{"id":22112,"date":"2024-11-06T23:36:11","date_gmt":"2024-11-06T23:36:11","guid":{"rendered":"https:\/\/seonetdigital.com\/?p=22112"},"modified":"2025-01-18T15:39:38","modified_gmt":"2025-01-18T15:39:38","slug":"que-es-lead-scoring","status":"publish","type":"post","link":"https:\/\/www.seonetdigital.com\/es\/blog\/que-es-lead-scoring","title":{"rendered":"Qu\u00e9 es lead scoring y c\u00f3mo ayuda al marketing y las ventas"},"content":{"rendered":"<p>\u00bfC\u00f3mo puedes averiguar qu\u00e9 leads tienen m\u00e1s posibilidades de transformarse en clientes? Es simple, aprendiendo <b>qu\u00e9 es el lead scoring <\/b>y c\u00f3mo implementarlo.<\/p>\n<p>El lead scoring es una de las mejores herramientas para ayudar a los equipos de ventas y marketing a generar estrategias para <b>acercarse a los leads prioritarios<\/b>. \u00a1Conozcamos m\u00e1s sobre este recurso y porqu\u00e9 es importante para tu empresa!<\/p>\n<h2>\u00bfQu\u00e9 es lead scoring?<\/h2>\n<p>El lead scoring es el proceso de <b>calificaci\u00f3n de clientes potenciales <\/b>basado en un conjunto de criterios predefinidos. Su objetivo es determinar cu\u00e1les son los m\u00e1s valiosos a seguir.<\/p>\n<p>No existe un \u00fanico modelo de lead scoring, sino que <b>cada empresa tiene su propio sistema de puntuaci\u00f3n<\/b> adaptado a sus metas y objetivos \u00fanicos. Algunos m\u00e9todos pueden funcionar mejor que otros dependiendo del modelo de negocio.<\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/jyG1d9EGavc?si=4TDIreIP3DWjrIin\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<h3>\u00bfC\u00f3mo funciona el lead scoring?<\/h3>\n<p>Una vez que los <a href=\"https:\/\/seonetdigital.com\/es\/blog\/que-es-un-cliente-potencial\/\">clientes potenciales<\/a> entran en el embudo, <b>el lead scoring les otorga un valor determinado<\/b> que permite hacer una escala con niveles: desde el m\u00e1s calificado y m\u00e1s cercano a hacer una compra, hasta el que a\u00fan necesita m\u00e1s informaci\u00f3n y est\u00e1 m\u00e1s lejos de convertir.<\/p>\n<p>Una de las mejores t\u00e9cnicas para desarrollar un sistema de valores y determinar cu\u00e1ntos puntos vale cada criterio o atributo, es <b>analizar datos de clientes potenciales anteriores.<\/b><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/seonetdigital.com\/wp-content\/uploads\/2025\/01\/como-funciona-el-lead-scoring-1126x800.jpg\" alt=\"como funciona el lead scoring\" width=\"1020\" height=\"725\" \/><\/p>\n<p>Seg\u00fan <a href=\"https:\/\/www.gartner.com\/en\/digital-markets\/insights\/lead-scoring-intent-signals\">Gartner<\/a>, \u00ab<i>las empresas con una alta tasa de conversi\u00f3n utilizan un promedio de cuatro criterios para obtener clientes potenciales<\/i>.\u00bb Los siguientes son algunos de los que m\u00e1s se utilizan para dise\u00f1ar un lead scoring:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Comportamiento digital del lead con el sitio web, correos electr\u00f3nicos y redes sociales.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Cercan\u00eda al perfil de cliente ideal de tu negocio.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Aspectos demogr\u00e1ficos (ubicaci\u00f3n geogr\u00e1fica, edad, ocupaci\u00f3n, g\u00e9nero, etc).<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Interacciones directas como consultas, descargas de contenido, solicitudes de demos, participaci\u00f3n en eventos o webinars,\u00a0 etc.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Etapa del lead en el ciclo de compra.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Origen del lead (org\u00e1nico, pagado, referencia).<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/seonetdigital.com\/es\/blog\/que-es-engagement\"><i>Engagement<\/i><\/a> con la competencia\u00a0 en la b\u00fasqueda de alternativas en el mercado.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Informaci\u00f3n proporcionada en los formularios.<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/seonetdigital.com\/wp-content\/uploads\/2025\/01\/valor-del-lead-scoring-1400x621.jpg\" alt=\"valor del lead scoring\" width=\"1020\" height=\"452\" \/><\/p>\n<h2>\u00bfPor qu\u00e9 es importante el lead scoring para las empresas?