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Améliorez la segmentation de vos marchés grâce aux données marketing dont vous disposez. Créez un modèle de buyer persona qui met l'accent sur ce qui est unique chez votre clientèle cible. Et ce n'est pas tout. HubSpot vous propose d'aller encore plus loin. L'outil vous permet de concevoir et de contrôler une mise en page de qualité professionnelle pour représenter chaque persona. Cet outil est à votre disposition gratuitement, ce qui vous donne la possibilité de créer en ligne tous les personas dont votre stratégie a besoin.</p> </div> </div> </div></div></div> </div> </section> </div> <div id="hs_cos_wrapper_module_16772353283223" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <section id="module_16772353283223" class="csol-section csol-section-header -light -padding-top-s -padding-bottom-xs"> <div class="csol-section-wrapper"> <h2 class="csol-section-header-heading -large">Foire aux questions</h2> </div> </section> </div> <div id="hs_cos_wrapper_module_16772335136812" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <section id="module_16772335136812" class="csol-section csol-accordion - -card -contain-in-wrapper -light -padding-top-xs -padding-bottom-md"> <div class="csol-section-wrapper"> <div class="csol-accordion-container"> <div class="cl-accordion -medium -light -card" data-cl-single="true"> <div class="cl-accordion-item"><h2 class="cl-accordion-heading"><button class="cl-accordion-button"> <svg class="cl-icon cl-accordion-icon" aria-hidden="true"> <use href="#cl-icon-down" /> </svg> User persona ou buyer persona ? </button></h2><div class="cl-accordion-content-container"> <div class="cl-accordion-content csol-accordion-content -media-first -medium-media"> <div class="cl-rich-text csol-accordion-rich-text">Un buyer persona est une représentation semi-fictive de votre client idéal, tandis qu’un user persona est une représentation de l'utilisateur de vos produits. Un buyer persona peut être un utilisateur, mais ce n’est pas toujours le cas. Pour les deux personas, le profil est créé à partir d'une analyse du marché et de données réelles sur vos clients existants. Les personas peuvent être conçus de différentes façons. Le plus souvent, ils sont créés sous la forme d’un document type d'une ou deux pages qui met l'accent sur un certain nombre de détails clés du personnage : ses motivations, ses objectifs, ses besoins, ses envies et ses problématiques.</div></div> </div> </div> <div class="cl-accordion-item"><h2 class="cl-accordion-heading"><button class="cl-accordion-button"> <svg class="cl-icon cl-accordion-icon" aria-hidden="true"> <use href="#cl-icon-down" /> </svg> Comment créer un buyer persona ? </button></h2><div class="cl-accordion-content-container"> <div class="cl-accordion-content csol-accordion-content -media-first -medium-media"> <div class="cl-rich-text csol-accordion-rich-text">Voici comment créer un persona :<br> <ol> <li>Rassembler des informations à propos du type de clientèle ciblée le plus spécifiquement possible. Il est conseillé d'utiliser un mélange d'informations démographiques, comportementales et psychographiques. Pour obtenir ces données, vous pouvez utiliser des questionnaires, des interviews, des bases de données payantes ou encore votre CRM.</li> <li>Se renseigner sur les besoins et les objectifs distinctifs de cette cible en réfléchissant au plus proche de la réalité.</li> <li>Créer les personas en combinant ces deux types d'informations afin de concevoir un reflet fidèle de l'utilisateur.</li> <li>Enfin, faire correspondre le profil du persona au produit visé et mettre en avant la solution apportée à l’utilisateur.</li> </ol> <p>En suivant ces étapes, le persona que vous construisez sera à la fois précis et authentique. Les modèles de buyer persona ont le potentiel d'ajouter une structuration essentielle à ce processus.