Como montar um site de vendas: selecionamos as ferramentas imprescindíveis

como montar uma loja virtual

*Artigo publicado originalmente em 10/09/2020

como montar um site de vendas

Nos últimos anos, o varejo online, outro nome dado para o conhecido comércio eletrônico, se tornou parte integrante da vida da maioria dos consumidores. Somente em 2020, o faturamento do e-commerce no Brasil alcançou um total de R$ 224,7 bilhões.

O número chama a atenção, verdade? Sua empresa não pode, portanto, perder uma fatia deste bolo apenas porque a criação de uma loja virtual parece intimidadora e confusa.

Não sabe como montar um site de vendas? Para ajudá-lo na tarefa, criamos este artigo com detalhes sobre as principais ferramentas para configurar e  gerenciar sua página.

Varejo físico: dicas para criar seu site de vendas

A ideia de criar uma plataforma de vendas online pode parecer intimidadora para os varejistas de lojas físicas, seja pela falta de familiaridade com os aspectos técnicos de criação e configuração de uma loja virtual ou pela falta de recursos para investir em hardware e software.

Mas é preciso levar em conta que um site de vendas online pode trazer vários benefícios, tais como:

  • A continuidade dos negócios em um ambiente de varejo cada vez mais digital, algo potencializado pela crise do coronavírus.
  • O aumento de pedidos de clientes novos ou já existentes nas proximidades.
  • Atender o mercado local com serviços de entrega próprios.

A boa notícia é que um software adequado pode reduzir o esforço na criação de uma loja virtual, tornando o processo simples e fácil. Além disso, existem várias opções de criação de sites gratuitas e de código aberto para escolher, caso seus recursos sejam limitados.

como criar site de vendas

Ferramentas tradicionais

Sistemas PDV para varejo: os softwares de ponto de venda (PDV) para varejo são a versão moderna da caixa registradora. Eles ajudam a processar pagamentos recebidos em várias modalidades, como dinheiro, cartão de crédito ou débito ou carteira virtual.

Se você ainda não usa um software de PDV, o diretório do Capterra e este artigo com opções gratuitas servirão como ponto de partida.

Software de contabilidade: softwares de contabilidade são basicamente versões digitais e automatizadas do livro-caixa de uma empresa. Eles ajudam os varejistas a controlar o faturamento, organizando as contas a receber, a pagar, etc.

Se a sua empresa ainda não usa um software de contabilidade, você pode começar visitando o diretório de programas desta categoria.

Ferramentas a serem adicionadas

Plataformas de E-Commerce

Plataformas de e-commerce ajudam a montar um site de vendas e a gerenciar as operações de varejo online. Normalmente, oferecem recursos como modelos de sites pré-configurados, lista de produtos, carrinho de compras, gerenciamento de catálogo, gestão de estoque e gestão de pedidos.

Este guia de compra traz as principais informações sobre o que as plataformas de e-commerce oferecem.

Squarespace print
Página para adicionar produtos a lojas virtuais do Squarespace (Fonte)

Para ir direto ao ponto e conferir as principais ferramentas de comércio eletrônico, visite o diretório do Capterra.

Software CRM

Softwares de gerenciamento de relacionamento com o cliente (CRM) ajudam os varejistas a gerenciar melhor as interações com os clientes, agilizando a comunicação em vários canais, como e-mails, mensagens, ligações telefônicas e redes sociais. Em geral, as ferramentas de CRM oferecem recursos como gestão de contatos e leads, acompanhamento das interações, calendário e armazenamento de documentos.

Este guia de compra traz informações detalhadas sobre os softwares CRM.

agilecrm print
Funcionalidade de criação de templates do Agile CRM (Fonte)

Se preferir ir direto ao ponto, veja o diretório de softwares CRM do Capterra.

Caso você não possa investir em uma nova ferramenta, confira nosso artigo com várias opções de softwares de CRM gratuitos e de código aberto.

Software de gerenciamento de serviços de campo

Os softwares de gerenciamento de serviços de campo auxiliam os varejistas a gerenciar a força de trabalho que atua fora do escritório. Para lojas de varejo online que atendem o mercado local, essas ferramentas são úteis para gerenciar os pedidos e garantir que os responsáveis pela entrega não percam tempo procurando o endereço do cliente. Essa categoria de softwares normalmente oferece recursos como gestão de expedição, gestão de pedidos, cobrança e faturamento.

Confira também nosso guia de compra que analisa em detalhe os softwares de gerenciamento de serviços de campo.

tasker print
Exemplo de planificação de rotas do Tasker (Fonte)

Se preferir, acesse diretamente o diretório de programas de gerenciamento de serviços de campo do Capterra e compare opções.

Outras ferramentas a serem consideradas

Sistemas de help desk

Os sistemas de help desk permitem que os varejistas respondam às consultas e dúvidas dos clientes, simplificando todas as solicitações recebidas por e-mail, telefone e pelo site em um único sistema de tíquetes. Geralmente, as ferramentas de help desk oferecem recursos como gestão da base de conhecimento, gestão de tíquetes e rastreamento de interações.

Este guia de compra detalha o funcionamento básico dos sistemas de help desk.

help scout print
Página para revisar reclamações de clientes do Help Scout (Fonte)

Você também conferir o diretório da categoria no Capterra.

Caso você não possa investir neste momento, este artigo traz diversas opções de sistemas de help desk gratuitos e open source.

Ferramentas de e-mail marketing

Os softwares de e-mail marketing auxiliam os varejistas a automatizarem seu trabalho de e-mail marketing e a se comunicarem com os clientes com mais frequência. Você pode usar a ferramenta para enviar newsletters, e-mails após cada compra ou quando um pedido é despachado. Em geral, os sistemas de e-mail marketing apresentam recursos como gerenciamento de listas, gestão de assinantes, campanhas por e-mail e modelos de e-mails.

Este guia de compra explica as ferramentas de e-mail marketing em detalhe.

mailchimp ferramentas para vendas online
Página para criar campanhas de e-mail marketing no Mailchimp (Fonte)

Para empresas que não podem investir em uma ferramenta de e-mail marketing agora, há diversas opções grátis no mercado.

Varejo online e multicanal: otimize sua operação com essas ferramentas

É provável que os varejistas online e omnichannel já tenham uma loja virtual, algum conhecimento técnico e um orçamento dedicado a esse setor. Aqui, portanto, a questão não seria tanto como montar um site de vendas, mas como melhorá-lo. 

Para estes, mudanças na loja virtual podem ser vistas como uma maneira de aprimoramento para atingir objetivos como:

  • Crescimento do negócio com investimento em novos produtos ou localidades.
  • Aquisição de novos clientes e melhoria da experiência dos já existentes.
  • Melhoria do serviço de entrega local e nacional com parceiros logísticos.

Esses objetivos são importantes para se manter competitivo no mercado em rápida evolução dos dias de hoje. Eles também se tornam essenciais para as operações em tempos de crise, como o distanciamento social da Covid-19, que fez dobrar o número de consumidores que afirmam fazer compras recorrentes online na comparação com o período pré-crise.

como montar uma loja virtual tradicionais virtual

Ferramentas tradicionais

Sistemas PDV: varejistas online e omnicanal precisam garantir que suas ferramentas de PDV aceitem pagamentos por meio de gateways online, como internet banking, carteiras virtuais e cartões de crédito e débito.

Plataformas de e-commerce: ao explorar sistemas e-commerce, tenha em mente as seguintes funcionalidades:

  • Recurso de gestão de estoque que atualiza automaticamente os registros de vendas das lojas virtuais e físicas.
  • Integração do software com o parceiro logístico, no caso de usar um serviço terceirizado para entregas.
  • Integração com softwares de gerenciamento de serviços de campo para permitir o uso de agentes internos de entrega.

Software de gerenciamento de serviços de campo: os softwares de gerenciamento de serviços de campo permitem que varejistas online entreguem bens e serviços a seus clientes. Eles são necessários apenas quando o varejista tem uma equipe interna de entrega, pois ajudam os entregadores a planejar a rota de entrega, bem como a encontrar o endereço dos clientes.

Sistemas de contabilidade: softwares de contabilidade funcionam praticamente da mesma maneira para as lojas físicas e as virtuais ou omnicanal. Porém, lembre-se de que a ferramenta selecionada deve ser integrada ao sistema PDV.

Software CRM: as principais plataformas de e-commerce também apresentam um CRM integrado. Entretanto, ferramentas de CRM autônomas podem oferecer vários recursos avançados, como:

  • Personalização automática de e-mails ou mensagens com base nas compras anteriores do cliente.
  • Coleta de dados demográficos para segmentação em grupos.
  • Relatórios para análise do histórico de compras dos clientes e identificação de tendências.

Sistemas de help desk: ao escolher uma ferramenta de help desk, certifique-se de que ela pode ser integrada aos sistemas de CRM e e-commerce. Isso reduzirá o tempo que os agentes de atendimento ao cliente gastam tratando de questões e dúvidas dos consumidores.

Ferramentas a serem adicionadas

Software de gestão de varejo

Os sistemas de gestão de varejo reúnem os recursos de várias ferramentas, como PDV, recursos humanos, marketing, comércio eletrônico e CRM em um único software. Eles ajudam os varejistas online e omnicanal a otimizar as operações e a compreender o comportamento do cliente. Algumas ferramentas de gestão de varejo também oferecem recursos como sugestão de vendas, que promovem up selling e cross selling de produtos adicionais durante o checkout do cliente.

Este guia de compra apresenta uma visão detalhada dos sistemas de gestão de varejo.

vendpos print
Gestão de inventário no VendPOS (Fonte)

Para conhecer opções de sistemas de gestão de varejo, visite o diretório do Capterra.

Se você não pode investir em uma ferramenta neste momento, há diversas opções grátis no mercado.

