{"id":7769,"date":"2018-10-22T14:06:16","date_gmt":"2018-10-22T12:06:16","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=7769"},"modified":"2020-06-22T12:08:01","modified_gmt":"2020-06-22T10:08:01","slug":"lead-scoring-y-lead-nurturing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-y-lead-nurturing\/","title":{"rendered":"Aprende a conectar el lead scoring y lead nurturing"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-3223621998\"><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-y-lead-nurturing\/\" data-essbisPostTitle=\"Aprende a conectar el lead scoring y lead nurturing\" data-essbisHoverContainer=\"\"><p>Si est\u00e1s interesado en el marketing digital, es bastante probable que sea instructivo para ti que realices la lectura de este art\u00edculo donde te contaremos c\u00f3mo&nbsp;<strong>conectar lead scoring y lead nurturing<\/strong>.<\/p><div class=\"blogs-contenido\" id=\"blogs-94377763\"><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>Sabemos que para estar al d\u00eda en esta materia es importante estar en continua formaci\u00f3n y aportar por la ampliaci\u00f3n de conocimientos, mediante cursos, <a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" rel=\"noopener noreferrer\">m\u00e1ster<\/a>&nbsp;o art\u00edculos de Internet. Por esta raz\u00f3n queremos hablarte de dos \u00e1reas muy importantes a la hora de invertir dinero en campa\u00f1as de marketing digital que te ayudar\u00e1n a conseguir un mayor retorno de la inversi\u00f3n.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Para_que_sirven_el_lead_scoring_y_el_lead_nurturing\"><\/span>Para qu\u00e9&nbsp;sirven el&nbsp;lead scoring y el&nbsp;lead nurturing<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-6ab536ea44534\" 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-6ab536ea44534\"  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-y-lead-nurturing\/#Para_que_sirven_el_lead_scoring_y_el_lead_nurturing\" >Para qu\u00e9&nbsp;sirven el&nbsp;lead scoring y el&nbsp;lead nurturing<\/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-y-lead-nurturing\/#Que_es_el_lead_scoring\" >Qu\u00e9 es el lead&nbsp;scoring<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-y-lead-nurturing\/#Como_se_clasifican_los_leads\" >C\u00f3mo se&nbsp;clasifican&nbsp;los&nbsp;leads<\/a><\/li><\/ul><\/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\/lead-scoring-y-lead-nurturing\/#Que_es_el_lead_nurturing\" >Qu\u00e9 es el lead&nbsp;nurturing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-y-lead-nurturing\/#Los_3_apartados_para_organizar_el_lead_nurturing\" >Los 3 apartados para organizar el lead&nbsp;nurturing<\/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-y-lead-nurturing\/#Como_conectar_el_lead_scoring_y_lead_nurturing\" >C\u00f3mo conectar el&nbsp;lead scoring y lead nurturing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-y-lead-nurturing\/#Aprende_mas_estudiando_un_master_en_marketing_y_comunicacion\" >Aprende m\u00e1s estudiando un&nbsp;m\u00e1ster en marketing y comunicaci\u00f3n<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-y-lead-nurturing\/#Master_en_marketing_Madrid\" >M\u00e1ster en marketing Madrid<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>Cuando comenzamos a crear una base de datos de clientes, simplemente vamos recolectando nuevos suscriptores sin ning\u00fan tipo de clasificaci\u00f3n u orden. Esto quiere decir que no existen&nbsp;distinciones&nbsp;entre los usuarios que acaban de suscribirse y los que ya han consumido tu producto o servicio.<\/p>\n<p>Esta situaci\u00f3n conlleva que&nbsp;las estrategias de marketing que utilices sean muy generales y no se adapten a un tipo de usuario, seg\u00fan las&nbsp;circunstancias&nbsp;y necesidades que este podr\u00eda estar experimentando.<\/p>\n<p>Para poder realizar una buena estrategia de marketing de contenidos, es necesario <strong>crear una buena base de datos y<\/strong>&nbsp;<strong>segmentar a los usuarios de esta lista<\/strong>. Esto se debe a que mientras m\u00e1s personalicemos el contenido que enviamos, m\u00e1s probable ser\u00e1 que el cliente potencial se convierta en cliente habitual.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-399560325\"><!