{"id":121963,"date":"2020-10-19T13:14:25","date_gmt":"2020-10-19T17:14:25","guid":{"rendered":"https:\/\/news.sap.com\/latinamerica\/?p=121963"},"modified":"2023-10-27T12:14:21","modified_gmt":"2023-10-27T16:14:21","slug":"5-claves-en-el-marketing-b2b","status":"publish","type":"post","link":"https:\/\/news.sap.com\/latinamerica\/2020\/10\/5-claves-en-el-marketing-b2b\/","title":{"rendered":"5 Claves en el Marketing B2B"},"content":{"rendered":"<p><a href=\"https:\/\/www.linkedin.com\/in\/ivannazauzich\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Por: Ivanna Zauzich<\/strong><\/a><\/p>\n<p>Especialista en marketing digital<!--more--><\/p>\n<p><strong>SEO y SEM<\/strong><\/p>\n<p>Los buscadores siguen siendo grandes oportunidades de llegar al inicio del eslab\u00f3n B2B. Muchos estrategas de marketing no consideran este canal, pero la verdad es que el comienzo de la investigaci\u00f3n en una estrategia B2B comienza por una asistente o por las personas del \u00e1rea de Compras quienes tiene la misi\u00f3n de encontrar los proveedores.<\/p>\n<p>Ellos son los primeros en buscar y encontrar opciones, por lo que es necesario entender las keywords principales y atributivas de tu producto, que es clave para hacer SEO (Search Engine Optimization). Es decir, si una empresa comercializa, por ejemplo, software bancario, debe indexar en esta pero tambi\u00e9n en<strong> long tail keywords<\/strong> (keywords largas, casi preguntas que se hacen el buscador) como: por qu\u00e9 cambiar un software bancario, cu\u00e1ndo cambiar un software bancario, es necesario cambiar un software bancario o algo m\u00e1s al grano como: costo de un software bancario.<\/p>\n<p>Para SEM (pauta pagada en Google) se necesita apostar por las<strong> palabras<\/strong> que tienen <strong>alta densidad de b\u00fasqueda<\/strong>, y crear una estrategia de keywords que lleven a una landing que explique c\u00f3mo nuestro producto soluciona esa necesidad del cliente, y un formulario de registro.<\/p>\n<p>Formulario de registro<\/p>\n<p>En <strong>B2B<\/strong> la <strong>clave<\/strong> es que el <strong>formulario de registro<\/strong> sea m\u00e1s completo que los dem\u00e1s. Es decir, es necesario preguntar el nombre de la empresa, n\u00famero de empleados, cargo y empleados bajo su supervisi\u00f3n, para entender de mejor manera si esa empresa es una startup o es grande y las necesidades que puede tener, para enfocar mejor el mensaje de venta.<\/p>\n<p>El marketing B2B es uno de los m\u00e1s retadores, ya que se trata de convencer a tres, cinco y a veces seg\u00fan el costo y complejidad del producto a ocho personas, con cargos diferentes. Es importante entender el flujo, las redes sociales, t\u00e1cticas y acompa\u00f1amiento con contenido para lograr una venta efectiva.<\/p>\n<p>Medios sociales<\/p>\n<p>Una estrategia B2B necesita saber en qu\u00e9 redes sociales debe estar. Para muchos, <strong>la apuesta es LinkedIn<\/strong> y la verdad es una excelente plataforma porque se puede segmentar pauta por cargo, tipo de empresa y otros detalles que la hacen efectiva. Sin embargo, el costo de Linkedin por esa efectividad suele ser alto, por lo que una buena t\u00e1ctica es llevar a las personas que interactuaron con el anuncio de LinkedIn, a un landing propio para rastrearlas con anuncios en diferentes en otras redes sociales que consuman, y no olviden la marca.<\/p>\n<p>Display<\/p>\n<p><strong>El remarketing<\/strong> es cuestionado en una estrategia B2B pero si se hace de la forma adecuada, y atado a palabras claves relevantes puede ser una forma de que el potencial cliente no olvide el mensaje. La clave es hacer seguimiento basado en datos. Si los decisores de compra son el gerente financiero y el gerente de IT, entonces el Display (anuncios que le siguen por la red de anuncios de Google) debe estar en los medios (blogs, portales y revistas digitales) que consumen esos cargos con mensajes diferentes para quien maneja las finanzas, frente al gerente de IT.<\/p>\n<p>Contenido de valor<\/p>\n<p>Nada vende mejor que el <strong>contenido de valor<\/strong>, m\u00e1s a\u00fan en B2B. Es necesario desarrollar una estrategia de contenidos segmentada por decisores de compra para darles contenido diferenciado en cada una de las etapas de compra. Por ejemplo, contenido escrito sobre las ventajas de tu producto, infograf\u00edas de VS entre tu producto y otros competidores, ROI (Return of Investment) que se generar\u00e1 tu producto, casos de \u00e9xito de lo que has hecho, testimoniales de clientes felices, por cargos e industrias.<\/p>\n<p>Todo ese contenido ser\u00e1 clave para trabajar segmentaciones en la estrategia en LinkedIn, display, email marketing, webinars y otras formas de comunicar para esta audiencia que ve m\u00e1s valor en el contenido que en anuncios de venta, sin fondo.<\/p>\n<p><strong>Conozca m\u00e1s sobre <a href=\"https:\/\/twitter.com\/ivannazau\" target=\"_blank\" rel=\"noopener noreferrer\">Ivanna Zauzich<\/a><\/strong><\/p>\n<p>Abogada de formaci\u00f3n pero periodista por convicci\u00f3n. Despu\u00e9s de trabajar en medios grandes de Colombia y Ecuador se dedic\u00f3 al marketing digital llevando estrategias de Growth Hacking con enfoque comercial a grandes empresas y startups de Silicon Valley. Hoy es gerente de E-Business en Saludsa, la principal empresa de medicina prepagada en Ecuador.<\/p>\n<p><a href=\"https:\/\/webinars.sap.com\/co\/empresa-inteligente-norte\/es\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Regrese al portal de la Empresa Inteligente<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por: Ivanna Zauzich Especialista en marketing digital<\/p>\n","protected":false},"author":522,"featured_media":121975,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[52091],"tags":[],"series":[],"region":[],"sapn-display":[],"sapn-type":[6114],"class_list":["post-121963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industrias","sapn-type-articulo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v26.9) - 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