Ferramentas de automação de marketing

Ferramentas de automação de marketing auxiliam os varejistas a automatizar os processos de marketing, como rastreamento de clientes, publicação de conteúdo, segmentação de clientes e análise de marketing. Também ajudam a otimizar as operações de marketing com gestão das campanhas de marketing de ponta a ponta.

Este guia de compra traz informações detalhadas de tais sistemas.

marketo print
Exemplo de relatório de performance do Marketo (Fonte)

Se preferir, você pode ir diretamente ao diretório do Capterra para explorar as principais ferramentas de automação de marketing do mercado.

Software de experiência do cliente

Softwares de experiência do cliente permitem coletar, organizar e rastrear o feedback do cliente para que os agentes de atendimento ao consumidor possam fechar solicitações e consultas com mais eficiência. Esses sistemas ajudam a melhorar a experiência do cliente, a construir uma imagem de marca positiva e a aumentar a lucratividade. Normalmente, eles incluem recursos como gerenciamento de comentários, coleta de dados multicanal, análise de sentimentos e análise de dados preditiva.

Este guia de compra (em inglês) traz mais detalhes sobre como funcionam os softwares de experiência do cliente.

SmartKarrot ferramentas para vender online
Painel de experiência do consumidor do SmartKarrot (Fonte)

Outras ferramentas a serem consideradas

Software para vendas sociais

Os softwares para vendas sociais auxiliam os varejistas a criar envolvimento com os clientes e vender produtos por meio de redes sociais como Facebook, Twitter, Instagram e Pinterest. Essas ferramentas permitem anunciar nessas plataformas, responder a consultas dos clientes e compartilhar informações relacionadas ao produto com as comunidades online existentes. Os softwares para vendas sociais oferecem ainda recursos como envolvimento dos leads, indicadores de desempenho e gestão de conteúdo.

Este guia de compra (em inglês) apresenta os softwares para vendas sociais em detalhes.

sprout social como montar loja virtual
Calendário para publicação do Sprout Social (Fonte)

Ferramentas de fidelização e recompensas

Os sistemas de fidelização de clientes ajudam os varejistas a configurar e colocar em prática programas de fidelidade para recompensar clientes regulares e incentivá-los a voltar. As recompensas oferecidas incluem vales-presente, vouchers de desconto e cashback. Esses sistemas oferecem recursos como acompanhamento de atividades e gestão de recompensas.

Este guia de compra (em inglês) traz informações detalhadas sobre os sistemas de fidelização de clientes.

loyverse sprint
Página para editar perfil do consumidor no Loyverse (Fonte)

Como montar um site de vendas: a escolha  da ferramenta

Agora que você sabe de quais ferramentas precisa, veja uma pequena lista de considerações importantes para ter em mente na hora de escolher.

Requisitos de funcionalidades: o mercado oferece uma ampla gama de ferramentas em qualquer categoria, das mais básicas às mais avançadas. Antes de selecionar uma, verifique os recursos específicos de que você precisa e compare as opções disponíveis.

Orçamento: antes de iniciar sua jornada de compra de software, saiba exatamente quanto dinheiro você pode gastar para a compra e a implementação do sistema. Ao explorar as ferramentas, atenha-se a este orçamento e desconsidere as opções que estejam fora dele.

Implantação: com a implantação baseada na nuvem, o fornecedor cuida dos aspectos técnicos e da hospedagem, e os usuários só precisam fazer o login por meio de um navegador ou aplicativo para usar a ferramenta. Entretanto, se você tiver uma boa estrutura e recursos, também pode explorar softwares on premise, instalados nos servidores da empresa.

Se você tinha dúvidas sobre como montar um site de vendas, a partir destas dicas com certeza saberá como deixar sua loja totalmente operativa no meio online.

Busca sistemas PDV? Confira nosso catálogo!

Nota: Os softwares selecionados neste artigo são exemplos para mostrar  características em contexto. Eles foram selecionados a partir de uma filtragem de soluções com mais avaliações ou mais bem classificadas na página da sua respectiva categoria. Não se destinam a ser endossos ou recomendações das ferramentas em questão.

Turbine suas sessões de brainstorming usando um mapa mental

O que é mapa mental?

Os mapas mentais podem dar uma boa vantagem competitiva à sua empresa permitindo pivotar o negócio ou criar novos fluxos de receita.

O que é mapa mental?

O mapa mental (mind mapping, em inglês) pode ser a técnica de brainstorming que sua empresa precisa para encontrar soluções criativas em meio à pandemia. 

A partir dele, é possível transformar seu modelo de negócio, atender melhor as experiências virtuais dos clientes ou gerar novos fluxos de receita para manter sua empresa prosperando na economia cada vez mais digital.

Outra vantagem do mapeamento mental é permitir que os empreendedores deem um gás na sua própria criatividade, especialmente neste período de trabalho remoto. 

Segundo uma pesquisa do Capterra sobre a experiência das pequenas e médias empresas (PMEs) ao migrar para o digital durante a pandemia, 32% dos trabalhadores consideram a comunicação com os colegas como um desafio. Aí é onde os mapas mentais podem ser úteis, ajudando as equipes a liberarem sua criatividade

Quando equipes usam programas para criar mapas mentais colaborativos, excelentes resultados podem ser alcançados –em conjunto e a distância. 

Se você ainda está em dúvida sobre o que é mapa mental, neste artigo vamos compartilhar informações sobre a técnica e quais vantagens ela pode trazer para os donos de pequenas e médias empresas.

O que é um mapa mental?

Um mapa mental é uma ferramenta de brainstorming para ajudar a criar associação entre ideias. Esta técnica usa laços para representar as ideias principais, a partir das quais saem linhas que se ramificam em ideias relacionadas.

Os mapas mentais tornaram-se populares na década de 1970 graças a Tony Buzan, que estabeleceu as seguintes regras para o mapeamento mental (conteúdo em inglês):

  • Defina uma ideia central, como uma imagem, tópico ou palavra
  • Coloque uma ideia principal em cada ramo
  • Coloque subtópicos nos respectivos ramos secundários de cada ramo principal
  • Dê ênfase, quando necessário, e mostre claramente as associações
  • Use três ou mais cores
  • Use uma palavra-chave ou imagem por linha
  • Escreva todas as palavras com clareza (usando letras maiúsculas, por exemplo)
  • Deixe espaço para tópicos inesperados ou novas ideias
  • Deixe sua mente viajar
  • Desenvolva seu estilo pessoal de mapas mentais

Como criar um mapa mental?

Ao seguir as regras listadas acima, você pode criar um mapa mental usando papel e caneta, um quadro branco ou um software. 

Neste artigo, usou-se uma folha de papel para a criação de um mapa mental com as principais ideias que seriam inseridas no texto. Um software também foi utilizado para ajudar na tarefa.

Um exemplo sobre o que é mapa mental
Um exemplo de mapa mental criado em uma folha de papel

Embora o papel e a caneta possam ser muitos úteis, fica evidente a vantagem de softwares de mapeamento mental no momento de recriar uma versão online da estrutura.

Os programas para criar mapas mentais permitem que você modifique as anotações e corrija erros com mais facilidade. 

Além disso, com tais softwares, é fácil compartilhar seus mapas mentais digitais com colegas, de maneira simples, enviando um link. 

Muitos desses programas vêm com um modelo de mapa mental que permite criar conexões e laços sem ter que começar a projetar do zero. 

Quais são as vantagens dos mapas mentais para pequenas empresas?

Nas pequenas e médias empresas (PMEs), os mapas mentais são um excelente recurso de brainstorming para momentos de bloqueio criativo ou quando for necessária uma ajuda para encontrar soluções novas e criativas. Inclusive, o uso de outras ferramentas de inovação atrelado ao mapeamento mental pode ser um diferencial na sua rotina. 

Os mapas mentais:

  • Funcionam bem com equipes pequenas. Os grupos de brainstorming devem ser pequenos. Como PMEs já costumam trabalhar com equipes menores, os mapas mentais podem ser a ferramenta perfeita para usar na sua próxima sessão de brainstorming. Softwares de gestão de ideias também podem ajudá-lo nesse tipo de atividade.
  • Funcionam como uma ótima ferramenta de pesquisa da concorrência. Muitas vezes, as pequenas empresas possuem uma forte concorrência, e os mapas mentais podem ajudá-las a visualizar quem são seus concorrentes e quais características exclusivas de vendas eles oferecem e que você também pode adicionar à sua oferta de produtos ou serviços.
  • Podem dar mais clareza às funções internas. É comum em PMEs que o mesmo funcionário desempenhe funções variadas. Usando um mapa mental, você pode fazer um trabalho conjunto com o time para definir e delinear com mais clareza as tarefas que devem ser priorizadas e focar naquilo que realmente agrega valor ao seu negócio.
  • Ajudam na memória e aprendizagem, o que melhora os processos de planejamento e preparação para o futuro. Funcionários inteligentes, inovadores e que encontram soluções para problemas são essenciais em pequenas empresas, onde as pessoas executam várias tarefas ou trabalham em equipes enxutas, mas com muitas responsabilidades. Por ser visual, o mapa mental fixa melhor na memória quando as pessoas o usam como uma ferramenta de exploração de ideias. Isso pode ser benéfico se você criar um mapa mental quando estiver fazendo a análise final de um projeto, ajudando a garantir que seus funcionários possam aprender com os erros do passado e aplicar os novos conhecimentos a problemas no futuro. Assim, sua empresa aumenta a capacidade para atender melhor os clientes.
  • Possibilitam soluções novas e exclusivas, que podem ajudar a transformar seu negócio. As pequenas empresas podem ser especialmente suscetíveis a grandes flutuações econômicas, como visto no caso da pandemia atual do coronavírus. Portanto, ser capaz de se adaptar rapidamente é importante. Com um mapa mental, você pode usar imagens, ícones ou outros recursos visuais para estimular novos pensamentos e ideias que são mais difíceis de alcançar com o brainstorming baseado apenas em texto.

