{"id":6858,"date":"2018-05-17T12:37:47","date_gmt":"2018-05-17T10:37:47","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=6858"},"modified":"2020-06-22T12:04:11","modified_gmt":"2020-06-22T10:04:11","slug":"lead-scoring-que-es-estrategia-de-marketing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-que-es-estrategia-de-marketing\/","title":{"rendered":"Lead scoring: qu\u00e9 es y por qu\u00e9 es imprescindible en tu estrategia de marketing"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-347335613\"><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-scoring-que-es-estrategia-de-marketing\/\" data-essbisPostTitle=\"Lead scoring: qu\u00e9 es y por qu\u00e9 es imprescindible en tu estrategia de marketing\" data-essbisHoverContainer=\"\"><p>Todos sabemos que tener un listado de prospectos actualizado es uno de los principales valores a la hora de desarrollar <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-relacional-2\/\"><strong>estrategias de marketing relacional<\/strong><\/a>. El problema es que no siempre somos 100% conscientes de la importancia de \u201ccalificar\u201d a cada uno de los <em>leads<\/em> que hemos adquirido a trav\u00e9s de nuestro sistema de <em>permission marketing<\/em>.<\/p><div class=\"blogs-contenido\" id=\"blogs-631394543\"><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=\"Definicion_de_lead_scoring\"><\/span>Definici\u00f3n de lead scoring<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-6ab52c8b5886d\" 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-6ab52c8b5886d\"  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-scoring-que-es-estrategia-de-marketing\/#Definicion_de_lead_scoring\" >Definici\u00f3n de lead scoring<\/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-scoring-que-es-estrategia-de-marketing\/#Calificacion_de_leads_en_la_estrategia_de_marketing\" >Calificaci\u00f3n de leads en la estrategia de marketing<\/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-scoring-que-es-estrategia-de-marketing\/#Lead_Cualificado_para_Marketing_o_para_la_Venta\" >Lead Cualificado para Marketing o para la Venta<\/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-scoring-que-es-estrategia-de-marketing\/#Marketing_Qualified_Lead\" >Marketing Qualified Lead<\/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-scoring-que-es-estrategia-de-marketing\/#Sales_Qualified_Lead\" >Sales Qualified Lead<\/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-scoring-que-es-estrategia-de-marketing\/#Proceso_de_transformacion_de_lead_a_cliente\" >Proceso de transformaci\u00f3n de lead a cliente<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-que-es-estrategia-de-marketing\/#Nivel_1_Top_of_the_funnel_Leads\" >Nivel 1: Top of the funnel Leads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-que-es-estrategia-de-marketing\/#Nivel_2_New_customers\" >Nivel 2: New customers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-que-es-estrategia-de-marketing\/#Nivel_3_Evangelizers\" >Nivel 3: Evangelizers<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>Para <em>inboundcycle<\/em>, el <strong><em>lead scoring <\/em>o calificaci\u00f3n de leads<\/strong>&nbsp;es:<\/p>\n<blockquote><p>una t\u00e9cnica de marketing automatizada que tiene como objetivo calificar a los leads de una base de datos en funci\u00f3n de su grado de proximidad con el cliente ideal (<em>buyer <\/em>persona), su interacci\u00f3n con la empresa y el punto del proceso de compra en el que se encuentran\u201d.<\/p><\/blockquote>\n<p>Puedes tener un blog y ofrecer un <em>ebook<\/em> interesante a cambio de que el interesado te ofrezca su email a la hora de descargarlo, o puedes organizar un concurso en tus redes sociales cuyo premio es uno de tus productos a cambio de que el participante te ofrezca su correo electr\u00f3nico. Todo esto est\u00e1 muy bien, conseguir\u00e1s un lead, pero esto es s\u00f3lo el primer paso para comenzar con el suscriptor una relaci\u00f3n de confianza. La noticia es que no te puedes conformar con ello.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Calificacion_de_leads_en_la_estrategia_de_marketing\"><\/span>Calificaci\u00f3n de leads en la estrategia de marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Es preciso llevar a cabo una labor de descubrimiento, de an\u00e1lisis de todos tus <em>leads <\/em>para <strong>detectar en qu\u00e9 fase est\u00e1n en tu embudo de conversi\u00f3n<\/strong>. Te pongo un ejemplo:<\/p>\n<p>No es lo mismo un <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-generation-definicion-conceptos\/\"><em>lead<\/em><\/a> que acaba de registrarse en un <em>webinar <\/em>gratuito que has organizado y que nunca ha formado parte de tu base de datos, que un <em>lead<\/em> que conseguiste hace dos a\u00f1os, que ha descargado varios de tus ebooks, podcats o infograf\u00edas gratuitas que has ido generando a lo largo de este tiempo y te ha enviado varios correos interes\u00e1ndose por alguno de tus productos.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-3248084104\"><!------------------------   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>Parece evidente, que un suscriptor que te sigue desde hace a\u00f1os y que forma parte activa de tu comunidad (abriendo correos, dando \u201clikes\u201d, etc.) debe tener una comunicaci\u00f3n diferenciada a la de aquel que acaba de conocerte.<\/p>\n<p>El seguidor fiel estar\u00e1 mucho m\u00e1s cerca que el \u201cnovato\u201d, de realizar una compra de tus productos o servicios, dado que habr\u00e1s generado en \u00e9l m\u00e1s confianza a lo largo del tiempo, y estar\u00e1 mucho m\u00e1s receptivo a la hora de dicha compra.<\/p>\n<p>Las ofertas calientes y las grandes promociones, deber\u00e1n ir dirigidas principalmente a este \u00faltimo tipo de leads. De lo contrario, si env\u00edas todo a todos, acabar\u00e1s con tu base de datos en unas cuentas semanas. Sin duda, la \u201cquemar\u00e1s\u201d.