{"id":5160,"date":"2016-12-01T11:21:29","date_gmt":"2016-12-01T10:21:29","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=5160"},"modified":"2020-06-22T11:51:07","modified_gmt":"2020-06-22T09:51:07","slug":"marketing-automation","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/","title":{"rendered":"Marketing automation: qu\u00e9 es y c\u00f3mo utilizarlo"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2803555710\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/\" data-essbisPostTitle=\"Marketing automation: qu\u00e9 es y c\u00f3mo utilizarlo\" data-essbisHoverContainer=\"\"><h2><span class=\"ez-toc-section\" id=\"Concepto_de_Marketing_automation\"><\/span>Concepto de&nbsp;Marketing automation<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab52efc5e8c3\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab52efc5e8c3\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/#Concepto_de_Marketing_automation\" >Concepto de&nbsp;Marketing automation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/#Ventajas_de_aplicarlo\" >Ventajas&nbsp;de aplicarlo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/#%C2%BFPara_que_se_utiliza\" >\u00bfPara qu\u00e9 se utiliza?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/#Elementos_que_lo_conforman\" >Elementos&nbsp;que lo conforman<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/#%C2%BFComo_sacarle_el_mayor_potencial_a_la_plataforma\" >\u00bfC\u00f3mo sacarle el mayor potencial a la plataforma?<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><strong>Marketing automation<\/strong> es la forma en que se procesan acciones de marketing mediante la utilizaci\u00f3n de <strong>software<\/strong> inform\u00e1tico para automatizarlas. Con ello, se consigue mayor rapidez, eficiencia y control sobre ellas.<\/p><div class=\"blogs-contenido\" id=\"blogs-1073101786\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Es la parte m\u00e1s automatizada del <strong>Inbound Marketing<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ventajas_de_aplicarlo\"><\/span>Ventajas&nbsp;de aplicarlo<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Varios son los puntos a su favor para que se tome en consideraci\u00f3n dentro del departamento de marketing;<\/p>\n<ul>\n<li>Permite <strong>desarrollar procesos<\/strong> complejos que de forma manual ser\u00edan dif\u00edciles de asumir.<\/li>\n<li>Logra el&nbsp;<strong>ahorro en costos<\/strong>, tanto en tiempo como en gasto de personal.<\/li>\n<li>Se<strong>&nbsp;identifican<\/strong>&nbsp;de forma m\u00e1s eficiente y r\u00e1pida aquellos <strong>leads<\/strong> que son m\u00e1s sensibles a acciones de marketing.<\/li>\n<li>Permite <strong>nutrirse de informaci\u00f3n<\/strong> para mejorar los procesos (lead nurtering) y la forma en como se consigue mayor engagement con los usuarios contactados.<\/li>\n<li>Consigue <strong>potenciar procesos<\/strong> bastante complejos como:\n<ul>\n<li>Procesos de lead nurturing.<\/li>\n<li>Gesti\u00f3n de campa\u00f1as.<\/li>\n<li>Segmentaci\u00f3n de clientes.<\/li>\n<li>Creaci\u00f3n de workflows.<\/li>\n<\/ul>\n<\/li>\n<li>Permite centrar el tiempo en procesos de valor a\u00f1adido:\n<ul>\n<li>An\u00e1lisis y Propuestas de mejora.<\/li>\n<li>Creaci\u00f3n de contenido y creatividad.<\/li>\n<li>Control y ejecuci\u00f3n dentro del funnel de ventas en tiempo real.<\/li>\n<li>Centrarse en el cliente y darle mayor experiencia de marca.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFPara_que_se_utiliza\"><\/span>\u00bfPara qu\u00e9 se utiliza?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Su utilizaci\u00f3n es casi una evoluci\u00f3n del <strong>email marketing<\/strong>. Pero ampliando procesos que de forma manual ser\u00edan casi imposibles para cualquier organizaci\u00f3n, tanto econ\u00f3micos como de personal.<\/p>\n<p>Y es que el centro de todo el Marketing automation es el potencial cliente, ampliando la forma en que los leads lleguen a la empresa y por ende se conviertan en clientes.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-77884400\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>La forma mayoritaria de utilizaci\u00f3n es mediante plataformas SaaS (Software as a Service), software l\u00f3gico compartido mediante las TIC.