{"id":4734,"date":"2026-01-06T15:33:42","date_gmt":"2026-01-06T15:33:42","guid":{"rendered":"https:\/\/imagino.com\/fr\/?post_type=resources&#038;p=4734"},"modified":"2026-01-06T16:01:02","modified_gmt":"2026-01-06T16:01:02","slug":"role-crm-campaign-manager","status":"publish","type":"resources","link":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/","title":{"rendered":"La vie (pas si secr\u00e8te) d\u2019un(e)\u00a0CRM\u00a0Campaign Manager\u00a0\u00a0"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-69e62ed12a829\" class=\"hero-legal-section u-gradient--pink-purple u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/fr\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>La vie (pas si secr\u00e8te) d\u2019un(e) CRM Campaign Manager<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        par Alex Croker, Consultant Solutions chez imagino                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69e62ed12dbac\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <h2>Mais au fond, que fait vraiment le CRM Campaign Manager ?<\/h2>\n<p>Si vous avez d\u00e9j\u00e0 travaill\u00e9 avec une \u00e9quipe CRM, ou simplement entendu parler d\u2019elle quelque part au d\u00e9tour d\u2019une r\u00e9union de campagne, vous vous \u00eates peut-\u00eatre d\u00e9j\u00e0 pos\u00e9 la question : \u00ab\u00a0Mais concr\u00e8tement, qu\u2019est-ce qu\u2019ils font ?\u00a0\u00bb.<\/p>\n<p>Pour commencer, nous ne sommes pas des cr\u00e9atifs au sens traditionnel d\u2019une agence de publicit\u00e9. Nous ne sommes pas non plus des data scientists, ni des \u00e9quipes IT. Et pourtant, nous touchons un peu \u00e0 tout\u2026 et \u00e0 rien en m\u00eame temps.<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69e62ed12dbb2\" class=\"image__inner u-gradient--green-blue--dark\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/01\/The-secret-life-of-CRM-campaign-manager.webp\" alt=\"The secret life of CRM campaign manager\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12e372\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Apr\u00e8s quelques ann\u00e9es dans le CRM, \u00e0 la fois c\u00f4t\u00e9 strat\u00e9gie et c\u00f4t\u00e9 marque, j\u2019ai vu beaucoup de situations diff\u00e9rentes. Les processus changent peu, les plateformes \u00e9voluent, la politique bouge toujours. Mais au final, le r\u00f4le consiste surtout \u00e0 <strong>connecter les outils, les \u00e9quipes et les projets pour faire marcher le marketing<\/strong>.<\/p>\n<p>Tout commence par ce que j\u2019aime appeler le <strong>cycle de vie CRM<\/strong>. *<\/p>\n<p><em>* Un glossaire est disponible plus bas pour expliquer les termes ou acronymes un peu obscurs qui pourraient vous faire lever un sourcil. <\/em><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12e69a\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--green\">\u00c9tape 1 \u2013 Le brief de cr\u00e9ation de campagne<\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\">Un m\u00e9lange d\u2019id\u00e9es concr\u00e8tes et vagues, avec des ingr\u00e9dients manquants<\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12eae9\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Chaque campagne est cens\u00e9e commencer par un brief. Id\u00e9alement, il nous pr\u00e9cise :<\/p>\n<ul>\n<li>Quel est le message ?<\/li>\n<li>\u00c0 qui il s\u2019adresse ?<\/li>\n<li>Quel est l\u2019objectif (conversion, r\u00e9tention, engagement) ?<\/li>\n<li>Quel canal client utiliser, et si nous disposons des bonnes donn\u00e9es pour segmenter, personnaliser et cibler efficacement ?<\/li>\n<li>O\u00f9 se situe le mod\u00e8le de donn\u00e9es ?<\/li>\n<li>Quand la campagne doit \u00eatre diffus\u00e9e ?<\/li>\n<\/ul>\n<p>Dans la r\u00e9alit\u00e9, ce que nous recevons varie \u00e9norm\u00e9ment. Parfois, on nous briefe sur des segments d\u2019audience qui n\u2019existent pas encore. Parfois, on nous demande d\u2019utiliser un mod\u00e8le pr\u00e9dictif auquel nous n\u2019avons jamais eu acc\u00e8s. D\u2019autres fois, on nous sollicite pour lancer une campagne qui chevauche d\u2019autres campagnes d\u00e9j\u00e0 en cours.