 OUTRAS FERRAMENTAS DE VISUALIZAÇÃO

O que os mapas mentais têm de diferente em relação a outras técnicas de visualização?

Mapa conceitual: esta técnica está mais relacionada a tópicos complexos do que o mapeamento mental. O mapeamento conceitual mostra a relação dos componentes de um conceito específico –como a ciência por trás de cozinhar alimentos– em vez de permitir a livre associação de ideias.

Diagrama de aranha: um mapa mental é, na verdade, um tipo de diagrama de aranha. Ou seja, ele inclui uma ideia principal com vários subtópicos saindo dela, lembrando as pernas de uma aranha.

Em tempos de incerteza, não subestime o poder do pensamento criativo

Os mapas mentais podem ser uma ferramenta poderosa para soltar a criatividade e desbloquear novos padrões de pensamento. 

Muitas vezes, eles são uma opção deixada de lado para a criação de valor para o seu negócio, mas podem ser uma ótima ferramenta levando em conta que as empresas precisam mais do que nunca de soluções criativas para gerar boas experiências virtuais para seus clientes durante a pandemia. 

As empresas que têm mais flexibilidade e se adaptam com facilidade aumentam as chances de sobreviver e prosperar em períodos de incertezas, especialmente aquelas que investem em tecnologia e soluções digitais.

Escrever em lousas digitais [colocar link] ou em folhas de papel pode ter funcionado até 2019, mas a verdade é que temos que nos adaptar cada vez mais a um ambiente digital. Portanto, dispor de um programa para criar mapas mentais pode ser crucial, pois o número de pessoas trabalhando remotamente deve aumentar em 2021. 

Programas para criação de mapas mentais permitem que você compartilhe ideias de maneira instantânea com seus colegas de trabalho. Além disso, são mais úteis do que o esquema manual, porque você pode facilmente –e literalmente– mover ideias ou editá-las em vez de rabiscar ou começar de novo.

Busca programas para criar mapa mental? Confira nosso catálogo!

Free business plan template for startups

business plan template for startups

business plan template for startups

From Brexit to COVID-19 and everything in between, trying to start a new business in 2021 might feel a bit like trying to build a sailboat while treading water in the middle of a squall at sea. 

But just because the past several years have been tumultuous doesn’t mean that the world should hunker down to safely ride out the storm. Life goes on, and the path forward includes the emergence of businesses such as yours. 

To navigate these rough waters, though, it’s important to have a sound plan in place as you start your new business. In this article, we’ll help you create a business plan for your startup. 

In this article:

  • Why do you need a business plan for your startup?
  • A business plan template for startups
  • Next steps for startups

Why do you need a business plan for your startup?

A business plan is an outline that can be used as evidence to secure loans and financial backing from investors.

Beyond just helping you secure funding for your business, a business plan can also help:

  • Organise your ideas
  • Uncover gaps in your plan
  • Lay out a clear strategy that you can refer back to
  • Track your progress

While a sound business plan is essential for setting your business off on the right foot, there’s a lot more you can do before you open shop to set yourself up for success. After the business plan template for startups, we’ll go over six tips for new business owners.

A business plan template for startups

This template is based on information provided by the British Business Bank.

Click here to download the full business plan template for startups.

a business plan template for startups in the UK

Next steps for startups

Once you have your business plan in place, you’re off to a great start. But there is still plenty to do before you open your doors to customers. 

Follow these tips to keep moving in the right direction: 

  1. Register your business

Do you want to launch as a sole trader, a limited company, or a partnership?

You’ll need to decide, and each option has its own advantages and disadvantages.

As a sole trader, you’ll have the most freedom and the simplest setup, but also the most personal accountability and liability if your business loses money. This is a good option if you’ll be personally overseeing all aspects of your business and if you have a fairly low risk business plan. Here’s more information on how to set up as a sole trader.

As a limited company, you’ll have a layer of protection between your personal finances and your business finances, but you’ll also have more responsibilities as a company director. If you choose this option, it’s highly recommended that you hire a professional accountant. Here’s a step-by-step guide on setting up as a limited company.

If you’re setting up a company with a 50/50 partner, you should establish a partnership. This will ensure that all profits, taxes, and debts will be equally divided between you and your business partner. Here’s a brief guide on how to set up your business partnership.

These are some of the most common types of businesses, but there are additional considerations if you will be selling goods online, importing and/or exporting, collecting personal data, running your business from your home, and hiring help.

2. Check the rules for your business

Whether you’re opening a pub or a web design agency, there are unique variables for your business. For example, you may need a special licence for the type of business you’re planning to start. Use this tool from gov.UK to find out which licences you might need to apply for before opening shop.

license finder for startup
The new business Licence Finder tool from gov.UK (Source)

It’s impossible to go over every rule for every type of business here, so once you know what type of enterprise you hope to launch, it may be helpful to talk to a lawyer or trusted adviser in that field to get the lay of the land.

3. Build your financial foundation

Whether you’re launching a sole tradership or a limited company, you need a solid financial foundation or you’ll be doomed to failure before you make your first sale.

If you’ve chosen to launch as a sole trader, it’s especially important to have a solid financial foundation because if your business ends up owing a lot of money, you’ll personally be on the hook for paying back those debts.

As discussed in the first tip, limited companies have more financial safeguards. But whether you’re a sole trader or limited company, you’ll need startup capital to get going.

This money can come from your personal savings, family loans, bank loans, government loans, and other sources.

British Business Bank’s Start Up Loans program lends up to £25,000 at a fixed rate of 6% per annum for one to five years for qualified businesses. The loan is government backed and includes one year of free mentoring. A sound business plan is a key to loan qualification.

WeWork suggests six other methods for securing startup funding, from crowdfunding to venture capital.

4. Hire the right people

If you’re a sole trader selling your own merchandise, you might not need to bring on any employees. But if you need to hire help—whether it’s seasonal help on a freelance basis or a full-time staff—it’s important to follow the rules, from running payroll to paying for their National Insurance (don’t worry, you can claim an allowance if you do so).

Running payroll is not something you want to attempt manually on your own. Payroll software can free you from this burden.

Here’s a guide from gov.UK on how to hire employees for the first time, including:

  • Determining fair wages
  • Running employment checks
  • Securing employer liability insurance
  • Providing a written statement of employment
  • Registering as an employer with Her Majesty’s Revenue and Customs
employing staff for the first time
“Employing staff for the first time” guide (Source)
Not sure how to go about recruiting new employees? Here’s an A to Z guide.

5. Assemble your software stack

Starting a new business is hard enough as is without trying to also do things that software should be assisting you with. The software you need can vary widely depending on what type of business you’re launching, but virtually all businesses need essentials such as accounting software, customer relationship management software, and project management software.

Check out our directories for those categories below to find top options that you can filter by pricing model, features, average user rating, and more. This will assist you in building out your stack based on your individual business needs.

assemble your software stack, xample accounting software
GetApp’s accounting software directory (Source)

6. Market your new business

No matter how solid your startup business plan is, you need to get the word out about your business in order to accelerate growth. And to market effectively, you need the right tools. In fact, more than 20% of the business owners we surveyed for the GetApp New Business Model Survey said that they needed new marketing software to support their new business model, just behind video conferencing, CRM, and live chat software (methodology below).

software needed for starting new business

Our recent article looks at more ways that British businesses are adapting to COVID-19, from investing in new software to finding new ways to communicate with customers.

Check it out here to learn more about how your peers are facing these challenges.

new rules brexit
Concerned about how Brexit affects your new business? Use gov.UK’s free Brexit checker to get a personalised checklist of actions for you and your business (Source).
Want to know more? Check out our catalog of software products to discover more products.

Methodology

*Data for the GetApp New Business Model Survey has been collected in November 2020. The sample comes from an online survey of 1,851 respondents that live in the UK.

The survey data used for this article comes from 539 participants who have qualified to answer.  The information in this article corresponds to the average of all surveyed participants.

The criteria for participants is:

  • Owner, founder, or another head role
  • C-suite executive (e.g., CEO, CIO)
  • President or vice president

Online meeting software is the most popular tool among South African SMEs

business benefits of software implementation during pandemic

As we enter 2021, South African citizens have been alerted of a possible third wave of the pandemic. Businesses are now being forced to adapt to the new ways of working to ensure long term businesses continuity.

During the first wave of the pandemic, working from home was mandatory during lockdown, and people were confined to their homes unless they were performing essential services. Software has played a vital role in ensuring that businesses transform successfully in response to the pandemic.

We surveyed over 600 SME business leaders about their experiences in the implementation of new tools and the business benefits. The results show that although the implementation of software has been very satisfying with a positive impact in the survival of businesses during the pandemic, more changes will need to be implemented as businesses evolve to fully embrace digital technologies.

business benefits of software implementation during pandemic

South African businesses (still) need to protect themselves against cyberattacks

The results of the survey revealed that 48% of South African businesses purchase online meeting tools in response to social distancing requirements and the implementation of remote work policies. Going virtual has sparked rapid rise in cybercrime, which has become a major threat to the South African business landscape. This threat has now positioned the country at the third highest number of cybercrime victims worldwide, losing about R2.2 billion a year to cyber-attacks.

In addition, 40% of respondents state having invested in e-commerce software and 38% in Virtual Private Network to protect their systems’ vulnerability against cyberattacks. 37% of business leaders indicated that they bought website software, endpoint protection software and 38% project management software, possibly as a strategy to operate efficiently.

tools purchased during pandemic

Half of South African SMEs are satisfied with their software implementation

53% of respondents indicated being very satisfied with the software they have implemented. 46% of leaders have reported that software tools purchases have had a positive impact in helping their business survive the pandemic and a further 42% of respondents reported that these purchases have had a very positive impact. Whilst performance and efficiency still play a vital factor in all things digital, 53% of the surveyed respondents indicated that they are very satisfied with the software they are using, while 40% is somewhat satisfied.