<\/p>\n<p>Existen multitud de plataformas que desarrollan y comparten este tipo de herramientas. Evaluarlas es algo necesario para que aporte lo que realmente se necesita. Son varios los puntos a evaluar, y que caracter\u00edsticas deben tener. Todo depende de lo que se necesite se adaptara o no. Apuntemos algunas;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Elementos_que_lo_conforman\"><\/span>Elementos&nbsp;que lo conforman<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li>Env\u00edo masivo de email publicitario y corporativo.<\/li>\n<li>Gesti\u00f3n y Dise\u00f1o de Landing Pages y CTA\u2019s.<\/li>\n<li>Dise\u00f1o de formularios que soporten diversas plataformas, incluidas las redes sociales.<\/li>\n<li>Lead nurtering.<\/li>\n<li>Lead scoring.<\/li>\n<li>Creaci\u00f3n de base de datos y la posibilidad de migrarla a un CRM. Mejor si puede ser integrada y que la parte comercial tenga datos.<\/li>\n<li>Creaci\u00f3n de informes para su an\u00e1lisis y que ayude a los Cuadros de mando y decisiones estrat\u00e9gicas.<\/li>\n<li>Que permita comunicarse por diferentes canales.<\/li>\n<li>Dise\u00f1os Responsive.<\/li>\n<li>Comunicaci\u00f3n via datos SMS.<\/li>\n<li>Cross-channel.<\/li>\n<li>Calculo de Ventas, Proyecciones de Ventas y ROI.<\/li>\n<li>Integraci\u00f3n en plataformas y aplicaciones de terceros.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFComo_sacarle_el_mayor_potencial_a_la_plataforma\"><\/span>\u00bfC\u00f3mo sacarle el mayor potencial a la plataforma?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ya depende del know-how previo en herramientas parecidas. Si una empresa viene de tener experiencia en campa\u00f1as de <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/plataformas-email-marketing\/\">email marketing<\/a>, algunas de las funciones pueden ser de gran ayuda para evolucionar.<\/p>\n<p>Tomar todas puede que sea demasiado al principio. Por ello deber\u00edamos tomar funciones que puedan potenciar el trabajo ya realizado y enfocado.<\/p>\n<p>El m\u00e1s habitual es el de procesos comparativos. Los famosos test A\/B para conocer cu\u00e1l de los dise\u00f1os y\/o creaciones son las de mayor apertura, contacto, aterrizar en una landing, etc.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-3825476980\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Esos primeros informes ya ayudaran a mejorar procesos internos del personal para la creaci\u00f3n de cuadros de mando y d\u00f3nde centrarse en cada parte del proceso. Eso arrojara unos datos de obtenci\u00f3n de leads, registros, ventas, etc que podr\u00e1n dar con una decisi\u00f3n estrat\u00e9gica de mayor alcance que si no obtuvi\u00e9ramos esa informaci\u00f3n. Por tanto estos procesos y su automatizaci\u00f3n ayudan a la toma de decisiones dando una mayor eficacia a la organizaci\u00f3n.<\/p>\n<p>Una vez el know-how va creciendo es hora de ir integrando el resto de herramientas y posibilidades de conocer mejor al cliente perfecto, como es el conocimiento de buyer persona, leads, clientes, segmento de mercado, ciclo de vida del producto, nuevas posibilidades de negocio, creaci\u00f3n y maduraci\u00f3n de nuevos productos, ampliaci\u00f3n de gamas y familias, etc.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/\" data-essbisPostTitle=\"Marketing automation: qu\u00e9 es y c\u00f3mo utilizarlo\" 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se conviertan en clientes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing automation: qu\u00e9 es y c\u00f3mo utilizarlo\" \/>\n<meta property=\"og:description\" content=\"El Marketing automation es el potencial cliente, ampliando la forma en que los leads llegan a la empresa, y por ende, se conviertan en clientes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/marketing-automation\/?o=5655\/page\/37\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing Online\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-01T10:21:29+00:00\" \/>\n<meta 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