<\/p>\n<p>C\u2019est un peu comme essayer de monter un meuble Ikea <strong>avec des pi\u00e8ces manquantes et sans notice<\/strong>.<\/p>\n<p>Malgr\u00e9 tout, la date limite reste fixe et, avec un temps limit\u00e9 et de nombreuses demandes urgentes, nous ne pouvons tout simplement pas dire oui \u00e0 tout, aussi bonne soit notre volont\u00e9.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12ec91\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--pink\">\u00c9tape 2 \u2013 La construction de la campagne marketing<\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\">Le labyrinthe CRM des acc\u00e8s et du SQL <\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12f187\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>L\u2019\u00e9tape suivante consiste \u00e0 <strong>construire concr\u00e8tement la campagne<\/strong>.<\/p>\n<p>En g\u00e9n\u00e9ral, nous utilisons une <a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/campaign-activation\/\">plateforme de marketing automation<\/a> pour la mettre en place. Cela implique le plus souvent :<\/p>\n<ul>\n<li>Extraire ou construire <strong>le bon segment d\u2019audience<\/strong> via du SQL ou des builders visuels (bien souvent, le segment exact n\u2019existe pas dans les outils)<\/li>\n<li>Se connecter aux <strong>bonnes sources de donn\u00e9es<\/strong><\/li>\n<li>Appliquer des <strong>r\u00e8gles de pression commerciale<\/strong> et des plafonds de fr\u00e9quence<\/li>\n<li>Construire le <strong>sc\u00e9nario de campagne<\/strong> : logique d\u2019entr\u00e9e, exclusions, variantes<\/li>\n<li>Tester la <strong>logique des messages<\/strong> (contenus dynamiques, r\u00e8gles conditionnelles, etc.)<\/li>\n<li>V\u00e9rifier la <strong>qualit\u00e9<\/strong> (QA) de l\u2019ensemble du <strong>parcours client<\/strong><\/li>\n<\/ul>\n<p>\u00c7a semble plut\u00f4t simple, non ? Mais l\u2019un des plus gros d\u00e9fis qui appara\u00eet tr\u00e8s t\u00f4t dans ce processus, c\u2019est <strong>l\u2019acc\u00e8s<\/strong>.<\/p>\n<p>Souvent, nous n\u2019avons pas acc\u00e8s aux donn\u00e9es mentionn\u00e9es dans le brief. Le mod\u00e8le peut se trouver dans un environnement totalement diff\u00e9rent, prot\u00e9g\u00e9 par des droits qui ne nous sont pas accord\u00e9s. Obtenir ces autorisations peut prendre 2 \u00e0 3 jours, \u00e0 condition que la bonne personne soit disponible pour valider.<\/p>\n<p>Et m\u00eame si le <strong>SLA<\/strong> (accord de niveau de service) annonce \u00ab 4 jours entre le brief et le d\u00e9ploiement \u00bb, ce planning ne tient pas compte des d\u00e9lais li\u00e9s \u00e0 l\u2019obtention des acc\u00e8s, au travail des analystes pour construire les donn\u00e9es n\u00e9cessaires \u00e0 la finalisation du fichier d\u2019audience, \u00e0 la validation des donn\u00e9es ou \u00e0 la correction de mod\u00e8les d\u00e9faillants.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12f32e\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--orange\">\u00c9tape 3 \u2013 Le d\u00e9ploiement de la campagne<\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\">S\u2019il vous pla\u00eet, n\u2019appuyez pas encore sur \u201cenvoyer\u201d <\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12f743\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Votre campagne est pr\u00eate, il est temps de la publier.