The number of solutions acquired by business leaders have had a different impact across the company, enabling them to deliver results in different parts of the business such as allowing staff to work remotely, increase sales and improve the marketing strategy among other business benefits.

top 3 business benefits of software purchases

Despite the business benefits that software implementation has brough to South African SMEs since the beginning of the crisis, over a third of SME owners (37%) feel they will need to replace or eliminate at least one software programme in the next 12 months, as it may not be suiting the evolving business model at the time.

16% of respondents would eliminate at least one software programme due to financial constraints, while 28% indicated that they are reliant on all the software programmes they currently have, as such, a replacement or elimination phase would not be an option for them.

business areas South Afircan SMEs will invest in digitisation

Emerging technologies and employee training are key for the future

The current technological revolution has fundamentally altered the way we live, relate, and operate; steadily pushing more and more businesses towards the fourth industrial revolution (4IR). 4IR is being proclaimed as the answer to everything, from backlogs in education and skills development to companies cutting costs and serving their customers better.

It is critical to keep tabs on the key trends of emerging technologies to allow business to become more dynamic and responsive. According to World Economic Forum, emerging technologies have a potential to assist organisations in striving through the pandemic and also accelerating the economy if well implemented. Some of the emerging technologies are already in use while some become available in trading for different fields.

For instance, Augmented Reality (AR) and Virtual Reality (VR) have also become vital to enabling people to work from home and its biggest strengths is the ability to make those at a distance feel like they’re physically near each other. There’s a great number of VR companies betting that virtual reality office environments, remote collaboration, and working from home in VR are going to be the future of work.

Therefore, looking ahead is important for businesses to investigate how these emerging technologies will fit into their business models and start upskilling and retraining their employees in the necessary fields.

Looking to optimise your digital transformation strategy? Check out our catalogue.

Survey methodology

Data for this study was collected in December 2020 from an online survey of 649 respondents that live in South Africa.

To participate on the survey, respondents had to be:

  • Employed full-time in one of the following roles:
    • Owner, founder or other head of an organisation
    • C-Suite executive e.g. CEO, CIO
    • President of Vice-president
    • Director
    • Manager
  • Working for a company of up to 250 people
  • Working at the organisation during the COVID-19 pandemic

Almost half of Singapore’s SMEs plan to replace online meeting software in 2021

Singapore SME digital transformation

Despite 2020 being a challenging year for businesses, the Singapore Business Federation recently reported that many companies are confident about sustaining their business in 2021. The positive outlook stems from the fact that 8 in 10 businesses have accelerated their digital transformation by an average of 2 years, due to the pandemic.

When it comes to digital transformation, speed is a key factor that will determine a company’s ability to overcome the impact of the pandemic and ensure business continuity in another year facing COVID-19. Hence, we’ve asked over 500 SME business leaders about their experiences incorporating new technologies at work throughout the pandemic.

The results revealed that most Singapore SMEs have been successful in integrating digital tools into their business last year and they are keen on doing more in 2021 to optimise their IT strategies.

Singapore SME digital transformation

Online meeting software and e-commerce software most purchased by Singapore SMEs since the beginning of COVID-19

When we asked about the technology investments across eight software categories, business leaders reported that online meeting (49%) and e-commerce (%) tools were the most purchased solution.

Meanwhile, the next most popular purchase (47%) was website software, which could be a result of brands seeking to establish their digital presence and provide customers with better virtual experience. The same number of businesses (47%) also invested project management software for project planning to improve time management, resource allocation and progress tracking.

software Singapore SMEs considred or purchased in resonse to Covid-19

84% of Singapore businesses reported a positive impact from their software investments during 2020

Digital technology has been a critical tool to help businesses respond to the coronavirus crisis. When we asked business leaders which tools were most important in their digital acceleration, more than half (58%) said online meeting software was the most important tool, followed by collaboration software (38%) and VPN software (38%).

critical software tools in digitisation

Fortunately, majority of the businesses (84%) reported positive impact from their software purchases that enabled them to adapt and survive in the current business climate. One-third (30%) indicated very positive impact from technology, meanwhile 54% reported that the impact has been somewhat positive.

When asked about satisfaction with the overall performance, 91% are satisfied with their software purchases – 35% indicated “very satisfied” while 56% indicated “somewhat satisfied”.

In a deeper dive into the benefits of technology investments, the survey revealed that businesses have had a broad impact across various operations that achieved a wide range of commercial goals:

top 3 positive impacts of software on business

37% of Singapore’s SMEs plan to eliminate VPN software this year

While the results from the digital investments have been promising, many business leaders believe more work needs to be done before their IT operations are considered optimised. In fact, a significant number of respondents have expressed interest to replace or eliminate at least one software within the next 12 months.

As many as 41% of organisations are planning to replace software due to legacy systems that fails to keep up with business needs. More than a quarter (27%) intend to eliminate outdated software that no longer suits their evolving business model, while 24% will replace their software for the same reason.

replace or eliminate software

In 2021, businesses will continue to improve operations and explore areas to digitise. Leaders have ranked sales and promotion as the top priority (65%), followed by logistics and supply chain (55%) and data mining and analytics (51%).

Emerging technologies that will change the future of Singapore SMEs

Beyond the pandemic, digital transformation will continue to be a key driver of change for businesses across different sectors. Organisations are already thinking about transformational technologies and the value it can bring to business:

emerging technologies that are most valued by singapore businesses

Leaders in Singapore are becoming more aware of the value of data; big data analytics help organisations harness their available data to identify new opportunities that could result in improved operations, better customer experiences and larger profits in the long run.

Artificial Intelligence (AI) is already transforming the world we live in, whereby OCBC recently announced the company’s plan to deploy AI-powered analytics to improve compliance, customer experience and sales performance. This is in-line with the National Artificial Intelligence Strategy’s vision to turn Singapore into a leader in developing and deploying AI solutions by 2030.

Keeping up with emerging technologies may not be simplest of task, but it could be the key to help organisations rethink their business models and make impactful changes that will result into increased productivity, new opportunities, and long-term success.

Looking to optimise your digital transformation strategy? Check out our catalogue.

Survey methodology

Data for this study was collected in December 2020 from an online survey of 538 respondents that live in Singapore.

To participate on the survey, respondents had to be:

  • Employed full-time in one of the following roles:
    • Owner, founder or other head of an organisation
    • C-Suite executive e.g. CEO, CIO
    • President of Vice-president
    • Director
    • Manager
  • Working for a company of up to 250 people
  • Working at the organisation during the COVID-19 pandemic

Demand for cybersecurity skills on the rise in Australia since the COVID-19 outbreak

focus on software implementation

The COVID-19 pandemic has changed the way organisations prioritise their goals and agendas, with digital acceleration now at the forefront for Australian businesses. A recent study found a shared belief that technological factors will be the most important force impacting companies over the next two to three years. This trend is set to sit at the heart of C-suite strategies for Australian organisations in 2021, as business leaders aim to protect and grow bottom lines in an increasingly dynamic commercial environment.

We surveyed over 400 Australian leaders of SMEs to better understand how their investments in new technologies have impacted operations and overall performance.

The results show that Aussie businesses plan to continue investing into bolstering their digital infrastructure after increasingly seeing benefits from new software such as collaboration and online communication software.

focus on software implementation

39% of businesses purchased online meeting software since the pandemic

SMEs in Australia have increasingly turned to technology to resist the impacts of the pandemic, and for the right reasons.

The result of the survey shows that online meeting tools are the most purchased solution since the COVID-19 crisis began, with 39% of Australian organisations investing in them to use on either a temporary or permanent basis.

The next most common purchases were eCommerce and endpoint protection software products, both of which were deployed by a third of businesses (33% each). This is in line with the current trend of businesses increasingly engaging customers virtually.

software australian businesses purchased or considered during pandemic

73% of Aussie businesses have seen positive impacts from their software investments

To aid transition to a post-pandemic economy, last year the Morrison government pledged AUD$800 million to encourage Australian businesses to use new technologies and move them towards online platforms.

This support from the government, coupled with an Aussie commercial sector highly motivated to invest in digital infrastructure, resulted in tangible benefits that helped businesses to withstand the impacts of the pandemic. 27% of businesses report that software purchases led to a “very positive” effect on their ability to survive COVID-19, while 46% state the impact had been “somewhat positive”.

When asked about what the most positive impact of new software had been, almost half of the respondents (49%) stated the ability to work remotely had delivered the biggest business benefits.

positive impacts of software implementation

Beyond helping companies adapt to the coronavirus crisis, the overall satisfaction levels with software purchases is also high. 38% of respondents state that they are very satisfied with their software investments and 53% say that they are somewhat satisfied. Only 9% of organisations expressed dissatisfaction with their software investments in the last year.

Sales and promotion are the focus areas for digitisation in 2021

Most organisations intend to replace software as it is unable to meet their current needs (34%). The next most common reason for replacement is a lack of agility preventing it from supporting evolving business models (25%). 32% of organisations plan to eliminate old software for the same reason, while 7% of respondents will eliminate at least one software programme due to financial constraints.

While most businesses are happy with their digital infrastructure investments, a considerable number believe they need to replace or eliminate at least one software programme in the year ahead.

tools to be replaced or eliminated

When it comes to the specific areas of the business where organisations plan to invest in digitisation, the list is diverse with most keen to modernise their sales and promotion efforts (66%).

The top areas where Australian businessesplan to invest the most in digitisation in 2021:

  • Sales & promotion (66%)
  • Poduction/service delivery (50%)
  • Backend adminstration (49%)
  • Logistics and supply chain support (47%)
  • Collaboration and communication (43%)
  • Data mining and analytics (42%)

COVID-19 brought the spotlight back on cybersecurity skills

The acceleration in technology transformation during 2020 coincided with a significant increase in cybersecurity crimes targeting organisations’ digital infrastructure. According to Australian Cyber Security Centre’s (ACSC) Annual Cyber Threat Report, a cybercrime is reported every 10 minutes in Australia today.

