{"id":6839,"date":"2018-05-10T10:30:38","date_gmt":"2018-05-10T08:30:38","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=6839"},"modified":"2020-06-22T12:03:59","modified_gmt":"2020-06-22T10:03:59","slug":"lead-generation-definicion-conceptos","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-generation-definicion-conceptos\/","title":{"rendered":"Lead Generation: qu\u00e9 es y por qu\u00e9 es tan importante"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2723338096\"><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\/lead-generation-definicion-conceptos\/\" data-essbisPostTitle=\"Lead Generation: qu\u00e9 es y por qu\u00e9 es tan importante\" data-essbisHoverContainer=\"\"><p>Como os promet\u00ed hoy comienzo por escribir <strong>mi primer post<\/strong> animado por&nbsp;mi tutor \u00c1ngel, anim\u00e1ndome a crear contenido y crecer en este campo que comienza a apasionarme. Usar\u00e9 una de mis experiencias sobre <strong>Lead Generation<\/strong> en el mundo de las nuevas tecnolog\u00edas. Un mercado en auge y que va unido de manera tan profunda al <a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">marketing<\/a>, que muchos ya lo asocian con la <strong>transformaci\u00f3n digital<\/strong> que est\u00e1n experimentando las empresas de todo el mundo.<\/p><div class=\"blogs-contenido\" id=\"blogs-2958713099\"><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<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_Lead_Generation\"><\/span><strong>\u00bfQu\u00e9 es Lead Generation?<\/strong><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-6ab5371c054b1\" 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-6ab5371c054b1\"  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\/lead-generation-definicion-conceptos\/#%C2%BFQue_es_Lead_Generation\" >\u00bfQu\u00e9 es Lead Generation?<\/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\/lead-generation-definicion-conceptos\/#%C2%BFPor_que_el_lead_es_tan_importante\" >\u00bfPor qu\u00e9 el lead es tan importante?<\/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\/lead-generation-definicion-conceptos\/#%C2%BFCuales_son_los_fundamentos_que_sostienen_la_teoria\" >\u00bfCu\u00e1les son los fundamentos que sostienen la teor\u00eda?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-generation-definicion-conceptos\/#Inbound_Marketing\" >Inbound Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-generation-definicion-conceptos\/#Marketing_saliente\" >Marketing saliente<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-generation-definicion-conceptos\/#%C2%BFQue_metricas_comunes_miden_la_calidad_de_los_Leads\" >\u00bfQu\u00e9 m\u00e9tricas comunes miden la calidad de los Leads?<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Comenzaremos definiendo <strong>Lead<\/strong> como aquella <strong>oportunidad de generar inter\u00e9s de interacci\u00f3n entre dos entes<\/strong>, ya sean empresas o usuarios, como el inicio de un<strong> proceso beneficioso para ambas partes<\/strong>. Esta oportunidad utiliza los <strong>canales digitales<\/strong>, pero no olvida los canales habituales como la<strong> v\u00eda telef\u00f3nica<\/strong> que en muchos casos nos presenta al cliente en primera instancia.<\/p>\n<p>Por tanto, lo que denominamos <strong>Lead Generation<\/strong> responde a una <strong>estrategia de marketing<\/strong> dirigida a <strong>maximizar el n\u00famero de leads conseguidos.<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFPor_que_el_lead_es_tan_importante\"><\/span><strong>\u00bfPor qu\u00e9 el lead es tan importante?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>La necesidad de <strong>diferenciarnos<\/strong> de todo el \u00abruido\u00bb de nuestros competidores y la b\u00fasqueda de <strong>nuevos nichos de mercado<\/strong> hace que nuestro contenido y estrategia hayan de ser diferentes.<\/li>\n<li>Hemos pasado a un <strong>entorno 2.0<\/strong> donde debemos ser encontrados para<strong> fomentar relaciones<\/strong> tratando de integrales <strong>todos los canales a nuestro alcance<\/strong> con nuestros propios datos tomando decisiones sometidas continuamente a estudio.<\/li>\n<li>La abundancia de informaci\u00f3n hace que la diversidad de fuentes nos bombardee con informaci\u00f3n que no siempre podemos o queremos interiorizar y por ello debemos <strong>centrarnos en generar atenci\u00f3n en pocos segundos<\/strong>. Por ello debemos crear atenci\u00f3n por lo aut\u00e9ntico y diferente olvid\u00e1ndonos de los <strong>m\u00e9todos est\u00e1ticos pasados<\/strong>.<\/li>\n<li>Los <strong>procesos de compra han cambiado<\/strong>, el usuario ya es un experto en el producto y en la mayor\u00eda de los casos acude a resolver sus dudas en el \u00faltimo tramo de decisi\u00f3n de compra. Debemos <strong>ser asesores y no vendedores<\/strong> en cada momento de la experiencia del usuario.<\/li>\n<li>Debemos incluir en nuestro prospecto la aparici\u00f3n del modelo&nbsp;<strong><em>Middle of the Funnel<\/em> (MOFU)<\/strong>, debido a que muchos de nuestros clientes potenciales <strong>no est\u00e1n preparados para la compra<\/strong>.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFCuales_son_los_fundamentos_que_sostienen_la_teoria\"><\/span><strong>\u00bfCu\u00e1les son los fundamentos que sostienen la teor\u00eda?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Son <strong>dos<\/strong> principalmente y deben asegurar las <strong>estrategias de mercado<\/strong> y la <strong>retenci\u00f3n&nbsp;de clientes<\/strong> trabajando como una estrategia total integrada de Lead Generation.