<\/p>\n<p>En th\u00e9orie, il suffirait d\u2019appuyer sur \u201cenvoyer\u201d. En pratique, une <strong>checklist compl\u00e8te<\/strong> s\u2019impose avant de cliquer :<\/p>\n<ul>\n<li>V\u00e9rification finale des contenus (pour \u00e9viter un nouvel email \u00ab Bonjour Linda \u00bb envoy\u00e9 \u00e0 200 personnes)<\/li>\n<li>Validation du tracking des liens<\/li>\n<li>Tests d\u2019affichage sur les diff\u00e9rents appareils (et les bizarreries d\u2019Outlook)<\/li>\n<li>Tests de validation utilisateur (UAT) par les \u00e9quipes marketing ou juridiques<\/li>\n<li>Ajustements de derni\u00e8re minute sur les textes (toujours juste avant la validation finale)<\/li>\n<\/ul>\n<p>\u00c0 noter, les interfaces de d\u00e9ploiement sont souvent pens\u00e9es pour des profils techniques, <strong>pas pour des marketeurs<\/strong>.<\/p>\n<p>Si vous ne ma\u00eetrisez pas le HTML, si vous ne savez pas d\u00e9tecter un token cass\u00e9 ou comprendre pourquoi la taille de votre audience a chut\u00e9 de 30 %, vous \u00eates bloqu\u00e9(e). Certains outils n\u00e9cessitent du SQL (Structured Query Language) pour simplement extraire une audience. D\u2019autres demandent des comp\u00e9tences en CSS (Cascading Style Sheets) pour aligner correctement le texte de votre email.<\/p>\n<p>Sans ces comp\u00e9tences en interne, il faut faire appel \u00e0 des freelances ou former les \u00e9quipes existantes. Une pratique qui devient rapidement chronophage et co\u00fbteuse.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12f8e6\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--purple\">\u00c9tape 4 \u2013 L\u2019analyse des r\u00e9sultats de la campagne<\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\">L\u2019\u00e9tape \u00e0 laquelle on consacre le moins de temps\u2026 <\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12fcd3\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Une fois la campagne lanc\u00e9e, la derni\u00e8re \u00e9tape est l\u2019analyse. C\u2019est le moment de se poser les bonnes questions :<\/p>\n<ul>\n<li>Qui a ouvert ?<\/li>\n<li>Qui a cliqu\u00e9 ?<\/li>\n<li>Est-ce que la campagne a d\u00e9clench\u00e9 le comportement attendu ?<\/li>\n<li>A-t-elle impact\u00e9 n\u00e9gativement une autre campagne ?<\/li>\n<li>A-t-elle touch\u00e9 le mauvais segment d\u2019audience ? (Oui, \u00e7a arrive)<\/li>\n<li>Que peut-on am\u00e9liorer dans nos checklists pour \u00e9viter de reproduire les m\u00eames erreurs ?<\/li>\n<\/ul>\n<p>C\u2019est ici que le CRM rejoint l\u2019analytics. Certaines \u00e9quipes disposent de tableaux de bord d\u00e9di\u00e9s, d\u2019autres d\u00e9pendent des \u00e9quipes BI (Business Intelligence) pour obtenir des rapports post-campagne.<\/p>\n<p>Dans tous les cas, il s\u2019agit d\u2019une \u00e9tape <strong>critique<\/strong>, souvent n\u00e9glig\u00e9e dans la course \u00e0 la campagne suivante.<\/p>\n<p>Sans cette boucle de feedback, il devient difficile de savoir si une campagne est r\u00e9ellement efficace ou si l\u2019on crie simplement dans le vide.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed12fe99\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--blue\">Alors\u2026 que faisons-nous vraiment ?<\/span><\/h2>\r\n                                                                                <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e62ed1303aa\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Le CRM, ce n\u2019est pas juste envoyer des emails. C\u2019est le <strong>moteur invisible<\/strong> qui permet au marketing de fonctionner. Nous sommes \u00e0 l\u2019intersection du marketing, de la data et de la technologie. Nous construisons des parcours automatis\u00e9s, appliquons des r\u00e8gles de contact, et veillons \u00e0 ce que <strong>le bon message atteigne la bonne personne, au bon moment<\/strong>.<\/p>\n<p>C\u2019est un exercice d\u2019\u00e9quilibriste entre acc\u00e8s aux donn\u00e9es, logique, timing et empathie. Et si personne ne nous remarque, c\u2019est g\u00e9n\u00e9ralement que tout s\u2019est d\u00e9roul\u00e9 comme pr\u00e9vu.