</p></div></div> </div> </div> <div class="cl-accordion-item"><h2 class="cl-accordion-heading"><button class="cl-accordion-button"> <svg class="cl-icon cl-accordion-icon" aria-hidden="true"> <use href="#cl-icon-down" /> </svg> Pourquoi le buyer persona est-il important ? </button></h2><div class="cl-accordion-content-container"> <div class="cl-accordion-content csol-accordion-content -media-first -medium-media"> <div class="cl-rich-text csol-accordion-rich-text">Les buyer personas sont importants car ils permettent de segmenter les différents types de clients ciblés par une entreprise. Le fait de comprendre les motivations, les objectifs et les comportements de votre cible vous donne le potentiel d’améliorer l'impact de votre stratégie marketing et commerciale. Vous observez ainsi une progression de l’engagement de vos potentiels clients ainsi qu'un réel gain de leads de qualité.</div></div> </div> </div> <div class="cl-accordion-item"><h2 class="cl-accordion-heading"><button class="cl-accordion-button"> <svg class="cl-icon cl-accordion-icon" aria-hidden="true"> <use href="#cl-icon-down" /> </svg> Qu'est-ce qu'un générateur de persona ? </button></h2><div class="cl-accordion-content-container"> <div class="cl-accordion-content csol-accordion-content -media-first -medium-media"> <div class="cl-rich-text csol-accordion-rich-text">Un générateur de persona est un outil qui permet de visualiser les différences clés entre les groupes qui constituent votre public cible. Les créateurs de persona facilitent considérablement le processus de compilation, d’élaboration et de partage de personnages par rapport à une création manuelle. En effet, ces derniers sont modélisés, standardisés et conçus pour être focalisés sur vos cibles.</div></div> </div> </div> </div> </div> </div> </section> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "User persona ou buyer persona ?", "acceptedAnswer": { "@type": "Answer", "text": "Un buyer persona est une repr\u00E9sentation semi-fictive de votre client id\u00E9al, tandis qu\u2019un user persona est une repr\u00E9sentation de l'utilisateur de vos produits. Un buyer persona peut \u00EAtre un utilisateur, mais ce n\u2019est pas toujours le cas. Pour les deux personas, le profil est cr\u00E9\u00E9 \u00E0 partir d'une analyse du march\u00E9 et de donn\u00E9es r\u00E9elles sur vos clients existants. Les personas peuvent \u00EAtre con\u00E7us de diff\u00E9rentes fa\u00E7ons. Le plus souvent, ils sont cr\u00E9\u00E9s sous la forme d\u2019un document type d'une ou deux pages qui met l'accent sur un certain nombre de d\u00E9tails cl\u00E9s du personnage : ses motivations, ses objectifs, ses besoins, ses envies et ses probl\u00E9matiques." } }, { "@type": "Question", "name": "Comment cr\u00E9er un buyer persona ?", "acceptedAnswer": { "@type": "Answer", "text": "Voici comment cr\u00E9er un persona :<br>\n<ol>\n<li>Rassembler des informations \u00E0 propos du type de client\u00E8le cibl\u00E9e le plus sp\u00E9cifiquement possible. Il est conseill\u00E9 d'utiliser un m\u00E9lange d'informations d\u00E9mographiques, comportementales et psychographiques. Pour obtenir ces donn\u00E9es, vous pouvez utiliser des questionnaires, des interviews, des bases de donn\u00E9es payantes ou encore votre CRM.<\/li>\n<li>Se renseigner sur les besoins et les objectifs distinctifs de cette cible en r\u00E9fl\u00E9chissant au plus proche de la r\u00E9alit\u00E9.<\/li>\n<li>Cr\u00E9er les personas en combinant ces deux types d'informations afin de concevoir un reflet fid\u00E8le de l'utilisateur.<\/li>\n<li>Enfin, faire correspondre le profil du persona au produit vis\u00E9 et mettre en avant la solution apport\u00E9e \u00E0 l\u2019utilisateur.<\/li>\n<\/ol>\n<p>En suivant ces \u00E9tapes, le persona que vous construisez sera \u00E0 la fois pr\u00E9cis et authentique. Les mod\u00E8les de buyer persona ont le potentiel d'ajouter une structuration essentielle \u00E0 ce processus.