u00e9 essentielle qui permet d\u2019approfondir votre relation avec vos prospects ainsi que\u00a0 vos clients \u00e0 chaque point de contact avec eux.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">ActiveCampaign est relativement abordable gr\u00e2ce \u00e0 sa structure forfaitaire bas\u00e9e sur le nombre de contacts d\u2019un compte. Par exemple :\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.activecampaign.com\/fr\/pricing\"><span style=\"font-weight: 400;\">1,000 contacts<\/span><\/a><span style=\"font-weight: 400;\"> co\u00fbtent entre 37$ et 193$ par mois<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.activecampaign.com\/fr\/pricing\"><span style=\"font-weight: 400;\">10,000 contacts<\/span><\/a><span style=\"font-weight: 400;\">\u00a0 co\u00fbtent entre 180$ et 440$ par mois<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.activecampaign.com\/fr\/pricing\"><span style=\"font-weight: 400;\">25,000 contacts<\/span><\/a><span style=\"font-weight: 400;\"> co\u00fbtent entre 297$ et 713$ par mois<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.activecampaign.com\/fr\/pricing\"><span style=\"font-weight: 400;\">100,000 contacts<\/span><\/a><span style=\"font-weight: 400;\"> co\u00fbtent 713$ par mois et plus<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">*La braquette inf\u00e9rieure concerne uniquement le service de marketing par courriel, et la braquette sup\u00e9rieure concerne \u00e0 la fois les services de marketing par courriel et par SMS.<\/span><\/p><p><span style=\"font-weight: 400;\">N\u00e9anmoins, la plateforme offre diff\u00e9rents ensembles de services tels que Marketing Suite, Sales Suite, et Platform &amp; Support. Chacune des suites comporte ses propres caract\u00e9ristiques et pr\u00e9f\u00e9rences vous permettant de choisir celle qui convient le mieux aux besoins pr\u00e9cis de votre entreprise. Par exemple, une compagnie de v\u00eatements pourrait choisir la suite Marketing Suite, un vendeur d\u2019automobiles choisirait la suite Sales Suite, et un dentiste choisirait la suite Platform &amp; Support. Nevertheless, there are different types of bundles such as Marketing Suite, Sales Suite, and Platform &amp; Support.<\/span><\/p><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Quelles sont les caract\u00e9ristiques d\u2019Active Campaign ?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">ActiveCampaign comporte plusieurs outils comme la gestion des contacts, les automatisations de campagnes (s\u00e9quences), les conversations en ligne (chat), les capacit\u00e9s d\u2019un site web ainsi que les rapports et int\u00e9grations. has many main tools such as contacts management, campaigns, automations (sequences), conversations (online chats), website capabilities, reports and integrations.<\/span><\/p><p><span style=\"font-weight: 400;\">Certaines caract\u00e9ristiques sont propres \u00e0 ActiveCampaign, telles que :<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.activecampaign.com\/fr\/machine-learning\"><span style=\"font-weight: 400;\">Actions pr\u00e9ventives<\/span><\/a><span style=\"font-weight: 400;\"> : En utilisant le machine learning, la plateforme synth\u00e9tise vos donn\u00e9es et d\u00e9veloppe des recommandations vous permettant de prendre de meilleures d\u00e9cisions.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.activecampaign.com\/omnichannel\"><span style=\"font-weight: 400;\">Integrations 3rd party<\/span><\/a><span style=\"font-weight: 400;\"> : Permets d\u2019implanter vos autres plateformes (Facebook, WordPress, Shopify, etc.) \u00e0 votre CRM. Avec plus de 800 int\u00e9grations, votre entreprise peut \u00eatre personnalis\u00e9e selon ses besoins uniques.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.activecampaign.com\/fr\/marketing-automation\"><span style=\"font-weight: 400;\">Automatisation<\/span><\/a><span style=\"font-weight: 400;\"> : Permets de cr\u00e9er du contenu personnalis\u00e9 pour vos utilisateurs \u00e0 chaque \u00e9tape de leur parcours client en d\u00e9veloppant des s\u00e9quences de courriels personnalis\u00e9s qui se d\u00e9clenchent selon les actions prises par les clients et les prospects.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.activecampaign.com\/fr\/platform\/inbox-extensions\"><span style=\"font-weight: 400;\">Extensions Chrome<\/span><\/a><span style=\"font-weight: 400;\">: Cet outil vous permet de constamment garder l\u2019oeil sur votre marketing et votre proc\u00e9d\u00e9 de ventes sans devoir quitter votre CRM.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">ActiveCampaign a plusieurs <\/span><a href=\"https:\/\/www.activecampaign.com\/fr\/platform\"><span style=\"font-weight: 400;\">autres caract\u00e9ristiques<\/span><\/a><span style=\"font-weight: 400;\"> qui peuvent \u00eatre b\u00e9n\u00e9fiques pour votre entreprise comme les partenaires, les applications mobiles, et bien plus.\u00a0<\/span><\/p><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Quels sont les avantages et d\u00e9savantages d\u2019ActiveCampaign?