------------------------   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>Una vez se ha creado esta lista, el objetivo es <strong>ofrecer informaci\u00f3n de valor a los clientes potenciales<\/strong> que tienes&nbsp;en la base de datos. <strong>El<em>&nbsp;lead&nbsp;scoring<\/em>&nbsp;y el<em>&nbsp;lead&nbsp;nurturing<\/em>&nbsp;te permiten analizar y obtener informaci\u00f3n importante de&nbsp;los usuarios de una base de datos<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Que_es_el_lead_scoring\"><\/span>Qu\u00e9 es el lead&nbsp;scoring<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El <em>lead&nbsp;scoring <\/em>es b\u00e1sicamente una <strong>t\u00e9cnica de marketing automatizada<\/strong> que&nbsp;te <strong>permite&nbsp;calificar una base de datos conociendo informaci\u00f3n determinada de los usuarios<\/strong>. Esta estrategia te permite saber qu\u00e9 necesitas ofrecer a tus&nbsp;clientes potenciales para que acaben adquiriendo el producto que les est\u00e1s intentando vender.<\/p>\n<p>Adem\u00e1s, &nbsp;<strong>nos permite tener visibilidad de todo tu funnel de lead<\/strong> para ver cu\u00e1ntos se encuentran en cada fase. Tambi\u00e9n te permitir\u00e1 obtener una base de datos&nbsp;segmentada con la que podr\u00e1s&nbsp;priorizar a qui\u00e9n contactar antes y a qui\u00e9n despu\u00e9s&nbsp;con cada tipo de contenido que utilices.<\/p>\n<p>Con esta t\u00e9cnica <strong>podr\u00e1s ver c\u00f3mo se est\u00e1n comportando tus leads y c\u00f3mo van avanzando durante todo el proceso<\/strong>. Esto facilita mucho el trabajo del departamento de marketing y de ventas&nbsp;de tu empresa.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Como_se_clasifican_los_leads\"><\/span>C\u00f3mo se&nbsp;clasifican&nbsp;los<em>&nbsp;leads<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Para poder clasificar tus&nbsp;leads deber\u00e1s tener en cuenta las siguientes tres variables.<\/p>\n<p>La primera variable que debes tener en cuenta&nbsp;es el <strong>grado de proximidad que tiene un<em>&nbsp;lead<\/em>&nbsp;con&nbsp;tu<em>&nbsp;buyer<\/em>, persona o tu cliente ideal<\/strong>.<\/p>\n<p>La segunda es la<strong> interacci\u00f3n que tiene esa persona con tu marca<\/strong>, si la conoce,&nbsp;si no la conoce, si ha consumido contenidos de ella,&nbsp;si no ha o\u00eddo hablar de ella&#8230;<\/p>\n<p>Por \u00faltimo debes valorar&nbsp;<strong>lo avanzado que se encuentra un cliente en&nbsp;el proceso de compra<\/strong>. No es lo mismo una persona que ya ha empezado un proceso de&nbsp;compra y&nbsp;se est\u00e1 informando para consumir tu producto o servicio, que una persona que a\u00fan no te conoce.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Que_es_el_lead_nurturing\"><\/span>Qu\u00e9 es el <em>lead&nbsp;nurturing<\/em><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Es una t\u00e9cnica que consiste en <strong>establecer una serie de interacciones automatizadas con los usuarios de una base de datos<\/strong>. Esta serie de interacciones depender\u00e1 de c\u00f3mo hallamos calificado nuestros<em> leads <\/em>anteriormente con las t\u00e9cnicas de <em>lead&nbsp;scoring<\/em>.<\/p>\n<p><strong>La principal funci\u00f3n del<em> lead&nbsp;nurturing<\/em>&nbsp;es la maduraci\u00f3n y evoluci\u00f3n de tus contactos y las oportunidades de negocio para conseguir m\u00e1s ventas de tu producto<\/strong>. El <em>lead&nbsp;nurturing<\/em>&nbsp;analiza los datos que genera un usuario&nbsp;desde la primera interacci\u00f3n que este tiene con tu negocio o sitio web, hasta que el usuario compra el producto que le est\u00e1s vendiendo.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Los_3_apartados_para_organizar_el_lead_nurturing\"><\/span>Los 3 apartados para organizar el <em>lead&nbsp;nurturing<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Para organizar a tus contactos te recomendamos que utilices las siguientes tres categor\u00edas o niveles. El primer nivel es el <strong>tofu<\/strong>, el segundo el <strong>mofu<\/strong>&nbsp;y el tercero el <strong>bofu<\/strong>.<\/p>\n<p>En el primer nivel (Tofu) debes&nbsp;<strong>enviar contenidos que sean mucho m\u00e1s generales<\/strong> y que puedan interesar a un mayor n\u00famero de gente o a todo el p\u00fablico. Algunos ejemplos pueden ser&nbsp;los art\u00edculos m\u00e1s le\u00eddos de tu blog o alg\u00fan contenido mucho m\u00e1s amplio.