<\/p>" } }, { "@type": "Question", "name": "Pourquoi le buyer persona est-il important ?", "acceptedAnswer": { "@type": "Answer", "text": "Les buyer personas sont importants car ils permettent de segmenter les diff\u00E9rents types de clients cibl\u00E9s par une entreprise. Le fait de comprendre les motivations, les objectifs et les comportements de votre cible vous donne le potentiel d\u2019am\u00E9liorer l'impact de votre strat\u00E9gie marketing et commerciale. Vous observez ainsi une progression de l\u2019engagement de vos potentiels clients ainsi qu'un r\u00E9el gain de leads de qualit\u00E9." } }, { "@type": "Question", "name": "Qu'est-ce qu'un g\u00E9n\u00E9rateur de persona ?", "acceptedAnswer": { "@type": "Answer", "text": "Un g\u00E9n\u00E9rateur de persona est un outil qui permet de visualiser les diff\u00E9rences cl\u00E9s entre les groupes qui constituent votre public cible. Les cr\u00E9ateurs de persona facilitent consid\u00E9rablement le processus de compilation, d\u2019\u00E9laboration et de partage de personnages par rapport \u00E0 une cr\u00E9ation manuelle. En effet, ces derniers sont mod\u00E9lis\u00E9s, standardis\u00E9s et con\u00E7us pour \u00EAtre focalis\u00E9s sur vos cibles." } } ] } </script> </div> <div id="hs_cos_wrapper_hyperlink_header" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> </div> <div id="hs_cos_wrapper_hyperlink_module" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> </div> <div style="display: none"> <a id="lang-en" href="https://www.hubspot.com/make-my-persona">English</a> <a id="lang-fr" href="https://www.hubspot.fr/make-my-persona">Français</a> <a id="lang-de" href="https://www.hubspot.de/make-my-persona">Deutsch</a> <a id="lang-es" href="https://www.hubspot.es/make-my-persona">Español</a> <a id="lang-pt" href="https://br.hubspot.com/make-my-persona">Português</a> <a id="lang-jp" href="https://www.hubspot.jp/make-my-persona">日本語</a> </div> </div> </div> <div class="rff-container"> <div id="hs_cos_wrapper_mmp_rff" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div id="mmp-rff-modal" class="msf-modal cl-modal" role="dialog" aria-modal="true" aria-labelledby="" aria-describedby="multi-step-form" data-cl-exit="false"> <div class="cl-modal-backdrop" data-cl-modal="close"> <div class="cl-modal-main"> <div class="cl-modal-header -white"> <button class="cl-modal-close" data-cl-modal="close" type="button"> <span class="visually-hidden">Fermer</span> <svg class="cl-icon" aria-hidden="true"><use href="#close" /></svg> </button> </div> <div id="multi-step-form" class="cl-modal-content msf-modal-content"> <style>@keyframes msf-progress { 0% { transform: scaleX(0); opacity: 0; } 100% { transform: scaleX(1); opacity: 1; } } @keyframes msf-appear { 0% { scale: 0; } 100% { scale: 1; } } .msf-container { --rff-indicator-outline-color: var(--light-theme-background-01); --rff-indicator-incomplete-background-color: var(--cl-color-container-03); --rff-indicator-complete-background-color: var(--cl-color-success-01); --rff-indicator-incomplete-text-color: var(--cl-color-text-01); --rff-indicator-complete-text-color: var(--cl-color-text-on-color-01); --rff-indicator-incomplete-border-color: var(--cl-color-border-03); --rff-indicator-complete-border-color: transparent; margin: 0 auto; max-width: 720px; container-name: msf-container; container-type: inline-size; &.