{"id":1031,"date":"2019-05-17T09:00:53","date_gmt":"2019-05-17T08:00:53","guid":{"rendered":"http:\/\/3.121.245.112\/?post_type=blog&#038;p=1031"},"modified":"2021-08-24T05:40:14","modified_gmt":"2021-08-24T04:40:14","slug":"generacion-leads-b2b-evento","status":"publish","type":"blog","link":"https:\/\/gotoclient.com\/en\/blog\/generacion-leads-b2b-evento\/","title":{"rendered":"Generaci\u00f3n de leads B2B a trav\u00e9s de eventos"},"content":{"rendered":"\n<div class=\"wp-block-columns has-2-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><\/p>\n\n\n<div class=\"blog-post-date\">\n    May 17 \u00b7 Blog<div class=\"blog-post-date__social\">\n    <a href=\"#\" class=\"social social--f\" rel=\"nofollow\" aria-label=\"Share on facebook\">\n        <svg class=\"facebook\" fill=\"#000000\" height=\"15\" viewBox=\"0 0 24 24\" width=\"15\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M19,4V7H17A1,1 0 0,0 16,8V10H19V13H16V20H13V13H11V10H13V7.5C13,5.56 14.57,4 16.5,4M20,2H4A2,2 0 0,0 2,4V20A2,2 0 0,0 4,22H20A2,2 0 0,0 22,20V4C22,2.89 21.1,2 20,2Z\"><\/path><\/svg>\n        Share\n    <\/a>\n    <a href=\"#\" class=\"social social--li\" rel=\"nofollow\" aria-label=\"Share on linkedin\">\n        <svg class=\"linkedin\" fill=\"#000000\" height=\"15\" viewBox=\"0 0 24 24\" width=\"15\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M19,19H16V13.7A1.5,1.5 0 0,0 14.5,12.2A1.5,1.5 0 0,0 13,13.7V19H10V10H13V11.2C13.5,10.36 14.59,9.8 15.5,9.8A3.5,3.5 0 0,1 19,13.3M6.5,8.31C5.5,8.31 4.69,7.5 4.69,6.5A1.81,1.81 0 0,1 6.5,4.69C7.5,4.69 8.31,5.5 8.31,6.5A1.81,1.81 0 0,1 6.5,8.31M8,19H5V10H8M20,2H4C2.89,2 2,2.89 2,4V20A2,2 0 0,0 4,22H20A2,2 0 0,0 22,20V4C22,2.89 21.1,2 20,2Z\"><\/path><\/svg>\n        Share\n    <\/a>\n    <a href=\"#\" class=\"social social--tw\" rel=\"nofollow\" aria-label=\"Share on twitter\">\n        <svg class=\"twitter\" fill=\"#000000\" height=\"15\" viewBox=\"0 0 24 24\" width=\"15\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M22.46,6C21.69,6.35 20.86,6.58 20,6.69C20.88,6.16 21.56,5.32 21.88,4.31C21.05,4.81 20.13,5.16 19.16,5.36C18.37,4.5 17.26,4 16,4C13.65,4 11.73,5.92 11.73,8.29C11.73,8.63 11.77,8.96 11.84,9.27C8.28,9.09 5.11,7.38 3,4.79C2.63,5.42 2.42,6.16 2.42,6.94C2.42,8.43 3.17,9.75 4.33,10.5C3.62,10.5 2.96,10.3 2.38,10C2.38,10 2.38,10 2.38,10.03C2.38,12.11 3.86,13.85 5.82,14.24C5.46,14.34 5.08,14.39 4.69,14.39C4.42,14.39 4.15,14.36 3.89,14.31C4.43,16 6,17.26 7.89,17.29C6.43,18.45 4.58,19.13 2.56,19.13C2.22,19.13 1.88,19.11 1.54,19.07C3.44,20.29 5.7,21 8.12,21C16,21 20.33,14.46 20.33,8.79C20.33,8.6 20.33,8.42 20.32,8.23C21.16,7.63 21.88,6.87 22.46,6Z\"><\/path><\/svg>\n        Tweet\n    <\/a>\n<\/div>\n<\/div>\n<style type=\"text\/css\">\n    #blog-post-date-block_5d855b919be75 {\n        background: ;\n        color: ;\n    }\n<\/style>\n\n\n\n<h2 class=\"wp-block-heading\">Generaci\u00f3n de leads B2B a trav\u00e9s de eventos<\/h2>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00bfA qui\u00e9n le vendes?<\/p>\n\n\n\n<p>A veces perdemos el norte, nos enredamos en complejas estructuras y palabras rebuscadas, complicando los procesos.&nbsp;<strong>\u00a1A UNA PERSONA!<\/strong><\/p>\n\n\n\n<p>No olvidemos que interlocutamos con personas que tienen sus opiniones y preferencias, por lo que entender a esa persona y establecer una relaci\u00f3n m\u00e1s all\u00e1 de lo profesional ser\u00e1 crucial para el devenir del acuerdo.<\/p>\n\n\n\n<p>Este hecho nos pone delante de una encrucijada, especialmente por el momento en el que nos encontramos a nivel global socialmente: la era digital.<\/p>\n\n\n\n<p>Buscamos automatizar procesos, velocidad, ya, ahora, ensayo-error y a por ello. Calma. Ah\u00ed, detr\u00e1s de la pantalla, hay una persona. Qu\u00e9 mejor que conocerse y ponerse cara, charlar un rato y establecer una relaci\u00f3n de confianza para despu\u00e9s poder perfilar la relaci\u00f3n profesional.