{"id":1440,"date":"2015-03-31T09:21:00","date_gmt":"2015-03-31T08:21:00","guid":{"rendered":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/"},"modified":"2015-03-31T09:21:00","modified_gmt":"2015-03-31T08:21:00","slug":"atelier-tarmac-comment-segmenter-son-marche","status":"publish","type":"post","link":"https:\/\/www.inovallee.com\/en\/atelier-tarmac-comment-segmenter-son-marche\/","title":{"rendered":"Atelier Tarmac : comment segmenter son march\u00e9 ?"},"content":{"rendered":"
\n
<\/a><\/div>\n

\u00ab\u00a0Je ne comprends pas, on avait tout pour r\u00e9ussir\u00a0\u00bb… \u00ab\u00a0Sauf des clients\u00a0\u00bb ! <\/span>C’est avec un dessin humoristique sign\u00e9 Gabs que <\/span>Philippe Claveau<\/a>, formateur en marketing \/ vente et intervenant \u00e0 l’IAE de Grenoble, a donn\u00e9 le ton de l’atelier de ce jeudi 26 mars sur la \u00ab\u00a0segmentation clients\u00a0\u00bb, rappelant ainsi une \u00e9vidence : une start-up sans client ne peut d\u00e9coller, m\u00eame si son produit est le meilleur du monde ! <\/span>Et pour en trouver, il faut in\u00e9vitablement commencer par segmenter sa client\u00e8le, car conna\u00eetre ses clients et prospects permet de faire les bons choix en termes de mix marketing et de m\u00e9dia. Selon Philippe Claveau, la notion de segmentation est l\u00e0 pour apprendre \u00e0 doser son effort commercial et se demander qui va-t-on \u00ab\u00a0draguer\u00a0\u00bb en premier… <\/span>

<\/span>Apr\u00e8s un tour de table permettant de dresser un panel des clients des 7 start-upers pr\u00e9sents et d’ouvrir le champ \u00e0 d’autres segments potentiels, gr\u00e2ce au partage d’id\u00e9es des uns et des autres, <\/span>Philippe Claveau a expos\u00e9 les grandes lignes <\/span>th\u00e9oriques de la segmentation marketing : approche par les attentes ou par les stimuli, m\u00e9thode AIDA (Attention, Int\u00e9r\u00eat, D\u00e9sir, Action), m\u00e9thode RFM (R\u00e9cence, Fr\u00e9quence, Montant d’achat)… Philippe a d\u00e9poussi\u00e9r\u00e9 les diff\u00e9rentes approches, non sans humour. Il a \u00e9galement pr\u00e9sent\u00e9 quelques id\u00e9es pratico-pratiques pour faciliter cette segmentation, notamment avec la matrice effort \/ r\u00e9sultat, qui permet de mesurer les cibles que l’on peut influencer avec un minimum d’effort et un maximum de rentabilit\u00e9. <\/span>

<\/span><\/p>\n

<\/div>\n
<\/a><\/div>\n

Et pour terminer en beaut\u00e9, <\/span>Philippe a rappel\u00e9 que<\/span> pour pouvoir segmenter ses clients, il faut d\u00e9j\u00e0 commencer par r\u00e9cup\u00e9rer de la donn\u00e9e. Par exemple en achetant un fichier qualifi\u00e9 sur un salon professionnel, ou aupr\u00e8s d’organismes comme La Poste, Compass en B to B, Consodata en B to C, ou tout simplement en se constituant un CRM \u00e0 partir d’infos glan\u00e9es \u00e0 droite et \u00e0 gauche. Mais attention, dans tous les cas, n’oubliez pas de le d\u00e9clarer \u00e0 la CNIL, c’est obligatoire ! <\/span>Encore une <\/span>piq\u00fbre de rappel<\/span> qui a <\/span>fait le plus grand bien aux cr\u00e9ateurs pr\u00e9sents <\/span>m\u00eame si, <\/span>d’apr\u00e8s Philippe, <\/span>le marketing est <\/span>avant tout<\/span> une question de bon sens. Vous aussi vous voulez faire marcher vos neurones autour de ces questions marketing ? Inscrivez-vous vite au prochain atelier sur \u00ab\u00a0L’argumentaire commercial\u00a0\u00bb<\/a> qui se d\u00e9roulera le vendredi 3 avril \u00e0 11h30 !<\/span><\/div>","protected":false},"excerpt":{"rendered":"