To help address this challenge and protect Australia from growing cyber-attacks, the federal government announced it will invest AUD $1.35 billion into cybersecurity over the next ten years as part of a new program called the Cyber Enhanced Situational Awareness and Response (CESAR) package.

But for businesses an ongoing focus on cybersecurity optimisation is essential to mitigate the threats.

While the investment into new endpoint protection solutions is positive, the survey results points to further challenges. For example, there is an imminent need for more professionals with cybersecurity skills. 35% of respondents claim cybersecurity skills will be the most in demand skillset over the next six months.

Australian companies are seeing value in emerging technologies

Emerging technologies and new ways of working can play a significant role in the transition to a more digital economy.

Today, new and emerging technologies are helping Australian organisations build customer, employee and stakeholder trust, keep remote workforces connected, increase business resilience and build a strong foundation for future product and service innovation.

The results of the survey show that Aussie businesses see maximum value in emerging technologies like big data analytics (48%), cloud-based storage (46%), and Artificial Intelligence (AI) and machine learning (40%).

emerging technologies that interest most australian smes

The COVID-19 pandemic has reinforced the importance of driving business transformation using technology as an enabler. Emerging technologies will be essential in helping organisations recover from the initial impacts of the pandemic, better protect themselves from growing threats and set a strong foundation for the future.

Looking to optimise your digital transformation strategy? Check out our catalogue.

Survey methodology

Data for this study were collected in December 2020 from an online survey of 493 respondents that live in Australia.

To participate in the survey, respondents had to be:

  • Employed full-time in one of the following roles:
    • Owner, founder or other head of an organisation
    • C-Suite executive e.g., CEO, CIO
    • President of Vice-president
    • Director
    • Manager
  • Working for a company of up to 250 people
  • Working at the organisation during the COVID-19 pandemic

Wat is CRM? Zo werkt CRM in de praktijk

Wat is CRM?

Dit artikel dateert oorspronkelijk van 18 juni 2019

Wat is CRM?

Wat is CRM?

CRM staat voor customer relationship management systeem (CRM). Maar wat houdt CRM in? CRM is een bedrijfsstrategie en een technologie die de omzet en winstgevendheid van je bedrijf optimaliseert en daarnaast de klanttevredenheid en loyaliteit bevordert. CRM-software biedt bedrijven functionaliteit in vier segmenten: verkoop, marketing, klantenservice en digitale handel. Met een CRM-systeem wordt het mogelijk om klantrelaties strategisch te beheren. 

CRM is voor veel bedrijven een soort synoniem van digitale transformatie. Dat komt omdat de implementatie van CRM-software je bedrijf in een keer een grote stap vooruitzet op de weg naar een geautomatiseerde en gedigitaliseerde werkomgeving. 

Kopersgids voor CRM-systemen

4 belangrijkste voordelen van CRM

  1. Vereenvoudigde samenwerking: klantgegevens en de klantinteractie geschiedenis bevinden zich in één doorzoekbare en gedeelde database, waardoor iedereen gemakkelijker kan werken.
  2. Verhoogde productiviteit: klantgerichte processen worden geautomatiseerd met maatoplossingen. Zo voorkom je fouten en verhoog je de efficiëntie. 
  3. Beter beheer van leads: door automatische follow-up, segmentering en scoring van leads verbeter je de klanttevredenheid en vergroot je de kans op meer gesloten deals.
  4. Versnelde rapportage: CRM maakt het mogelijk beslissingen te nemen op basis van door data verkregen inzichten en trends. 

Hoe werkt een CRM-systeem?

De meeste crm-systemen zijn opgebouwd uit de volgende vijf basismodules: leads, accounts, contacten, activiteiten en deals. Vervolgens heeft het systeem een aantal functionaliteiten die je op deze gegevens kunt loslaten en waardoor je het gebruik ervan kunt optimaliseren en meer winst kunt realiseren. 

  1. Leads: contactpersonen uit bedrijven waarmee je een potentiële zakelijk relatie kunt opbouwen.
  2. Accounts: organisaties waarmee jouw bedrijf al zaken doet.
  3. Contacten: de mensen in die organisaties waarmee je communiceert over hun account. 
contacts module in crm
Contacts tab in Freshworks CRM (bron: Capterra)

4. Deals: leads die mogelijk een klant worden

Deals dashboard in crm software Vtiger
Weergave van alle deals in Vtiger CRM (bron Capterra)

Voor elke deal is te zien in welke fase van het verkoopproces deze zich bevindt. Welke fases je in je systeem wilt weergeven bepaal je zelf. 

5. Activiteiten: Alle meetings, calls en taken gericht op leads, accounts of contacten.

activiteiten module
Activiteiten dashboard in Freshworks CRM (bron Capterra)

Deze vijf pijlers zijn de basis van je CRM-systeem. Vervolgens kun je handige technologie loslaten op deze brondata om CRM-activiteiten uit te voeren. 

Tip: Zorg ervoor dat je verkopers alle informatie netjes bijhouden en neem de tijd voor het instellen van geautomatiseerde acties, want dit zal je uiteindelijk veel tijd besparen! 

Wat zijn de functionaliteiten van CRM?

De toepassingen van CRM-technologie zijn vooral gericht op de verkoop, marketing en klantenservice.

CRM functionaliteiten voor verkoopbeheer

Van oorsprong is CRM ontstaan vanuit de sales-hoek. Daarom biedt het ook veel oplossingen om beter grip te houden op de salesafdeling. Door het gebruik van een CRM-systeem ontstaat er een gemeenschappelijke werkwijze en zijn processen duidelijk. Verkoopcijfers worden duidelijk weergegeven, de relatiewaarde kan worden ingeschat zodat leidinggevenden het overzicht kunnen houden en verkoopdoelstellingen waar nodig kunnen bijsturen. Het CRM-systeem maakt de gegevens inzichtelijk met op maat gemaakte dashboards: 

Dashboard Customer relationship management
Deals dashboard in Zoho CRM plus (bron: Capterra)

Gestandaardiseerde functionaliteit voor verkoopbeheer binnen CRM zijn

  • documenten opslaan
  • gedeelde kalender;
  • taakbeheer; 
  • automatisering van processen; 
  • opstellen van offertes;
  • rapportage en analyse;
  • prognose (eventueel met AI).
  • interne chat (feeds)

CRM-functies voor marketing

Vanuit de CRM-software en de lead- en klantinformatie die daarin beschikbaar is, kan de marketingafdeling gerichte marketingcampagnes opzetten. Het systeem houdt alle interactie van leads en klanten bij, dus als een lead je website bezoekt kun je precies achterhalen welke pagina’s deze heeft bekeken en je mailings hierop afstemmen. Bovendien ken je de leeftijd van je klanten, weet je welke producten of diensten deze heeft afgenomen en hoeveel de klant heeft besteed. Op basis van al deze informatie kun je je klantenbestand in groepen onderverdelen, oftewel segmenterenen. Vervolgens kun je prospects en leads kwalificeren en een bepaalde score geven. Dit helpt om leads en klanten op het juiste moment te benaderen met de juiste informatie en via het juiste kanaal. Bijkomende marketing processen kun je vervolgens automatiseren, zoals het versturen van marketing e-mails, follow-up mails of newsletters. 

CRM functies voor marketing zijn:

  • segmenteren; 
  • lead scoring;
  • email-marketing; 
  • marketing automatisering;
  • integratie sociale media.

CRM in actie

Nu je bekend bent met de opbouw en de functionaliteiten van CRM, volgt hier een voorbeeld van hoe je CRM kunt toepassen in de praktijk. Hiervoor nemen we als uitgangspunt een veel voorkomende salesuitdaging, namelijk prospecst met uitstelgedrag.  Hoe zet je je CRM in om meer uit deze prospects te halen? 

Segmenteren van prospects met uitstelgedrag

Vraag je salesteam om alle excuses van de klanten bij te houden en een lijst te maken van alle redenen die ze geven om niet nú te kopen. Maak vervolgens labels van de meest voorkomende bezwaren en verbind deze aan de desbetreffende prospects. Nu heb je een duidelijke segmentatie van je prospects met uitstelgedrag waarmee je veel gerichter aan de slag kan.

crm in actie

Vervolgens kun je je CRM programmeren om op maat gemaakte acties uit te voeren voor elk van de aan een label verbonden prospects. Dit kan in de vorm van het versturen van e-mails, sms-berichten of het toevoegen van leadgegevens aan ad campaigns op Facebook of Google.

Een voorbeeld van een sms-bericht dat je naar een lead kunt sturen met het label “Markt aan het verkennen” zou kunnen zijn:

Voorbeeld van sms-bericht naar lead

Verkoopprofessionals weten dat op maat gemaakte acties over het algemeen meer klanten opleveren dan brede, algemene berichten. Het segmenteren en labelen van prospects is dus een goede manier om je conversiepercentages te verhogen.

Welk CRM-systeem kiezen?

Bij de keuze van een CRM-systeem is het belangrijk om eerst te bepalen welk doel je wilt bereiken. Dan weet je ook welke functionaliteiten je nodig hebt en kun je gericht gaan zoeken.

Op softwarevergelijkingssite Capterra, in de categorie CRM-systemen, kun je de verschillende CRM-systemen filteren op functies, prijs, implementatie en klantbeoordelingen. Hierdoor kun je gericht zoeken naar een systeem wat goed aansluit bij jouw organisatie.  

En nu? Bekijk onze catalogus met CRM-software om de juiste tool te vinden.

Online meeting platforms are the most purchased software solution since the start of COVID-19

software solution UK business invested most in

software solution UK business invested most in

Last week, Health Secretary Matt Hancock warned the UK is a “long, long, long way” away from lockdown restrictions being lifted, maintaining pressure on businesses as they continue to adapt to COVID-19.