-dark { --rff-indicator-outline-color: var(--dark-theme-background-02); } } .msf-header { text-align: center; margin: 2em 0 0 0; } .msf-progress-bar { position: absolute; z-index: 0; top: 50%; left: 0; right: 0; transform: translateY(-50%) scaleX(0); opacity: 0; height: 2px; background-color: var(--light-theme-border-02); transform-origin: left; } .msf-container[data-show-steps='true'] .msf-progress-bar { animation: msf-progress 1s linear forwards; } .msf-progress-header { position: relative; max-width: 860px; margin: 1rem auto 2.5rem; } .msf-indicators { list-style: none; width: 100%; display: flex; justify-content: space-between; flex-direction: row; } .msf-indicator { position: relative; z-index: 1; display: flex; justify-content: center; align-items: center; width: 2rem; height: 2rem; color: var(--rff-indicator-incomplete-text-color); background-color: var(--rff-indicator-incomplete-background-color); border: 2px solid var(--rff-indicator-incomplete-border-color); border-radius: 50%; outline: 8px solid var(--rff-indicator-outline-color); scale: 0; transition: 0.3s background-color linear; font-size: var(--font-size-h6, 1rem); font-weight: var(--font-weight-h6, 500); line-height: var(--line-height-h6, 1.75); } .msf-indicator .cl-icon { display: none; } .msf-description { margin-bottom: 1.5rem; } .msf-container[data-show-steps='true'] .msf-indicator { animation: msf-appear 0.3s ease-out forwards; animation-delay: var(--delay); } .msf-indicator.complete, .msf-indicator.active { background-color: var(--rff-indicator-complete-background-color); color: var(--rff-indicator-complete-text-color); border-color: var(--rff-indicator-complete-border-color); } .msf-indicator.complete .cl-icon { height: 1rem; width: 1rem; position: absolute; fill: currentColor; display: flex; } .msf-indicator.complete > span { opacity: 0; /* effectively visually-hidden */ } .msf { --current-step: 1; position: relative; margin: 0 auto; max-width: 1080px; overflow: hidden; padding: 0.5rem; } .msf-list { display: flex; flex-direction: row; flex-wrap: nowrap; width: 100%; list-style: none; transform: translateX(calc(-100% * (var(--current-step) - 1))); transition: transform 0.35s ease-in-out; } .msf-step { width: 100%; min-width: 100%; display: flex; flex-direction: column; align-items: center; visibility: hidden; } .msf-step[data-active='true'] { visibility: visible; } .msf-step-fields { display: flex; flex-direction: column; } @container msf-container (width >= 600px) { .msf-step-fields { flex-direction: row; } } .msf-field + .msf-field { padding-top: 1.5rem; } @container msf-container (width >= 600px) { .msf-field + .msf-field { padding-left: 1.5rem; padding-top: 0; } } .msf-legal { max-height: 0; overflow: hidden; transition: max-height 0.5s ease-in; text-align: left; font-size: var(--font-size-small); line-height: var(--line-height-small); margin-top: 1.5rem; } .msf-legal > p { font-size: var(--font-size-small); line-height: var(--line-height-small); } .msf-navigation { position: relative; width: 100%; display: flex; align-items: center; justify-content: space-between; padding-top: 2rem; } .msf-next { position: relative; } .msf-submit { position: absolute; right: 0; visibility: hidden; } .msf[data-step='1'] .msf-previous { visibility: hidden; } .msf[data-last-step='true'] .msf-next { visibility: hidden; } .msf[data-last-step='true'] .msf-submit { visibility: visible; } .msf[data-last-step='true'] .msf-legal { max-height: 100vh; } /* Component library validation */ .msf .cl-input .cl-input-status { display: none; } .msf .cl-input.-invalid .cl-input-status { display: unset; } /* Loading states for CTAs */ .msf .cl-button { min-height: 41px; } .msf .cl-loading { position: absolute; display: none; top: 50%; left: 50%; transform: translate(-50%, -50%); } .msf-submit.loading > span, .msf-next.loading > span { visibility: hidden; } .msf-submit.loading > .cl-loading, .msf-next.loading > .cl-loading { display: block; } </style> <script id="rff-user-data" type="application/json"> { "firstName": "", "lastName": "", "email": "", "company": "", "website": "", "phone": "", "employees": "", "ipAddress": "8.222.208.146", "ipCountry": "sg", "partners": "", "customHiddenFields": [{"id":"mmp_id","value":null},{"id":"gacliendid","value":null},{"id":"gatrackid","value":null}], "language": "fr", "pageId": "13951243746" } </script> <div class="msf-container -light"> <div 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