<\/p>\n<p>En el segundo nivel (Mofu) ya puedes <strong>enviar un contenido un poco m\u00e1s concreto<\/strong> como por ejemplo&nbsp;un ebook&nbsp;o algo m\u00e1s avanzado&nbsp;en el proceso pero sin ser ya una comunicaci\u00f3n comercial. est\u00e1 la dejaremos.<\/p>\n<p>El tercer nivel (Bofu) lo utilizaremos para<strong>&nbsp;ense\u00f1arle a nuestros usuarios que productos o servicios ofrece nuestra empresa<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_conectar_el_lead_scoring_y_lead_nurturing\"><\/span>C\u00f3mo conectar el&nbsp;<em>lead scoring <\/em>y<em> lead nurturing<\/em><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u00bfEs mejor comenzar con el<em>&nbsp;lead scoring<\/em> o con el<em>&nbsp;lead nurturing<\/em>?<\/p>\n<p>Para poder establecer una buena estrategia de <em>lead&nbsp;nurturing<\/em>&nbsp;y enviar un contenido correcto a cada usuario, primero es necesario que conozcas a cada uno de los&nbsp;usuarios que hay en tu base de datos. Tienes que saber lo dispuesto que esta cada uno de los <em>leads<\/em>&nbsp;a comprar tu producto, a esto se le conoce como \u00abtemperatura del <em>lead\u00bb<\/em>.<\/p>\n<p>Te aconsejamos que&nbsp;<strong>empieces con una estrategia de<em> lead&nbsp;scoring<\/em>, para poder clasificar a los <em>leads<\/em> por temperatura<\/strong>, <strong>para luego poder hacer una buena estrategia de <em>lead&nbsp;nurturing <\/em>en base a los resultados y datos obtenidos<\/strong>.<\/p>\n<p>Si logras conectar adecuadamente estas dos estrategias estamos seguros de que conseguir\u00e1s mejorar el retorno de la inversi\u00f3n de todas tus acciones de marketing digital. Todo esto es gracias a que podr\u00e1s planificar estrategias de env\u00edo de contenido espec\u00edfico difundiendo mensajes impactantes y con contenido espec\u00edfico para un grupo de usuarios concreto.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Aprende_mas_estudiando_un_master_en_marketing_y_comunicacion\"><\/span>Aprende m\u00e1s estudiando un&nbsp;m\u00e1ster en marketing y comunicaci\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Por \u00faltimo, queremos ofrecer una opci\u00f3n a todas esas personas que est\u00e1n interesadas en continuar su formaci\u00f3n acad\u00e9mica.&nbsp;Si quieres aprender m\u00e1s sobre marketing digital, te aconsejamos que ampl\u00edes tu formaci\u00f3n acad\u00e9mica con cursos<em> online<\/em>&nbsp;y sobre todo con un buen<strong> m\u00e1ster en&nbsp;marketing y comunicaci\u00f3n<\/strong>.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-924105341\"><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<h3><span class=\"ez-toc-section\" id=\"Master_en_marketing_Madrid\"><\/span>M\u00e1ster en marketing Madrid<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Despu\u00e9s de haberte ayudado a conectar<em> lead scoring<\/em> y <em>lead nurturing<\/em>, queremos recomendarte que estudies el mejor <strong><a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" rel=\"noopener noreferrer\">m\u00e1ster en marketing y comunicaci\u00f3n<\/a><\/strong> en la universidad Camilo Jos\u00e9 Cela de Madrid.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/pixabay.com\/en\/online-marketing-internet-marketing-digi-1246457\/\" rel=\"nofollow\">imagen<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/lead-scoring-y-lead-nurturing\/\" data-essbisPostTitle=\"Aprende a conectar el lead scoring y lead nurturing\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":7778,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4],"tags":[541,8710,95,3643,7579,232],"class_list":["post-7769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","tag-emailing","tag-estrategia-marketing-digital","tag-lead","tag-lead-nurturing","tag-lead-scoring","tag-marketing-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 scoring y lead nurturing: \u00a1Aprende a usarlos!<\/title>\n<meta name=\"description\" content=\"El\u00a0lead\u00a0scoring\u00a0y el\u00a0lead\u00a0nurturing\u00a0te permiten analizar y obtener informaci\u00f3n importante de\u00a0los usuarios de una base 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