In 2020, many organisations assumed that pandemic-driven changes to operations would be temporary. However, the ongoing nature of the crisis is bringing home the reality that they may need to be retained in the medium- to long-term, particularly the use of collaboration and communication solutions to enable remote working.

With digital tools playing such a critical role in helping businesses respond to the coronavirus, we asked over 500 SME business leaders about their experiences introducing new technologies throughout the pandemic.

The findings indicate that while most organisations have seen success in driving effective digital transformation, there is still work to be done in 2021 to optimise IT strategies.

43% of businesses purchased online meeting software since the start of the COVID-19 crisis

The analysis of technology investments across eight software categories found that online meeting tools are the most purchased solution since the introduction of social distancing requirements. 43% of organisations have bought products from this category to use on either a temporary or permanent basis.

The next most popular purchase (28%) was website software, possibly a result of brands seeking to improve experiences for an increasingly virtual customer base. The same number of businesses also ramped up efforts to protect their digital assets by investing in endpoint protection software.

Further, over a quarter of respondents confirmed they had bought CRM (28%), project management (28%) or Virtual Private Network (26%) software.

online meeting most purchased software solution

91% of organisations satisfied with the performance of their 2020 software investments

Overall, the UK’s investments in technology appear to have paid off, addressing both the immediate challenge of coronavirus and driving overall satisfaction.

Almost three in four businesses (74%) report that their software purchases have helped them to adapt to the challenges of COVID-19. A quarter state (25%) that new technology has had a very positive impact, while a further 49% say it has been somewhat positive.

When it comes to satisfaction with overall performance, this trend is more pronounced. 39% indicate they are very satisfied with the software they have acquired, while 52% are somewhat satisfied – 91% in total.

Taking a closer look at the specific benefits of technology investments, it appears the solutions purchased have had a broad impact across business operations, helping companies to achieve a wide range of key commercial goals:

main benefits software solutions

Sales and promotion are the top technology priorities for 2021

While most businesses are clearly happy with the results of their investments in digital, many feel more work is required before they can consider their IT fully optimised. Indeed, a significant number believe they need to replace or eliminate at least one software programme in the next 12 months.

31% of organisations intend to replace software due to legacy systems failing to meet business needs. Similarly, almost a quarter (24%) plan to eliminate outdated software as it is incompatible with their evolving business model. 21% plan to replace software for the same reason.

software solutions to be replaced or eliminated

Given the broad range of solutions businesses plan to replace or eliminate, it is unsurprising that the top areas they intend to invest in are similarly diverse. Sales and promotion ranked as the top tech priority for 2021 with 71%, followed by production and service delivery (57%) and logistics and supply chain (45%).

areas to invest in digitisation

Businesses already anticipating the impact of emerging technologies

Whether planning to invest big in technology this year or not, businesses would be well advised to closely monitor digital developments in the coming months. Across both the UK and EU, digital technologies are at the forefront of policy initiatives designed to drive the economic recovery post-pandemic.

From the UK’s National Data Strategy to the European Commission’s Digital Decade, data and technology will be central to efforts to inspire innovation and generate growth. Moreover, it is important to a number of emerging technologies are rapidly maturing and likely to become commercially viable in an increasing array of industries:

most valuable emerging technologies

Next-generation 5G connectivity, for example, combined with Internet of Things (IoT) and Artificial Intelligence (AI), is set to enable a new age of intelligent automation opportunities via edge computing. Meanwhile, advancements in Augmented Reality (AR) and Virtual Reality (VR) are providing compelling new ways to engage with remote audiences.

Many businesses are already thinking about how these innovations could fit into their operations so monitoring developments will be important for keeping up with the competition.

Looking to optimise your digital transformation strategy? Check out our catalogue.

Survey methodology

Data for this study was collected in December 2020 from an online survey of 541 respondents that live in the UK.

To participate on the survey, respondents had to be:

  • Employed full-time in one of the following roles:
    • Owner, founder or other head of an organisation
    • C-Suite executive e.g. CEO, CIO
    • President of Vice-president
    • Director
    • Manager
  • Working for a company of up to 250 people
  • Working at the organisation during the COVID-19 pandemic

60 % des PME estiment que les avis en ligne permettent d’améliorer leur produit ou service

Les avis sur Internet concernant un produit ou un service sont une mine précieuse d’informations pour les acheteurs mais également pour les entreprises concernées. Avec la crise sanitaire qui a provoqué l’augmentation du commerce en ligne, ces dernières ne peuvent plus faire l’impasse sur les avis qui peuvent faire ou défaire une réputation, mais recèle également d’autres atout parfois insoupçonnés. La collecte et la gestion des avis clients sont, pour une PME, l’occasion d’analyser ce qui fonctionne et ne fonctionne pas auprès de sa source la plus fiable, ses clients.

Après avoir observé que les avis en ligne influencent 71 % des consommateurs dans leurs décisions d’achat, quels sont concrètement les avantages dont les PME peuvent bénéficier en les traitant ? Quels sont leurs objectifs au moment d’investir des ressources dans leur gestion ? Et que font-elles des avis négatifs ?

Capterra a mené l’enquête auprès de 513 dirigeants de PME françaises. Celles-ci ont toutes déjà reçu des avis en ligne. Nos répondants se divisent en deux catégories : 70 % proposent un ou des services et 30 % un ou des produits. Vous retrouverez la méthodologie détaillée en fin d’article.

Points forts de l’étude

  • 68 % des répondants estiment que l’investissement dans la gestion des avis en ligne vaut le coup.
  • 60 % des répondants considèrent que les avis en ligne permettent d’améliorer leurs produits ou services.
  • 46 % des PME interrogées invitent leurs clients à laisser un avis après un échange par téléphone, messagerie instantanée ou e-mail.
  • 45 % invitent à laisser un commentaire sur les réseaux sociaux.

Les PME interrogées collectent activement les avis en ligne

61 % des répondants affirment que leur entreprise comporte en son sein une personne ou une équipe entièrement dédiée à la gestion des avis en ligne. Pour 36 % des répondants, la tâche est répartie entre plusieurs personnes dont le métier est autre. Ce peut être le cas, par exemple, des TPE où les collaborateurs peuvent avoir plusieurs casquettes ou celui d’équipes utilisant un outil CRM intégrant une fonctionnalité de gestion des avis. 3 % affirment ne pas avoir de poste dédié mais ont le projet d’en créer un.

Quels sont les principaux moyens employés pour inciter sa clientèle à donner son avis ? Plusieurs options se présentent aux entreprises souhaitant s’impliquer dans la collecte active des avis :

  • 46 %  demandent aux clients de laisser un avis après un échange téléphonique, par messagerie instantanée ou e-mail.
  • 34 % envoient aux clients une demande après chaque achat de produit ou service.
  • 21 % insèrent un lien vers des sites tiers (comme Trustpilot ou Google My Business) dans chaque e-mail envoyé aux clients.
  • 17 % ont intégré un lien sur leur site web menant directement à la page où les clients peuvent laisser un avis.
  • 15 % invitent leurs clients à laisser un avis à travers leurs publications sur les réseaux sociaux.

D’autres moyens existent également, bien que moins employés : 9 % glissent dans le colis de livraison une invitation imprimée à laisser un avis et 7 % misent sur la liste de diffusion.

Ils sont seulement 10 % à affirmer qu’ils ne collectent pas activement les avis, ce qui ne signifie pas que l’entreprise n’en reçoit pas, sur diverses plateformes (réseaux sociaux, sites spécialisés…).

Une fois l’invitation à laisser un avis en ligne lancée, où les consommateurs peuvent-ils concrètement rédiger et publier ?

50 % des PME interrogées, soit la majorité, se tournent vers Google, première plateforme de recherche sur Internet. Mais il existe des sites spécialisés ou des médiums où les avis peuvent être consultés par les internautes et potentiels acheteurs.

Si les community managers ou les spécialistes marketing peuvent se servir de la gestion des avis pour enrichir leurs campagnes marketing, les avis présentent divers atouts pour les entreprises, qu’elles veulent se faire connaître, développer leur présence sur Internet ou asseoir leur réputation.

Pour 60 % des PME, les avis en ligne leur permettent d’améliorer le produit ou service qu’elles proposent

Les PME qui mettent en avant les avis qu’elles ont reçus peuvent profiter de cette démarche à plusieurs égards. Une entreprise peut ainsi montrer l’attention qu’elle porte à l’opinion de ses clients, elle peut rassurer les potentiels acheteurs sur la qualité de son produit/service, elle travaille en faveur de son image de marque et se positionne sur Internet.

En revanche, 25 % d’entre elles ne profitent pas du dynamisme des avis en ligne à des fins promotionnelles : c’est pourtant là une occasion manquée d’affirmer sa position vis-à-vis de la concurrence.

Il est intéressant de constater que le premier avantage des avis pour une PME, n’est pas forcément l’image de marque (même si celle-ci figure en bonne position des avantages cités) mais sa propre amélioration. L’analyse des avis publiés permet à une PME de mesurer l’efficacité de son produit/service, et de poursuivre sur sa lancée ou, au contraire, de rectifier le tir (ou encore, se défendre de malentendus éventuels).

La collecte et la gestion des avis sur Internet est certes utile, mais elle a aussi un coût : en temps, en ressources et en argent.

68 % des PME interrogées estiment que l’investissement dans la collecte et la gestion des avis en ligne “vaut le coût”

À la question “pensez-vous que les avis en valent la peine [d’un investissement] ?”, ils sont 68 % à répondre par l’affirmative :

Les entreprises disposent de divers outils dans lesquels investir pour gérer les avis en ligne.

Les PME interrogées qui ont investi (du temps et/ou de l’argent) ont pu adopter un ou plusieurs outils externes spécifiques :

En revanche, 32 % des entreprises interrogées affirment n’utiliser aucun outil externe.