\u00ab\u00a0Je ne comprends pas, on avait tout pour r\u00e9ussir\u00a0\u00bb… \u00ab\u00a0Sauf des clients\u00a0\u00bb ! C’est avec un dessin humoristique sign\u00e9 Gabs que Philippe Claveau, formateur en marketing \/ vente et intervenant \u00e0 l’IAE de Grenoble, a donn\u00e9 le ton de l’atelier de ce jeudi 26 mars sur la \u00ab\u00a0segmentation clients\u00a0\u00bb, rappelant ainsi une \u00e9vidence : une start-up […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,41,52],"tags":[],"class_list":["post-1440","post","type-post","status-publish","format-standard","hentry","category-reussir-son-lancement-commercial","category-entrepreneur-competences","category-optimiser-sa-communication-digitale"],"yoast_head":"\nAtelier Tarmac : comment segmenter son march\u00e9 ? - inovall\u00e9e<\/title>\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.inovallee.com\/en\/atelier-tarmac-comment-segmenter-son-marche\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Atelier Tarmac : comment segmenter son march\u00e9 ? - inovall\u00e9e\" \/>\n<meta property=\"og:description\" content=\"\u00ab\u00a0Je ne comprends pas, on avait tout pour r\u00e9ussir\u00a0\u00bb… \u00ab\u00a0Sauf des clients\u00a0\u00bb ! C’est avec un dessin humoristique sign\u00e9 Gabs que Philippe Claveau, formateur en marketing \/ vente et intervenant \u00e0 l’IAE de Grenoble, a donn\u00e9 le ton de l’atelier de ce jeudi 26 mars sur la \u00ab\u00a0segmentation clients\u00a0\u00bb, rappelant ainsi une \u00e9vidence : une start-up […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.inovallee.com\/en\/atelier-tarmac-comment-segmenter-son-marche\/\" \/>\n<meta property=\"og:site_name\" content=\"inovall\u00e9e\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/technopoleinovallee\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-03-31T08:21:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/1.bp.blogspot.com\/-4R-v-yNlOhU\/VRVBW35kwwI\/AAAAAAAAP-I\/mlXv6giL4os\/s1600\/IMG_7303.JPG\" \/>\n<meta name=\"author\" content=\"Inovallee\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@inovallee\" \/>\n<meta name=\"twitter:site\" content=\"@inovallee\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Inovallee\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/\"},\"author\":{\"name\":\"Inovallee\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#\\\/schema\\\/person\\\/a45b15518aad3111b2d61d257a3e023b\"},\"headline\":\"Atelier Tarmac : comment segmenter son march\u00e9 ?\",\"datePublished\":\"2015-03-31T08:21:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/\"},\"wordCount\":442,\"publisher\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/1.bp.blogspot.com\\\/-4R-v-yNlOhU\\\/VRVBW35kwwI\\\/AAAAAAAAP-I\\\/mlXv6giL4os\\\/s1600\\\/IMG_7303.JPG\",\"articleSection\":[\"Bizdev et acc\u00e8s au march\u00e9\",\"Entreprendre et d\u00e9velopper ses comp\u00e9tences\",\"Marketing \\\/ Communication \\\/ Webmarketing\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/\",\"url\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/\",\"name\":\"Atelier Tarmac : comment segmenter son march\u00e9 ? - inovall\u00e9e\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/1.bp.blogspot.com\\\/-4R-v-yNlOhU\\\/VRVBW35kwwI\\\/AAAAAAAAP-I\\\/mlXv6giL4os\\\/s1600\\\/IMG_7303.JPG\",\"datePublished\":\"2015-03-31T08:21:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/#primaryimage\",\"url\":\"http:\\\/\\\/1.bp.blogspot.com\\\/-4R-v-yNlOhU\\\/VRVBW35kwwI\\\/AAAAAAAAP-I\\\/mlXv6giL4os\\\/s1600\\\/IMG_7303.JPG\",\"contentUrl\":\"http:\\\/\\\/1.bp.blogspot.com\\\/-4R-v-yNlOhU\\\/VRVBW35kwwI\\\/AAAAAAAAP-I\\\/mlXv6giL4os\\\/s1600\\\/IMG_7303.JPG\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/atelier-tarmac-comment-segmenter-son-marche\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/www.inovallee.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Atelier Tarmac : comment segmenter son march\u00e9 ?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#website\",\"url\":\"https:\\\/\\\/www.inovallee.com\\\/\",\"name\":\"inovall\u00e9e technopole, Home to software & smart technologies\",\"description\":\"Home to software & smart technologies\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.inovallee.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#organization\",\"name\":\"inovall\u00e9e\",\"url\":\"https:\\\/\\\/www.inovallee.