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lead_Cualificado_para_Marketing_o_para_la_Venta\"><\/span>Lead Cualificado para Marketing o para la Venta<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En base a esto, Jessica Cruz de <em>Sin\u00e9ctica<\/em> diferencia entre Lead Cualificado para Marketing o <em>Marketing Qualified Lead<\/em> (MQL) y Lead Cualificado para la Venta o <em>Sales Qualified Lead<\/em> (SQL).<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Marketing_Qualified_Lead\"><\/span>Marketing Qualified Lead<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>El primero de ellos, \u201cse encuentra en la etapa de consideraci\u00f3n de la marca, puesto que<strong> ha mostrado inter\u00e9s<\/strong> en el contenido en repetidas ocasiones, visitando el sitio web, navegando a trav\u00e9s de categor\u00edas, abriendo correos electr\u00f3nicos y dejando datos personales adicionales en el proceso\u201d.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Sales_Qualified_Lead\"><\/span>Sales Qualified Lead<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>El segundo, el SQL, \u201cse encuentra en la etapa de decisi\u00f3n y <strong>est\u00e1 listo para realizar la compra.<\/strong> Generalmente, estos <em>leads<\/em> han pasado por todas las etapas del <em>buyer\u2019s journey<\/em>, y desean una reuni\u00f3n personal o telef\u00f3nica, o solicitan una muestra o demo del producto o servicio, puesto que lo han investigado a profundidad en las etapas anteriores\u201d.<\/p>\n<p>La labor de realizar la calificaci\u00f3n de leads, basada sobre todo en el n\u00famero de interacciones del usuario con nuestros contenidos, puede realizarse manualmente o automatizarse. Muchas compa\u00f1\u00edas han apostado por la automatizaci\u00f3n, utilizando herramientas como <em>Velocity<\/em>, <em>Infer<\/em> o <em>Leadspace<\/em>, entre otras. En cambio, no todos los negocios optan por utilizar herramientas para su labor de <em>lead scoring<\/em>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Proceso_de_transformacion_de_lead_a_cliente\"><\/span>Proceso de transformaci\u00f3n de lead a cliente<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Una vez que el lead ha realizado una conversi\u00f3n, por ejemplo una compra, se transforma en un cliente. Por este motivo, en base al embudo de conversi\u00f3n, te se\u00f1alo la secuencia l\u00f3gica de la<strong> transformaci\u00f3n del simple lead en cliente<\/strong> seg\u00fan va caminando por dicho embudo:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Nivel_1_Top_of_the_funnel_Leads\"><\/span>Nivel 1: Top of the funnel Leads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Contactos que han descargado la oferta de contenidos. El objetivo con ellos es hacer una promoci\u00f3n para que compren mi producto gancho. Dicho producto es de car\u00e1cter estrat\u00e9gico, es decir, debe tener un precio lo suficientemente atractivo como para ser adquirido sin que para ello se requiera una excesiva confianza -que a\u00fan no existe- del prospecto respecto a la marca. La idea con la venta de dicho producto no es hacerte rico, sino conseguir que te compren por primera vez.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Nivel_2_New_customers\"><\/span>Nivel 2: New customers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Clientes que han comprado mi <strong><em>producto gancho. <\/em><\/strong>Aqu\u00ed el objetivo ser\u00e1 Ofrecer OTO (<em>One time ofert<\/em>) para que se animen a comprar mi producto estrella. Se tratar\u00e1 de una oferta \u00fanica e irrepetible que nunca m\u00e1s se volver\u00e1 a realizar. El uso de la OTO posee una gran capacidad de conversi\u00f3n en marketing. Ejemplos de este tipo de ofertas suele darse en las entradas a congresos o eventos, en las que el precio de dicha entrada es inferior si se compra hasta determinada fecha, aumentando dicho precio seg\u00fan se acerca elevento.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Nivel_3_Evangelizers\"><\/span>Nivel 3: <em>Evangelizers<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Clientes que han comprado mi <strong><em>producto estrella<\/em><\/strong> y est\u00e1n dispuestos a recomendarlo. Para este tipo de leads es necesario tener preparado un programa de fidelizaci\u00f3n. Puede ser una membres\u00eda o un servicio de seguimiento exclusivo, etc.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-123941474\"><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>\u00bfQu\u00e9 te han parecido estas ideas? Es evidente que tener una comunidad o una base de datos de miles de seguidores exige que ambas sean realmente cualificadas, y ello s\u00f3lo se consigue a trav\u00e9s del <em>lead scoring<\/em>. Si te interesa este tema, no dudes en preguntar por el M\u00e1ster en Marketing y Comunicaci\u00f3n Digital de IMF Smart Education.<\/p>\n<p>Adelante!<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-que-es-estrategia-de-marketing\/\" data-essbisPostTitle=\"Lead scoring: qu\u00e9 es y por qu\u00e9 es imprescindible en tu estrategia de marketing\" data-essbisHoverContainer=\"\">","protected":false},"author":14,"featured_media":6860,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[755],"tags":[7551,3137,26,652,11,7550,921,8772,258,687,559],"class_list":["post-6858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-base-de-datos","tag-buyer-persona","tag-cliente","tag-compra","tag-conversion","tag-embudo-de-conversion","tag-estrategia-de-marketing","tag-mercadotecnia","tag-producto","tag-servicio","tag-venta"],"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 scoring: qu\u00e9 es y por qu\u00e9 es imprescindible en tu estrategia de marketing<\/title>\n<meta name=\"description\" content=\"Calificar los leads en la 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