Globalement, les PME répondent assidûment aux avis en ligne

L’art de répondre aux avis en ligne tient dans ces quatre piliers : la fréquence de réponse, le délai de réponse, le contenu de la réponse et la politique de l’entreprise.

  1. Fréquence de réponse : seules 4 % des entreprises interrogées affirment ne “jamais” répondre aux avis ; 13 % admettent y répondre “rarement”. C’est dire si la gestion des avis par les PME a fait du chemin. C’est plutôt une bonne nouvelle pour l’expérience client : 33 % y répondent “souvent”, tandis que 30 % y répondent “toujours” et 21 % “parfois”.
  2. Délai de réponse : 39 % répondent aux avis en “quelques jours” et 28 % en vingt-quatre heures. 
  3. Contenu de réponse : le contenu peut être soit personnalisé (58 % des répondants), être un modèle prédéfini (20 %), ou un mélange des deux (22 %).
  4. Politique de réponse : 43 % des PME ont établi une politique concernant la façon dont elles répondent aux avis, que ce soit le style (plus ou moins informel) ou le ton de la réponse (neutre, enjoué, amusant…). 40 % misent également sur la rapidité avec laquelle elles adressent ces réponses.

On a pu voir précédemment que répondre à un avis (positif ou négatif) augmente considérablement la satisfaction client. Inutile d’ailleurs d’écrire un roman : quelques lignes suffisent amplement, c’est la reconnaissance qui compte avant tout. Cela peut rassurer les TPE/PME qui estiment ne pas disposer des ressources nécessaires. En outre, il ne suffit que de 5 commentaires pour commencer à intéresser les clients potentiels.

Évidemment , le “risque” de recevoir des avis négatifs peut intimider. Cependant, une attitude fair play est toujours bienvenue, et l’entreprise gagne à répondre à de tels commentaires. C’est aussi là l’occasion d’avoir un réel retour sur le produit ou service que l’on propose et de repérer les points faibles de son activité. Les consommateurs avertis feront toujours la différence entre un avis négatif imputable à une erreur ponctuelle ou circonstancielle et un réel manquement de la part de l’entreprise.

Quelle attitude les PME adoptent-elles face aux avis négatifs ?

Les PME interrogées lors de notre enquête s’avèrent intègres dans leur comportement : aux avis négatifs, elles sont 49 % à affirmer présenter leurs excuses et prendre les mesures adéquates, comme par exemple, le transfert à l’équipe concernée. 25 % se contentent de présenter leurs excuses : peut-être le problème évoqué n’est-il pas soluble au niveau de l’entreprise directement. 

D’ailleurs, 15 % affirment que la majorité des avis négatifs proviennent de clients qui n’ont pas utilisé le service ou le produit correctement, et tentent de leur expliquer où ils se sont trompés. Peut-être des instructions détaillées mises à disposition des clients sont dans ce cas nécessaires.

11 % des répondants ne prennent aucune mesure suite à des avis négatifs, voire les suppriment carrément (cela inclut ceux signalés comme spam).

3 objectifs pour les PME souhaitant s’impliquer davantage dans la gestion des avis clients

Parmi les répondants qui ne sont pas satisfaits de leur gestion des avis clients en ligne (soit parce qu’ils ne l’effectuent pas, soit parce qu’ils n’y consacrent pas assez de ressources), trois raisons ressortent :

  • 45 % souhaiteraient tout simplement les avis, et être en mesure d’en effectuer le suivi.
  • 29 % voudraient répondre à davantage d’avis.
  • 26 % voudraient mieux les promouvoir.

Dans ce cas, se tourner vers des outils adéquats comme les logiciels de gestion des avis est un bon moyen pour une entreprise d’avoir accès à des fonctionnalités qui lui permettront d’atteindre ces objectifs.

Et maintenant ? Consultez notre catalogue de logiciels de gestion des avis pour découvrir l’outil qu’il vous faut.

Méthodologie

Pour collecter les données de ce rapport, nous avons mené une enquête en ligne en octobre 2020 auprès d’un panel de 513 dirigeants de PME françaises. Ceux-ci ont été sélectionnés selon les critères suivants : ayant plus de 18 ans, résidant en France. Leur PME a déjà reçu des avis en ligne. Ils sont tous issus de divers secteurs d’activité.

Qu’est-ce que le marketing automation ?

Des campagnes d’e-mailing aux publications programmées sur les médias sociaux, le marketing trouve de nombreux avantages dans l’automatisation. Les clients bénéficient alors d’une expérience plus personnalisée et les entreprises peuvent réaliser de conséquentes économies de temps et de ressources. Pour les entreprises à la recherche d’une solution de marketing automation adaptée à leurs besoins, de nombreuses offres sont disponibles sur le marché. 

Si vous êtes une petite ou moyenne entreprise et que vous essayez de comprendre comment l’automatisation s’intègre dans vos efforts de marketing, il y a de fortes chances que vous vous posiez des questions sur ce qu’implique cette automatisation et sur la façon de choisir l’outil qui convient à votre activité. 

Dans cet article, nous vous expliquons en quoi consiste un système de marketing automation classique et quels sont les éléments de base à prendre en compte lors de votre recherche.

Qu’est-ce qu’un logiciel de marketing automation ?

Un logiciel de marketing automation est un outil qui aide un spécialiste du marketing à rationaliser des processus tels que l’email marketing, la génération de leads, le nurturing de leads et le marketing de contenu. Il permet d’automatiser les tâches répétitives telles que l’envoi d’e-mails ou la publication sur les médias sociaux. Il permet également à un spécialiste du marketing de mesurer la performance des activités d’inbound marketing.

Il est important de comprendre que les outils de marketing automation ne remplacent pas l’élément humain du marketing. Au contraire, ils contribuent à rendre les processus plus faciles et plus efficaces. 

Voici quelques façons dont le marketing automation peut transformer votre équipe et vos processus de marketing :

Les outils d’automatisation du marketing expliqués

Divers aspects des outils de marketing automation doivent être évalués afin de déterminer leur efficacité au sein de votre entreprise. Nous vous expliquons ici les fonctionnalités communes, les intégrations importantes et les mesures de sécurité nécessaires ; ces trois éléments constituent le fondement de la relation entre le logiciel et vos processus organisationnels.

1. Les fonctionnalités des logiciels de marketing automation

Génération de leads

Cela consiste à trouver les prospects qui seraient prêts à acheter votre logiciel ou vos services.

Ces prospects incluent non seulement de potentiels clients intéressés par votre entreprise, mais aussi des clients existants auxquels vous auriez intérêt à proposer des services plus coûteux ou transversaux. La génération de leads regroupe des données au sujet de ces prospects issues de plusieurs sources et en alimente vos processus marketing.

  • Landing page : il s’agit d’une page de contenu web personnalisée pour correspondre à un lieu, un secteur d’activité ou un poste spécifique. Contrairement au contenu générique visible pour tous, une landing page renvoie vos visiteurs vers du contenu qui répond à leurs attentes et qui les poussent vers l’entonnoir de vente.
  • Formulaires : insérer des formulaires dans les landing pages, les microsites, les e-mails, les publications sur réseaux sociaux ou votre site web est un bon moyen d’ouvrir le dialogue avec des individus intéressés et d’obtenir leurs informations de contact. Certains outils proposent également du profilage progressif, qui fait appel à des formulaires intelligents pour reconnaître les visiteurs et poser des questions différentes pour construire le profil du lead au fil du temps. Les outils avancés proposent également du profilage de leads via connexion sur les réseaux sociaux et extraient des informations à partir de ces comptes.
  • Importation de leads : toutes les informations des leads n’ont pas besoin d’être générées à partir de zéro. Il se peut que certaines figurent déjà dans vos bases de données ou dans des outils tiers tels que des CRM. Les logiciels de marketing automation éliminent le besoin d’intervenir manuellement et capturent automatiquement les sources pour les intégrer dans vos flux de travail marketing. 

Gestion des leads

Cela désigne la gestion de l’avancée des prospects dans l’entonnoir marketing jusqu’à en faire des clients. 

Chaque lead se trouve à une position différente dans son parcours au sein de votre entreprise. Un lead pourrait bien déjà être séduit et n’avoir besoin que de rappels occasionnels, mais un autre nécessitera peut-être davantage d’arguments (ou de lead nurturing, comme l’appellent les experts en marketing).

Un bon outil de marketing automation prend en charge le parcours du lead au sein de l’entreprise et facilite sa conversion en client grâce aux fonctionnalités suivantes :

  • Base de données : c’est là où sont consignés tous vos prospects. Il ne s’agit pas seulement de saisir leurs noms et adresses e-mail, mais aussi de garder trace de toutes leurs interactions avec votre entreprise.
  • Suivi des comportements : pour mieux comprendre l’intérêt d’un lead et où il se trouve dans le parcours d’achat, le suivi des comportements vous permet de surveiller sa réponse à vos e-mails et les pages de votre site web qu’il consulte, entre autres.
  • Qualification des leads : cela vous permet de déterminer si un lead correspond à votre profil client idéal et a une chance élevée d’être converti. Certains outils utilisent également des mécanismes de lead scoring pour ce faire.
  • Segmentation : grouper les leads selon des caractéristiques et des comportements communs vous aide à personnaliser le lead nurturing pour chaque segment, à l’inverse d’un message standard envoyé à chaque lead dans le cycle de vente.

E-mail marketing

L’e-mail marketing pousse doucement les leads vers l’entonnoir de vente, de l’intérêt à l’achat. Cela inclut plusieurs fonctions : s’assurer que les leads reçoivent les messages les plus adéquats, suivre leur réponse à vos e-mails et ajuster graduellement le contenu, le design et le timing de vos e-mails pour améliorer leur impact.