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Inbound_Marketing\"><\/span>Inbound Marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Lo definiremos como el <strong>proceso de ayudar a clientes potenciales a encontrar su empresa<\/strong>, a menudo incluso antes de que est\u00e9n buscando hacer una compra, y luego convertir esa conciencia temprana en <strong>preferencia de marca<\/strong> y, finalmente, en clientes potenciales e ingresos\u00bb.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-2594373491\"><!------------------------   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>Este proceso ha de ser apoyado por <strong>otras herramientas digitales<\/strong> como un buen <strong>contenido optimizado<\/strong> y preparado para los motores de b\u00fasqueda org\u00e1nica&nbsp;(estrategia que se suele denominar como <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-posicionamiento-seo\/\"><strong>SEO: Search Engine Optimization<\/strong><\/a>), que a su vez deben estar complementados&nbsp;con <strong>sitios web, blogs y mass media<\/strong> alineados en el mismo sentido.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Marketing_saliente\"><\/span>Marketing saliente<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Mientras que el marketing entrante est\u00e1 recibiendo mucho revuelo, una mezcla de marketing completa debe incluir estrategias de marketing tanto entrantes como salientes.&nbsp;Inbound funciona para<strong> actividades amplias de generaci\u00f3n de leads<\/strong>, pero outbound es bueno para <strong>amplificar sus esfuerzos entrantes y enfocarse en oportunidades espec\u00edficas<\/strong>.<\/p>\n<p>Como hemos visto estas ramas del marketing <strong>han de apoyarse en herramientas&nbsp;<\/strong>que den visibilidad global al contenido, centr\u00e1ndonos&nbsp;aqu\u00ed&nbsp;en los <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/consejos-mejorar-estrategia-email-marketing\/\"><strong>emails de propaganda<\/strong><\/a>, <strong>ad displays\/banners<\/strong>, <strong><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/trucos-campanas-sem\/\">PPC<\/a> (<em>Pago Por Clic<\/em>)<\/strong> incluso <strong>eventos<\/strong> que muestren al mundo como lo hacemos y lo diferente que podemos ser para el usuario.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_metricas_comunes_miden_la_calidad_de_los_Leads\"><\/span>\u00bfQu\u00e9 m\u00e9tricas comunes miden la calidad de los Leads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Destacaremos algunas de las m\u00e9tricas m\u00e1s utilizadas en el Lead Generation que suelen ir dirigidas a <strong>estrategias de medici\u00f3n&nbsp;de resultados y de planificaci\u00f3n<\/strong>.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-2502544835\"><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<ul>\n<li><strong>Porcentaje de comercializaci\u00f3n de la contribuci\u00f3n al flujo de ventas<\/strong>: el porcentaje de los ingresos en la cartera de ventas (oportunidades) que se origin\u00f3 a partir de los esfuerzos de marketing<\/li>\n<li><strong>Cantidad de clientes potenciales calificados (Nurturing)<\/strong>: la cantidad de SQL enviados a sus equipos de ventas<\/li>\n<li><strong>Coste por consulta:<\/strong> coste total de adquisici\u00f3n de Leads \/ cantidad total de consultas<\/li>\n<li><strong>Coste por cliente potencial:<\/strong> Total de costes de campa\u00f1a \/ cantidad de clientes potenciales.<\/li>\n<\/ul>\n<p>Aqu\u00ed concluye mi primer post, esperando haberos dado una visi\u00f3n cercana y que os acerque un poco m\u00e1s al mundo del marketing. Espero que lo hay\u00e1is disfrutado tanto como yo y nos vemos en pronto.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/francisco-miguel-fern%C3%A1ndez-garc%C3%ADa-71530827\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Francisco Miguel Fern\u00e1ndez Garc\u00eda<\/strong><\/a>, alumno del <a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">M\u00e1ster en Marketing y Comunicaci\u00f3n Digital<\/a> en <a href=\"https:\/\/www.imf-formacion.com\">IMF Smart Education<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-generation-definicion-conceptos\/\" data-essbisPostTitle=\"Lead Generation: qu\u00e9 es y por qu\u00e9 es tan importante\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":6840,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4],"tags":[3746,210,2885,209,638,52,7486],"class_list":["post-6839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","tag-entorno-2-0","tag-inbound-marketing","tag-interaccion","tag-outbound-marketing","tag-ppc","tag-seo","tag-transformacion-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lead Generation: qu\u00e9 es y por qu\u00e9 es tan importante en el marketing actual<\/title>\n<meta name=\"description\" content=\"El Lead Generation es parte fundamental de la estrategia de cualquier empresa que trabaje el marketing digital. \u00bfQu\u00e9 debes saber sobre \u00e9l?\" \/>\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\/lead-generation-definicion-conceptos\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lead Generation: qu\u00e9 es y por qu\u00e9 es tan importante\" \/>\n<meta property=\"og:description\" content=\"El Lead Generation es parte fundamental de la estrategia de cualquier empresa que trabaje el marketing digital. \u00bfQu\u00e9 debes saber sobre \u00e9l?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-generation-definicion-conceptos\/?o=5655\/page\/5\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing Online\" \/>\n<meta property=\"article:author\" 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