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.inovallee.com\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/inovallee_2022_GrenobleAlpes.png\",\"contentUrl\":\"https:\\\/\\\/www.inovallee.com\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/inovallee_2022_GrenobleAlpes.png\",\"width\":945,\"height\":369,\"caption\":\"inovall\u00e9e\"},\"image\":{\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/technopoleinovallee\\\/\",\"https:\\\/\\\/x.com\\\/inovallee\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/inovall-e\\\/\",\"https:\\\/\\\/www.youtube.com\\\/user\\\/inovallee?reload=9\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.inovallee.com\\\/#\\\/schema\\\/person\\\/a45b15518aad3111b2d61d257a3e023b\",\"name\":\"Inovallee\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Atelier Tarmac : comment segmenter son march\u00e9 ? - inovall\u00e9e","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.inovallee.com\/en\/atelier-tarmac-comment-segmenter-son-marche\/","og_locale":"en_GB","og_type":"article","og_title":"Atelier Tarmac : comment segmenter son march\u00e9 ? - inovall\u00e9e","og_description":"\u00ab\u00a0Je ne comprends pas, on avait tout pour r\u00e9ussir\u00a0\u00bb… \u00ab\u00a0Sauf des clients\u00a0\u00bb ! C’est avec un dessin humoristique sign\u00e9 Gabs que Philippe Claveau, formateur en marketing \/ vente et intervenant \u00e0 l’IAE de Grenoble, a donn\u00e9 le ton de l’atelier de ce jeudi 26 mars sur la \u00ab\u00a0segmentation clients\u00a0\u00bb, rappelant ainsi une \u00e9vidence : une start-up […]","og_url":"https:\/\/www.inovallee.com\/en\/atelier-tarmac-comment-segmenter-son-marche\/","og_site_name":"inovall\u00e9e","article_publisher":"https:\/\/www.facebook.com\/technopoleinovallee\/","article_published_time":"2015-03-31T08:21:00+00:00","og_image":[{"url":"http:\/\/1.bp.blogspot.com\/-4R-v-yNlOhU\/VRVBW35kwwI\/AAAAAAAAP-I\/mlXv6giL4os\/s1600\/IMG_7303.JPG","type":"","width":"","height":""}],"author":"Inovallee","twitter_card":"summary_large_image","twitter_creator":"@inovallee","twitter_site":"@inovallee","twitter_misc":{"Written by":"Inovallee","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/#article","isPartOf":{"@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/"},"author":{"name":"Inovallee","@id":"https:\/\/www.inovallee.com\/#\/schema\/person\/a45b15518aad3111b2d61d257a3e023b"},"headline":"Atelier Tarmac : comment segmenter son march\u00e9 ?","datePublished":"2015-03-31T08:21:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/"},"wordCount":442,"publisher":{"@id":"https:\/\/www.inovallee.com\/#organization"},"image":{"@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/#primaryimage"},"thumbnailUrl":"http:\/\/1.bp.blogspot.com\/-4R-v-yNlOhU\/VRVBW35kwwI\/AAAAAAAAP-I\/mlXv6giL4os\/s1600\/IMG_7303.JPG","articleSection":["Bizdev et acc\u00e8s au march\u00e9","Entreprendre et d\u00e9velopper ses comp\u00e9tences","Marketing \/ Communication \/ Webmarketing"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/","url":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/","name":"Atelier Tarmac : comment segmenter son march\u00e9 ? - inovall\u00e9e","isPartOf":{"@id":"https:\/\/www.inovallee.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/#primaryimage"},"image":{"@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/#primaryimage"},"thumbnailUrl":"http:\/\/1.bp.blogspot.com\/-4R-v-yNlOhU\/VRVBW35kwwI\/AAAAAAAAP-I\/mlXv6giL4os\/s1600\/IMG_7303.JPG","datePublished":"2015-03-31T08:21:00+00:00","breadcrumb":{"@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/#primaryimage","url":"http:\/\/1.bp.blogspot.com\/-4R-v-yNlOhU\/VRVBW35kwwI\/AAAAAAAAP-I\/mlXv6giL4os\/s1600\/IMG_7303.JPG","contentUrl":"http:\/\/1.bp.blogspot.com\/-4R-v-yNlOhU\/VRVBW35kwwI\/AAAAAAAAP-I\/mlXv6giL4os\/s1600\/IMG_7303.JPG"},{"@type":"BreadcrumbList","@id":"https:\/\/www.inovallee.com\/atelier-tarmac-comment-segmenter-son-marche\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/www.inovallee.com\/"},{"@type":"ListItem","position":2,"name":"Atelier Tarmac : comment segmenter son march\u00e9 ?"}]},{"@type":"WebSite","@id":"https:\/\/www.inovallee.com\/#website","url":"https:\/\/www.inovallee.com\/","name":"inovall\u00e9e technopole, Home to software & smart technologies","description":"Home to software & smart technologies","publisher":{"@id":"https:\/\/www.inovallee.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.inovallee.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.inovallee.com\/#organization","name":"inovall\u00e9e","url":"https:\/\/www.inovallee.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.inovallee.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.inovallee.com\/wp-content\/uploads\/2023\/08\/inovallee_2022_GrenobleAlpes.png","contentUrl":"https:\/\/www.inovallee.com\/wp-content\/uploads\/2023\/08\/inovallee_2022_GrenobleAlpes.png","width":945,"height":369,"caption":"inovall\u00e9e"},"image":{"@id":"https:\/\/www.inovallee.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/technopoleinovallee\/","https:\/\/x.com\/inovallee","https:\/\/www.linkedin.com\/company\/inovall-e\/","https:\/\/www.youtube.com\/user\/inovallee?reload=9"]},{"@type":"Person","@id":"https:\/\/www.inovallee.com\/#\/schema\/person\/a45b15518aad3111b2d61d257a3e023b","name":"Inovallee"}]}},"_links":{"self":[{"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/posts\/1440","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/comments?post=1440"}],"version-history":[{"count":0,"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/posts\/1440\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/media?parent=1440"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/categories?post=1440"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.inovallee.com\/en\/wp-json\/wp\/v2\/tags?post=1440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}