{"id":13710,"date":"2022-04-22T14:50:29","date_gmt":"2022-04-22T13:50:29","guid":{"rendered":"https:\/\/gotoclient.com\/blog\/5-pasos-para-definir-la-audiencia-en-una-campana-de-creacion-de-demanda-b2b\/"},"modified":"2025-12-19T16:34:33","modified_gmt":"2025-12-19T15:34:33","slug":"4-pasos-para-definir-la-audiencia-en-una-campana-de-creacion-de-demanda-b2b","status":"publish","type":"blog","link":"https:\/\/gotoclient.com\/ca\/blog\/4-pasos-para-definir-la-audiencia-en-una-campana-de-creacion-de-demanda-b2b\/","title":{"rendered":"4 passos per definir l’audi\u00e8ncia en una campanya de creaci\u00f3 de demanda B2B"},"content":{"rendered":"\n
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4 passos per definir l’audi\u00e8ncia en una campanya de creaci\u00f3 de demanda B2B<\/h1>\n<\/div>\n\n\n\n
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Els professionals de m\u00e0rqueting B2B ens preguntem sovint quins s\u00f3n els passos a seguir per definir audi\u00e8ncia en campanya de creaci\u00f3 de demanda B2B. El primer pas sempre \u00e9s identificar la teva audi\u00e8ncia. En base a aix\u00f2 podreu mapejar painpoints o punts de dolor, definir una oferta rellevant, un missatge i finalment crear la vostra campanya.<\/p>\n\n\n\n

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B\u00e0sicament l’audi\u00e8ncia objectiu ser\u00e0 el grup d’empreses o persones a qui el teu servei solucioni un problema i que estigui disposat a pagar-lo. I aqu\u00ed farem la primera divisi\u00f3 important: si pensem en les empreses, estarem pensant en el nostre Ideal Customer Profile (ICP), mentre que si pensem en les persones seran el nostre Buyer Persona (BP).<\/p>\n\n\n\n

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Aquests dos conceptes s\u00f3n fonamentals per definir una audi\u00e8ncia:<\/p>\n\n\n\n

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  • \u00b7 ICP: \u00e9s una empresa fict\u00edcia que representa el nostre client perfecte. T\u00e9 totes les qualitats que la farien la millor opci\u00f3 per a les solucions que oferim.<\/li>
  • \u00b7 BP: \u00e9s una representaci\u00f3 generalitzada dels nostres clients que explica la demografia, els objectius, els motivadors i els desafiaments que enfronta aquestes persones.<\/li><\/ul>\n\n\n
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    Quan tenim aquests conceptes clars, tornem a la pregunta principal: Com fer per identificar la teva audi\u00e8ncia objectiu? Aqu\u00ed, quatre passos que us ajudaran:<\/p>\n\n\n\n

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    1. La teva audi\u00e8ncia poden ser diverses audi\u00e8ncies<\/strong><\/p>\n\n\n\n

    El primer \u00e9s entendre que no sempre ser\u00e0 una sola audi\u00e8ncia, moltes vegades seran m\u00e9s, i segurament tindr\u00e0s diverses buyer persones dins un mateix ICP. Aix\u00f2 \u00e9s perqu\u00e8 en una campanya B2B, la quantitat de gent involucrada en un proc\u00e9s de decisi\u00f3 sol ser molt gran i necessitem cobrir a tots.<\/p>\n\n\n\n

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    2. Defineix el teu Ideal Customer Profile<\/strong><\/p>\n\n\n\n

    Un cop hem ent\u00e8s aix\u00f2, haurem de fer-nos diverses preguntes per comen\u00e7ar a imaginar el nostre p\u00fablic. La primera i m\u00e9s important: Quina \u00e9s la meva oferta de valor i quina necessitat concreta resoldr\u00e9? A quin tipus de companyies els ho resoldre\u00e9? Empreses grans, mitjanes, petites? Nacionals o internacionals? De quins sectors? Moltes d’aquestes respostes les trobar\u00e0s als clients actuals. Quan tinguis aquests punts clars, podr\u00edem dir que tindr\u00e0s el teu Ideal Customer Profile.<\/p>\n\n\n\n

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    3. Defineix el teu Buyer Persona<\/strong><\/p>\n\n\n\n

    Ja sabem a quins tipus d’empresa apuntarem, ara hem d’entendre qui \u00e9s el nostre p\u00fablic dins d’aquestes empreses. Cal definir el Buyer Persona. No necessitem crear-ne un per cada posici\u00f3 a qu\u00e8 volem apuntar dins de l’empresa, sin\u00f3 els diferents desafiaments que intentarem solucionar. Pensa com \u00e9s el seu dia a dia, com els pots ajudar, com els pots impactar, qu\u00e8 els pots oferir per captar la seva atenci\u00f3. El m\u00e9s normal \u00e9s tenir entre 2 i 5 buyer persones.<\/p>\n\n\n\n

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    4. Valida els teus resultats<\/strong><\/p>\n\n\n\n

    Ja tens el teu ICP i els teus BP. Va arribar el moment de posar-los a prova. L’important ara \u00e9s parlar amb tothom:<\/p>\n\n\n\n

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    • Desenvolupa entrevistes amb persones representatives del teu buyer persona. Pregunta-li pels seus desafiaments, els seus problemes, el seu dia a dia, ent\u00e9n on s\u00f3n els seus punts de dolor i com podries ajudar-lo a resoldre’ls.<\/li>
    • Desenvolupa entrevistes amb el teu equip de vendes. Coneixen de primera m\u00e0 el feedback dels teus prospects i clients actuals. Ent\u00e9n els teus punts forts i els teus punts febles i demana’ls la seva opini\u00f3 sobre la segmentaci\u00f3 proposada.<\/li>
    • Desenvolupa entrevistes amb els clients actuals. Valida amb ells tamb\u00e9 els punts de dolor, per\u00f2 sobretot aprofita per entendre els motius pels quals van triar contractar-te i confirma que coincideixin amb els teus BP. <\/li><\/ul>\n\n\n
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      Un cop hagis fet tot aix\u00f2, tindr\u00e0s for\u00e7a m\u00e9s clar el perfil o els perfils als quals han d’apuntar les teves campanyes. Recorda: crea tants buyer persones com calgui, i amb el major nivell de detall possible. Aquest ser\u00e0 el punt on tu i el teu equip tornareu en un futur quan tingueu algun dubte sobre l’audi\u00e8ncia.<\/p>\n\n\n\n

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      \n","protected":false},"excerpt":{"rendered":"

      El primer pas \u00e9s identificar la teva audi\u00e8ncia. Podr\u00e0s mapejar painpoints, definir una oferta rellevant, un missatge i crear la teva campanya.<\/p>\n","protected":false},"featured_media":13707,"parent":0,"template":"","tags":[],"blog_cat":[],"blog_language":[125],"class_list":["post-13710","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_language-espanol"],"acf":[],"yoast_head":"\n4 passos per definir l'audi\u00e8ncia en una campanya de creaci\u00f3 de demanda B2B - Gotoclient<\/title>\n<meta name=\"description\" content=\"El primer pas \u00e9s identificar la teva audi\u00e8ncia. 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