<\/span><\/span><\/p><p><span style=\"font-weight: 400;\">Les avantages sont :<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pipeline de vente et entonnoir de visualisation<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Envoi d\u2019automatisations et de campagnes courriel<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rassembler le tout en un seul programme<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offrir un aper\u00e7u d\u00e9taill\u00e9 de votre audience<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Les d\u00e9savantages sont :<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Incapacit\u00e9 \u00e0 envoyer des courriels rapides \u00e0 une liste\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Manque d\u2019efficacit\u00e9 et d\u2019intuitivit\u00e9 par rapport aux options de support<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Complexit\u00e9s techniques<\/span><\/li><\/ul><p><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Comment tirer parti d\u2019ActiveCampaign?<\/span><\/span><\/p><p><a href=\"https:\/\/www.activecampaign.com\/fr\"><span style=\"font-weight: 400;\">ActiveCampaign<\/span><\/a><span style=\"font-weight: 400;\"> peut \u00eatre grandement utile autant pour les entreprises B2B que B2C, particuli\u00e8rement pour le B2B. Avec son large \u00e9ventail de caract\u00e9ristiques, de vari\u00e9t\u00e9s et d&rsquo;opportunit\u00e9s pour les entreprises, les entreprises B2B peuvent garder le fil de leur proc\u00e9d\u00e9 de ventes tout en assurant que chaque point de contact est maximis\u00e9. Les entreprises B2C peuvent profiter d\u2019automatisations de commandes, par exemple, pour assurer que leurs utilisateurs sont rejoints au bon moment avec la bonne information. <\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">formes<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Manque de capacit\u00e9s techniques approfondies<\/span><\/li><\/ul><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-634ff5d elementor-widget elementor-widget-image\" data-id=\"634ff5d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"768\" src=\"https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2023\/05\/martech_comparaison-768x768.png\" class=\"attachment-medium_large size-medium_large wp-image-6283\" alt=\"\" srcset=\"https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2023\/05\/martech_comparaison-768x768.png 768w, https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2023\/05\/martech_comparaison-300x300.png 300w, https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2023\/05\/martech_comparaison-1024x1024.png 1024w, https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2023\/05\/martech_comparaison-150x150.png 150w, https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2023\/05\/martech_comparaison-1536x1536.png 1536w, https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2023\/05\/martech_comparaison-2048x2048.png 2048w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-042fb3e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"042fb3e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-637e59c\" data-id=\"637e59c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-345464a elementor-widget elementor-widget-text-editor\" data-id=\"345464a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Besoin d&rsquo;aide avec MarTech ?<\/h2><p><span style=\"font-weight: 400;\">Chez Pertinence Media, nous sommes une \u00e9quipe d&rsquo;experts en mati\u00e8re de CRM et d&rsquo;automatisation des e-mails. Nous aidons les entreprises comme la v\u00f4tre \u00e0 exploiter les plateformes MarTech afin de g\u00e9n\u00e9rer des leads et des revenus.\u00a0<\/span><\/p><p><a href=\"https:\/\/www.pertinencemedia.com\/en\/contact\/\"><span style=\"font-weight: 400;\">Contactez notre \u00e9quipe d\u2019experts d\u00e8s aujourd\u2019hui !<\/span><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Cet article r\u00e9pondra \u00e0 de nombreuses questions en ce qui concerne le choix des plateformes de CRM et de marketing par courriel que vous souhaitez int\u00e9grer \u00e0 votre entreprise, telles que : Quel est l\u2019objectif de chaque plateforme d\u2019automatisation ? Quelle plateforme convient le mieux \u00e0 mon budget ? Quelles sont les caract\u00e9ristiques uniques de [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":5294,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","osh_disable_topbar_sticky":"default","osh_disable_header_sticky":"default","osh_sticky_header_style":"default","osh_sticky_header_effect":"","osh_custom_sticky_logo":0,"osh_custom_retina_sticky_logo":0,"osh_custom_sticky_logo_height":0,"osh_background_color":"","osh_links_color":"","osh_links_hover_color":"","osh_links_active_color":"","osh_links_bg_color":"","osh_links_hover_bg_color":"","osh_links_active_bg_color":"","osh_menu_social_links_color":"","osh_menu_social_hover_links_color":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[423,467],"tags":[],"ppma_author":[538],"class_list":["post-6241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-commerce-electronique","category-marketing-par-courriel","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>MarTech : Diff\u00e9rences et Comparaison des plateformes de CRM et de Marketing par Courriel<\/title>\n<meta name=\"description\" content=\"Cet article r\u00e9pondra \u00e0 de nombreuses questions en ce qui concerne le choix des plateformes de CRM et de marketing par courriel que vous souhaitez int\u00e9grer\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pertinencemedia.com\/fr\/blog\/martech-differences-et-comparaison-des-plateformes-de-crm-et-de-marketing-par-courriel\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MarTech : Diff\u00e9rences et Comparaison des plateformes de CRM et de Marketing par Courriel\" \/>\n<meta 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