<\/p>\n<p><em>Sign\u00e9,<\/em><br \/>\n<strong>Un ancien Campaign Manager marketing<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>Glossaire des termes CRM<\/h2>\n<p><strong>SQL (Structured Query Language)<\/strong> \u2013 Le langage que l\u2019on utilise pour \u201cparler\u201d aux bases de donn\u00e9es. Si vous voulez identifier les clients ayant achet\u00e9 des baskets au cours des 6 derniers jours, c\u2019est ainsi que vous posez la question. Oui, une virgule manquante peut ruiner votre journ\u00e9e.<\/p>\n<p><strong>CSS (Cascading Style Sheets)<\/strong> \u2013 Ce qui rend les emails et les sites web jolis. Sans CSS, tout ressemble \u00e0 du Times New Roman\u2026 et c\u2019est triste.<\/p>\n<p><strong>Mod\u00e8le pr\u00e9dictif<\/strong> \u2013 Une estimation un peu sophistiqu\u00e9e, bas\u00e9e sur la data, de ce qu\u2019un client pourrait faire ensuite.<\/p>\n<p><strong>BI (Business Intelligence)<\/strong> \u2013 Transforme la data en tableaux de bord et rapports, indique ce qui a fonctionn\u00e9, ce qui n\u2019a pas fonctionn\u00e9, et si un taux de clic de 0,2 % valait vraiment les 18 heures de construction.<\/p>\n<p><strong>CRM (Customer Relationship Management)<\/strong> \u2013 Gestion de la relation client.<\/p>\n<p><strong>SLA (Service Level Agreement)<\/strong> \u2013 Le d\u00e9lai dans lequel on s\u2019engage \u00e0 livrer quelque chose. Souvent optimiste, parfois r\u00e9aliste.<\/p>\n<p><strong>QA (Quality Assurance)<\/strong> \u2013 On teste, on reteste, puis on teste encore, pour s\u2019assurer que rien ne casse.<\/p>\n<p><strong>UAT (User Acceptance Testing)<\/strong> \u2013 La validation finale par les \u00e9quipes marketing et m\u00e9tier : le fameux \u00ab est-ce que c&rsquo;est ok ? \u00bb. C\u2019est g\u00e9n\u00e9ralement l\u00e0 que surgissent les demandes de modification de derni\u00e8re minute du type \u00ab on peut juste changer la formulation ? \u00bb.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-69e62ed13105d\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--green-blue--dark gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/11\/Comment-generer-de-la-valeur-durable-avec-une-CEP-300x203.png\" alt=\"Comment g\u00e9n\u00e9rer de la valeur durable avec une CEP - Guide pratique\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-green\">Avis d&rsquo;expert<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">Fran\u00e7ais<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">Comment g\u00e9n\u00e9rer de la valeur durable avec une Customer Engagement Platform ?<\/h2>\n                                                    <div class=\"description\"><p>Facilitez le travail de votre CRM Campaign Manager en adoptant une Customer Engagement Platform (CEP). T\u00e9l\u00e9chargez notre avis d\u2019expert \u00ab\u00a0Comment g\u00e9n\u00e9rer de la valeur durable avec une CEP\u00a0\u00bb pour comprendre ses atouts, les bons crit\u00e8res de choix et inspirez-vous d\u2019exemples d\u2019entreprises qui l\u2019utilisent pour orchestrer efficacement leurs parcours clients.<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/fr\/resource\/comment-generer-valeur-durable-avec-cep\/\" target=\"\" class=\"btn--small btn btn--gradient-purple\">T\u00e9l\u00e9chargez notre avis d&#039;expert<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>Si vous avez d\u00e9j\u00e0 travaill\u00e9 avec une \u00e9quipe CRM, vous vous \u00eates peut-\u00eatre d\u00e9j\u00e0 demand\u00e9 : \u00ab\u00a0Mais concr\u00e8tement, que faisons-nous vraiment\u00a0?\u00a0\u00bb<\/p>\n","protected":false},"featured_media":4738,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[],"class_list":["post-4734","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-articles-de-blog","resources_category-contenus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>La vie (pas si secr\u00e8te) d\u2019un(e) CRM Campaign Manager<\/title>\n<meta name=\"description\" content=\"Si vous avez d\u00e9j\u00e0 travaill\u00e9 avec une \u00e9quipe CRM, vous vous \u00eates peut-\u00eatre d\u00e9j\u00e0 demand\u00e9 : \u00ab Mais concr\u00e8tement, que faisons-nous vraiment ? \u00bb\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La vie (pas si secr\u00e8te) d\u2019un(e)\u00a0CRM\u00a0Campaign Manager\u00a0\u00a0\" \/>\n<meta property=\"og:description\" content=\"Si vous avez d\u00e9j\u00e0 travaill\u00e9 avec une \u00e9quipe CRM, vous vous \u00eates peut-\u00eatre d\u00e9j\u00e0 demand\u00e9 : \u00ab Mais concr\u00e8tement, que faisons-nous vraiment ? \u00bb\" \/>\n<meta property=\"og:url\" content=\"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/\" \/>\n<meta property=\"og:site_name\" content=\"imagino France\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-06T16:01:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/01\/The-secret-life-of-CRM-campaign-manager.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"657\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/resource\\\/role-crm-campaign-manager\\\/\",\"url\":\"https:\\\/\\\/imagino.com\\\/fr\\\/resource\\\/role-crm-campaign-manager\\\/\",\"name\":\"La vie (pas si secr\u00e8te) d\u2019un(e) CRM Campaign Manager\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/resource\\\/role-crm-campaign-manager\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/resource\\\/role-crm-campaign-manager\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/imagino.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/7\\\/2026\\\/01\\\/The-secret-life-of-CRM-campaign-manager.webp\",\"datePublished\":\"2026-01-06T15:33:42+00:00\",\"dateModified\":\"2026-01-06T16:01:02+00:00\",\"description\":\"Si vous avez d\u00e9j\u00e0 travaill\u00e9 avec une \u00e9quipe CRM, vous vous \u00eates peut-\u00eatre d\u00e9j\u00e0 demand\u00e9 : \u00ab Mais concr\u00e8tement, que faisons-nous vraiment ? \u00bb\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/resource\\\/role-crm-campaign-manager\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/imagino.com\\\/fr\\\/resource\\\/role-crm-campaign-manager\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/resource\\\/role-crm-campaign-manager\\\/#primaryimage\",\"url\":\"https:\\\/\\\/imagino.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/7\\\/2026\\\/01\\\/The-secret-life-of-CRM-campaign-manager.webp\",\"contentUrl\":\"https:\\\/\\\/imagino.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/7\\\/2026\\\/01\\\/The-secret-life-of-CRM-campaign-manager.webp\",\"width\":1500,\"height\":657,\"caption\":\"The secret life of CRM campaign manager\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/resource\\\/role-crm-campaign-manager\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"imagino\",\"item\":\"https:\\\/\\\/imagino.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La vie (pas si secr\u00e8te) d\u2019un(e)\u00a0CRM\u00a0Campaign Manager\u00a0\u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/imagino.com\\\/fr\\\/\",\"name\":\"imagino France\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/imagino.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/#organization\",\"name\":\"imagino France\",\"url\":\"https:\\\/\\\/imagino.com\\\/fr\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/imagino.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/7\\\/2025\\\/05\\\/Logo-imagino-colors.svg\",\"contentUrl\":\"https:\\\/\\\/imagino.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/7\\\/2025\\\/05\\\/Logo-imagino-colors.svg\",\"width\":1,\"height\":1,\"caption\":\"imagino France\"},\"image\":{\"@id\":\"https:\\\/\\\/imagino.