<\/p>\n\n\n\n<p>La oportunidad nos la dar\u00e1 un evento, generar o acudir a una experiencia de inter\u00e9s para esos individuos capaces de tomar decisiones en sus empresas.<\/p>\n\n\n\n<p>Puede ser desde un peque\u00f1o desayuno a un gran evento con conferenciantes y alg\u00fan espect\u00e1culo.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-700x467.jpg\" alt=\"\" class=\"wp-image-1108\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-700x467.jpg 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-250x167.jpg 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-768x512.jpg 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-1680x1121.jpg 1680w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-1020x681.jpg 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-730x487.jpg 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-1280x854.jpg 1280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-120x80.jpg 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920-372x248.jpg 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2019\/10\/business-2703167_1920.jpg 1920w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Eventos del sector<\/h2>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Son encuentros producidos por una empresa normalmente externa al sector. T\u00edpicamente suelen ser conferencias o grandes eventos como Trade Shows. Si quieres saber m\u00e1s puedes leer este art\u00edculo. Algunas ventajas:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00b7 Incrementar la visibilidad.<\/li><li>\u00b7 Ganar credibilidad.<\/li><li>\u00b7 Captar a los&nbsp;<em>buyer persona<\/em>. La gente que atiende a estos eventos normalmente tiene un rol que desempe\u00f1ar, por lo tanto, van dispuestos y con inter\u00e9s previo, buena oportunidad para entrar en conversaci\u00f3n.<\/li><li>\u00b7 Actualizar la visi\u00f3n general. Es una ocasi\u00f3n para identificar qu\u00e9 se est\u00e1 haciendo o hacia donde se dirige el sector y no perderse las \u00faltimas actualizaciones.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Es cierto que tambi\u00e9n existen aspectos que pueden suponer bloqueos para llegar al objetivo que se busca. Este tipo de eventos suelen ser costosos debido al formato en el cual se presentan las empresas (normalmente con un&nbsp;<em>stand<\/em>&nbsp;y un equipo comunicativo). Es complicado encontrar a los buyer persona, aunque sea de inter\u00e9s para las empresas con las que queremos establecer relaci\u00f3n, no siempre asiste la persona que necesitamos.<\/p>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Eventos propios<\/h2>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Espacios de encuentro que organizamos desde nuestra empresa. Es crucial adaptar la magnitud de estos eventos en funci\u00f3n de nuestro p\u00fablico objetivo y nuestra actividad. Puede ser una cena con un n\u00famero reducido de personas, un desayuno que propone un debate o alguna actividad recreativa. Algunas ventajas:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00b7 Al estar dirigido por la propia empresa, es muy efectivo. La audiencia est\u00e1 totalmente segmentada.<\/li><li>\u00b7 Facilidad para vender. No es aconsejable encarar estos eventos a cerrar acuerdos, pero siempre se pueden perfilar y darle un empuj\u00f3n a aquellos que tenemos pendientes.<\/li><li>\u00b7 Control total de la situaci\u00f3n.<\/li><li>\u00b7 Habr\u00e1 oportunidades de conversaci\u00f3n antes, durante y despu\u00e9s del evento.<\/li><li>\u00b7 Clientes actuales pueden influenciar sobre los&nbsp;<em>prospects<\/em>&nbsp;en gran manera. El boca-oreja siempre ha sido una de las mejores t\u00e9cnicas para la venta.