  • Design de l’e-mail : il est utile de savoir comment s’affiche un e-mail sur différents appareils (ordinateurs, tablettes ou smartphones) pour améliorer son efficacité. Ces fonctionnalités permettent aux utilisateurs d’affiner le design pour chaque appareil et de rendre les e-mails visuellement plus attractifs grâce à des éditeurs et modèles intégrés.
  • E-mails personnalisés : il suffit d’ajouter le nom du destinataire (et son titre dans certains cas) dans le corps de l’e-mail pour rendre le message plus personnel et établir une connexion personnelle avec le lecteur. L’automatisation des e-mails facilite la personnalisation en ajoutant ces informations au message, même quand vous envoyez des centaines d’e-mails simultanément.
  • Campagnes de drip marketing : les campagnes de drip marketing désignent de stratégies de communication qui envoient un ensemble d’e-mails préécrits aux prospects sur la durée. Vous pouvez planifier l’envoi de ces e-mails en prenant en compte les caractéristiques des leads tels que leur situation géographique, leur titre ou leurs comportements tels que la mise de produits dans le panier ou le taux d’ouverture de votre e-mail précédent. 

Gestion des réseaux sociaux

Il s’agit de cibler les leads et les prospects là où ils passent leur temps libre. 

Les fonctions de gestion des réseaux sociaux vous aident à concevoir et à créer des campagnes et à gérer divers profils de réseaux sociaux depuis un même tableau de bord centralisé. 

Cependant, les fonctionnalités de médias sociaux proposées par les outils de marketing automation sont limitées par rapport à celles offertes par les outils de gestion des réseaux sociaux. Si ces derniers sont plus ciblés sur la publication et le partage de contenus, les premiers sont plus axés sur l’analyse, la gestion et les publicités sur les réseaux sociaux.

Voici quelques-unes des fonctionnalités à privilégier : 

  • Gestion des campagnes : mesurer manuellement la réponse du public à chaque publication sur les médias sociaux en suivant les mentions “J’aime”, les commentaires, les réponses et les retweets peut s’avérer chronophage. Un outil de marketing automation compile automatiquement toutes ces informations et vous présente les résultats de l’analyse dans un tableau de bord.
  • Écoute ou monitoring des médias sociaux : vous ne pouvez évidemment pas passer en revue chaque mention de votre entreprise dans tous les commentaires, groupes ou plateformes pour vérifier quelle est la perception de votre marque. Les outils d’automatisation, par contre, surveillent les réseaux sociaux populaires pour identifier à chaque fois que votre marque, vos produits ou même vos concurrents et votre secteur d’activité sont mentionnés. Ils analysent ces conversations et découvrent des opportunités commerciales qui pourraient vous intéresser. 

Analytics et reporting

Il s’agit de mesurer les résultats de vos efforts marketing et d’analyser ce que vous faites correctement et ce qui pourrait être amélioré.

Savoir comment vos clients passent leur temps sur votre site web ou si vous devez affiner vos redirections de SEO est important pour assurer le succès de vos efforts marketing. Les fonctionnalités d’analytics et de reporting vous permettent d’analyser toutes vos données marketing et d’en tirer des informations utiles pour améliorer les processus. 

Un bon outil de marketing automation devrait fournir les fonctionnalités suivantes :

  • Web analytics : en analysant qui visite votre site web, quelles pages ils visitent et à quelle fréquence ils reviennent, cette fonctionnalité peut vous aider à affiner votre contenu web ou votre stratégie pour convertir davantage de ces visiteurs en leads.
  • Analytics de SEO : les logiciels de marketing automation surveillent votre classement en termes de mots-clés importants sur les moteurs de recherche majeurs et comparent vos performances à celles de vos concurrents. Cela vous aide à identifier les points à améliorer pour augmenter le trafic vers votre site web de façon organique.
  • Analytics des médias sociaux : les outils suivent toute votre activité sur les réseaux sociaux et fournissent des rapports granulaires de haute qualité sur vos performances. Cela vous révèle quels types de visiteurs partagent vos contenus, vos taux de conversion sociale et l’impact des réseaux sociaux sur vos bénéfices.
  • Reporting personnalisé : en plus des analytics web, SEO et réseaux sociaux, les outils peuvent créer des rapports granulaires de haute qualité selon vos critères spécifiques, tels que la mesure des leads par source, campagne ou moins, les performances des e-mails ou des landing pages, l’activité web, etc. 

Panneau administratif

Il s’agit de l’aspect plus administratif du processus où vous identifiez les flux de travail et qui dans l’équipe a accès à quel contenu. Il s’agit de s’assurer que chacun a accès à l’information dont il a besoin pour travailler, ni plus ni moins.

Un bon outil de marketing automation devrait fournir les fonctionnalités suivantes :

  • Rôles et permissions des utilisateurs : l’outil vous permet d’affecter des rôles et des permissions aux collaborateurs et de décider du niveau d’information et de contrôle auquel chacun peut accéder. Par exemple, vous pouvez affecter à un collaborateur un rôle pour créer des landing pages sans pouvoir les approuver, ou pour approuver une campagne sans pouvoir l’activer.
  • Espaces de travail : l’outil vous permet de donner aux utilisateurs l’accès à des ressources spécifiques comme des campagnes, des landing pages, des e-mails et des rapports. D’autres ressources peuvent être rendues publiques et accessibles à tous les collaborateurs.

2. Les intégrations des logiciels de marketing automation les plus importantes

Aucun outil de marketing automation ne peut fonctionner correctement en tant qu’écosystème isolé. Il doit servir de médiateur et d’administrateur entre plusieurs outils et plateformes, regroupant toutes les données et fonctions adéquates dans un seul et même endroit. Cela donne toute leur importance aux intégrations.

Pour vous aider à comprendre quelles sont les intégrations les plus utiles, voici des informations utiles sur les principaux types d’intégrations proposées :

  • Intégrations intégrées : cela désigne les intégrations fournies par les éditeurs. Elles permettent à un outil de se connecter à un autre sans avoir besoin d’un connecteur tiers. Par exemple, c’est comme ça que votre calendrier Google se synchronise avec votre calendrier iPhone.
  • Plateformes des médias sociaux : l’outil que vous choisissez doit s’intégrer avec tous les réseaux sociaux que vous souhaitez utiliser pour diffuser vos campagnes marketing, que ce soit Facebook, Instagram, Twitter, LinkedIn ou YouTube. Sans ça, vous devrez comparer manuellement des données entre les plateformes des médias sociaux et votre outil marketing, ce qui peut être chronophage et complexe.
  • Autres outils et plateformes tiers : votre logiciel de marketing automation doit échanger avec vos autres outils, tels que vos logiciels de gestion de la relation client (CRM), de comptabilité, de collaboration, d’automatisation de la force de vente et de gestion de projet. Si vous vendez des produits ou services en ligne, ce logiciel devra également se connecter à vos outils d’e-commerce.
  • Automatisation et plateformes d’intégration : il existe des plateformes d’automatisation et d’intégration tierces telles que ZapierMicrosoft Power AutomateIFTTT et Automate.io qui aident les outils à se connecter les uns aux autres. Ces logiciels s’avèrent utiles si vous avez deux outils qui ne s’intègrent pas directement les uns aux autres.

3. Les fonctionnalités de sécurité nécessaires aux logiciels de marketing automation

Quelles que soient les fonctionnalités que propose un outil, vous avez besoin d’un logiciel de marketing qui soit capable de protéger vos données.

Du règlement général sur la protection des données (RGPD) à la norme ISO 27001  en passant par la norme de sécurité de l’industrie des cartes de paiement (Payment Card Industry Data Security Standard ou PCI DSS), il existe plusieurs standards de sécurité et de confidentialité que le logiciel doit respecter. La plupart des outils proposent des documents informatifs sur leurs politiques de confidentialité et de sécurité, mais le jargon juridique peut s’avérer complexe. 

À la place, vous pouvez vous concentrer sur ces trois paramètres :

  • Cryptage des informations sensibles au repos : de préférence réalisé via la norme de chiffrement avancé (Advanced Encryption Standard ou AES), un algorithme standard utilisé dans le monde entier pour chiffrer des données.
  • HTTPS pour toutes les pages : le protocole de transfert hypertextuel sécurisé (Hypertext Transfer Protocol Secure ou HTTPS) désigne un protocole qui sécurise les communications sur Internet. Il s’appuie sur la sécurité de la couche de transport (Transport Layer Security ou TLS) ou son prédécesseur, la couche de sockets sécurisée (Secure Sockets Layer ou SSL) comme protocole de chiffrement.
  • Options d’authentification à plusieurs facteurs : il s’agit d’un système d’authentification où les utilisateurs ont accès à l’outil seulement quand ils peuvent fournir au moins deux éléments prouvant leur identité et leur droit d’accès. 

Au-delà de ces trois aspects, vous pouvez aussi vous pencher sur la surveillance des serveurs système 24 x 7 x 365 et sur les sauvegardes hors site. Vérifiez également si le vendeur réalise des analyses automatisées des vulnérabilités dans le réseau, l’hôte et les applications, et s’il forme ses employés pour renforcer la sécurité et la communication.

Trouver un outil de marketing automation pour son entreprise

Maintenant que vous savez ce qu’est le marketing automation et comment cette automatisation peut améliorer votre stratégie de marketing, il est temps d’envisager de la mettre en œuvre. Sachez que les fonctionnalités, les intégrations et les mesures de sécurité ne sont pas les seules choses à prendre en compte. 

Comme point de départ pour identifier rapidement les produits spécifiques à vos besoins, essayez notre système de comparaison de logiciels. Celui-ci élimine toutes les options non spécifiques et vous permet de comparer jusqu’à quatre produits côte à côte afin d’affiner votre recherche et d’aboutir au meilleur choix.

Et maintenant ? Consultez notre catalogue de logiciels de marketing automation pour trouver l’outil qu’il vous faut.