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/imagino-software\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"La vie (pas si secr\u00e8te) d\u2019un(e) CRM Campaign Manager","description":"Si vous avez d\u00e9j\u00e0 travaill\u00e9 avec une \u00e9quipe CRM, vous vous \u00eates peut-\u00eatre d\u00e9j\u00e0 demand\u00e9 : \u00ab Mais concr\u00e8tement, que faisons-nous vraiment ? \u00bb","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/","og_locale":"fr_FR","og_type":"article","og_title":"La vie (pas si secr\u00e8te) d\u2019un(e)\u00a0CRM\u00a0Campaign Manager\u00a0\u00a0","og_description":"Si vous avez d\u00e9j\u00e0 travaill\u00e9 avec une \u00e9quipe CRM, vous vous \u00eates peut-\u00eatre d\u00e9j\u00e0 demand\u00e9 : \u00ab Mais concr\u00e8tement, que faisons-nous vraiment ? \u00bb","og_url":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/","og_site_name":"imagino France","article_modified_time":"2026-01-06T16:01:02+00:00","og_image":[{"width":1500,"height":657,"url":"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/01\/The-secret-life-of-CRM-campaign-manager.webp","type":"image\/webp"}],"twitter_card":"summary_large_image","twitter_misc":{"Dur\u00e9e de lecture estim\u00e9e":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/","url":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/","name":"La vie (pas si secr\u00e8te) d\u2019un(e) CRM Campaign Manager","isPartOf":{"@id":"https:\/\/imagino.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/#primaryimage"},"image":{"@id":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/#primaryimage"},"thumbnailUrl":"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/01\/The-secret-life-of-CRM-campaign-manager.webp","datePublished":"2026-01-06T15:33:42+00:00","dateModified":"2026-01-06T16:01:02+00:00","description":"Si vous avez d\u00e9j\u00e0 travaill\u00e9 avec une \u00e9quipe CRM, vous vous \u00eates peut-\u00eatre d\u00e9j\u00e0 demand\u00e9 : \u00ab Mais concr\u00e8tement, que faisons-nous vraiment ? \u00bb","breadcrumb":{"@id":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/#primaryimage","url":"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/01\/The-secret-life-of-CRM-campaign-manager.webp","contentUrl":"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/01\/The-secret-life-of-CRM-campaign-manager.webp","width":1500,"height":657,"caption":"The secret life of CRM campaign manager"},{"@type":"BreadcrumbList","@id":"https:\/\/imagino.com\/fr\/resource\/role-crm-campaign-manager\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"imagino","item":"https:\/\/imagino.com\/fr\/"},{"@type":"ListItem","position":2,"name":"La vie (pas si secr\u00e8te) d\u2019un(e)\u00a0CRM\u00a0Campaign Manager\u00a0\u00a0"}]},{"@type":"WebSite","@id":"https:\/\/imagino.com\/fr\/#website","url":"https:\/\/imagino.com\/fr\/","name":"imagino France","description":"","publisher":{"@id":"https:\/\/imagino.com\/fr\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/imagino.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/imagino.com\/fr\/#organization","name":"imagino France","url":"https:\/\/imagino.com\/fr\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/imagino.com\/fr\/#\/schema\/logo\/image\/","url":"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/05\/Logo-imagino-colors.svg","contentUrl":"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/05\/Logo-imagino-colors.svg","width":1,"height":1,"caption":"imagino France"},"image":{"@id":"https:\/\/imagino.com\/fr\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/imagino-software\/"]}]}},"_links":{"self":[{"href":"https:\/\/imagino.com\/fr\/wp-json\/wp\/v2\/resources\/4734","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagino.com\/fr\/wp-json\/wp\/v2\/resources"}],"about":[{"href":"https:\/\/imagino.com\/fr\/wp-json\/wp\/v2\/types\/resources"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagino.com\/fr\/wp-json\/wp\/v2\/media\/4738"}],"wp:attachment":[{"href":"https:\/\/imagino.com\/fr\/wp-json\/wp\/v2\/media?parent=4734"}],"wp:term":[{"taxonomy":"resources_category","embeddable":true,"href":"https:\/\/imagino.com\/fr\/wp-json\/wp\/v2\/resources_category?post=4734"},{"taxonomy":"resources_sector","embeddable":true,"href":"https:\/\/imagino.com\/fr\/wp-json\/wp\/v2\/resources_sector?post=4734"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}