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Hay que considerar el esfuerzo que supone la ideaci\u00f3n y creaci\u00f3n de un evento as\u00ed. La importancia de los detalles; no se nos puede escapar nada. (V\u00e9ase el revuelo que caus\u00f3&nbsp;el vaso de caf\u00e9 en Juego de Tronos).<\/p>\n\n\n\n<p>La decisi\u00f3n entre un evento u otro depender\u00e1 de los objetivos que nos habremos marcado, de la imagen de marca y la filosof\u00eda de la empresa. Es muy importante tener claro qu\u00e9 queremos conseguir con la acci\u00f3n, para detallar al m\u00e1ximo la estrategia.<\/p>\n\n\n\n<div style=\"height:52px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">LA IMPORTANCIA DEL ROI<\/h2>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Con la intenci\u00f3n de ser capaces de medir la rentabilidad de las acciones, establecemos m\u00e9tricas que nos indiquen el retorno. Es recomendable llevar un control para entender con qu\u00e9 acciones hemos generado un impacto positivo y con cu\u00e1les no.<\/p>\n\n\n\n<p>Algunas m\u00e9tricas:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00b7 Coste total de la acci\u00f3n<\/li><li><\/li><li>\u00b7 Objetivos (SMART):<ul><li><ul><li>&#8211; Specific<\/li><li>&#8211; Measurable<\/li><li>&#8211; Achievable<\/li><li>&#8211; Realistic<\/li><li>&#8211; Time Based<\/li><li><\/li><\/ul><\/li><\/ul><\/li><li>\u00b7 Previsi\u00f3n efectos medio\/largo plazo<\/li><li><\/li><li>\u00b7 Feedback<\/li><li><\/li><li>\u00b7 Ventas directas e indirectas<\/li><li><\/li><li>\u00b7 Renovaci\u00f3n de contratos<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Request a Free <\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Digital Promotion<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy Consultation <\/h2>\n\n\n\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-cd61a358-e447-4e1d-87b6-c6b963ea64d5\"><span class=\"hs-cta-node hs-cta-cd61a358-e447-4e1d-87b6-c6b963ea64d5\" id=\"hs-cta-cd61a358-e447-4e1d-87b6-c6b963ea64d5\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/2351816\/cd61a358-e447-4e1d-87b6-c6b963ea64d5\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-cd61a358-e447-4e1d-87b6-c6b963ea64d5\" style=\"border-width:0px;\" height=\"375\" width=\"500\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/2351816\/cd61a358-e447-4e1d-87b6-c6b963ea64d5.png\" alt=\"Request a digital promotion strategy consultation\"><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(2351816, 'cd61a358-e447-4e1d-87b6-c6b963ea64d5', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n","protected":false},"excerpt":{"rendered":"<p>Generaci\u00f3n de leads B2B a trav\u00e9s de eventos \u00bfA qui\u00e9n le vendes? A veces perdemos el norte, nos enredamos en complejas estructuras y palabras rebuscadas, complicando los procesos.&nbsp;\u00a1A UNA PERSONA! No olvidemos que interlocutamos con personas que tienen sus opiniones y preferencias, por lo que entender a esa persona y establecer una relaci\u00f3n m\u00e1s all\u00e1 [&hellip;]<\/p>\n","protected":false},"featured_media":1108,"parent":0,"template":"","tags":[1189],"blog_cat":[],"blog_language":[125],"class_list":["post-1031","blog","type-blog","status-publish","has-post-thumbnail","hentry","tag-b2b-lead-generation","blog_language-espanol"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Generaci\u00f3n de leads B2B a trav\u00e9s de eventos - Gotoclient<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gotoclient.com\/en\/blog\/generacion-leads-b2b-evento\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Generaci\u00f3n de leads B2B a trav\u00e9s de eventos - Gotoclient\" \/>\n<meta property=\"og:description\" content=\"Generaci\u00f3n de leads B2B a trav\u00e9s de eventos \u00bfA qui\u00e9n le vendes? 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