<b>\u00a0<\/b><\/h2>\n<p>La mayor utilidad del lead scoring para las empresas es que las ayuda a determinar cu\u00e1les son los <b>clientes potenciales a los que vale la pena hacer seguimiento<\/b>. Pero adem\u00e1s de esto, el lead scoring es importante para los negocios por estas razones:<\/p>\n<h3>Incrementa el ROI &#8211; Retorno de la Inversi\u00f3n<\/h3>\n<p>Al centrar los esfuerzos en leads m\u00e1s calificados, se logra un mayor retorno de la inversi\u00f3n. Adem\u00e1s se ahorra tiempo ya que el scoring permite al equipo <b>abordar m\u00e1s oportunidades en menos tiempo<\/b>.<\/p>\n<h3>Optimizaci\u00f3n del embudo de ventas<\/h3>\n<p>El lead scoring no solo identifica a los leads listos para la venta, sino tambi\u00e9n a aquellos que requieren m\u00e1s tiempo de maduraci\u00f3n. Esto permite al equipo de marketing desarrollar campa\u00f1as de <b>lead nurturing<\/b> espec\u00edficas para acompa\u00f1ar a los leads en su recorrido hasta que est\u00e9n listos para comprar.<\/p>\n<h3>Reduce los costos de adquisici\u00f3n<\/h3>\n<p>Gracias a la mejora de la eficiencia en la identificaci\u00f3n y conversi\u00f3n de leads, los costos de adquisici\u00f3n de clientes disminuyen.<\/p>\n<h3>Mejora la eficiencia del marketing<\/h3>\n<p>La segmentaci\u00f3n de leads en grupos seg\u00fan su puntuaci\u00f3n, permite crear <b>estrategias de marketing m\u00e1s personalizadas<\/b> y relevantes para cada grupo.<\/p>\n<h3>Aumenta las tasas de conversi\u00f3n<\/h3>\n<p>Al enfocarse en leads con puntuaciones altas, <b>se incrementan las probabilidades de conversi\u00f3n<\/b>, ya que est\u00e1n m\u00e1s predispuestos a comprar.<\/p>\n<h3>Maximiza la calidad de los leads entregados a ventas<\/h3>\n<p>El equipo de <b>ventas recibe leads de mayor calidad y m\u00e1s calificados<\/b>, lo que disminuye la frustraci\u00f3n por trabajar con prospectos que no tienen un inter\u00e9s real en el producto o servicio.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/seonetdigital.com\/wp-content\/uploads\/2025\/01\/lead-scoring.jpg\" alt=\"lead scoring\" width=\"1020\" height=\"680\" \/><\/p>\n<h2>Tipos de lead scoring<\/h2>\n<p>El lead scoring otorga a los leads una puntuaci\u00f3n, por ejemplo de 0 a 100. Ese puntaje se determina usando datos en <b>diferentes tipos de scoring:\u00a0<\/b><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/seonetdigital.com\/wp-content\/uploads\/2025\/01\/tipos-de-lead-scoring-2.jpg\" alt=\"tipos de lead scoring\" width=\"1020\" height=\"1144\" \/><\/p>\n<p>Este ser\u00eda un ejemplo del <b>resultado de la clasificaci\u00f3n<\/b>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/seonetdigital.com\/wp-content\/uploads\/2025\/01\/resultado-de-la-clasificacion-de-lead-scoring-1-1182x800.jpg\" alt=\"resultado de la clasificacion de lead scoring (1)\" width=\"1020\" height=\"690\" \/><\/p>\n<h2>\u00bfC\u00f3mo implementar un sistema de lead scoring para tu empresa?<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/seonetdigital.com\/wp-content\/uploads\/2025\/01\/implementar-sistema-de-lead-scoring.jpg\" alt=\"implementar sistema de lead scoring\" width=\"1020\" height=\"680\" \/><\/p>\n<p>Teniendo claro que es el lead scoring y los tipos que se pueden implementar, es importante tambi\u00e9n saber que el nivel de los indicadores que reflejan el inter\u00e9s (o no) del producto o servicio, deben ser establecidos para cada empresa. Como explicamos antes, no existe un lead scoring \u00abuniversal\u00bb, sino que <b>cada negocio, tiene que crear el suyo.<\/b><\/p>\n<p>Hoy en d\u00eda, gracias a la tecnolog\u00eda, este proceso <b>se automatiza con el uso de un CRM<\/b>, siendo uno de los m\u00e1s potentes, el servicio de <a href=\"https:\/\/seonetdigital.com\/es\/blog\/que-es-hubspot\">Hubspot<\/a>.<\/p>\n<p>Hubspot cuenta con la funci\u00f3n de <b>creaci\u00f3n de lead scoring<\/b> que puedes adaptar a tu empresa, configur\u00e1ndose con los factores que a tu negocio le interesan (demogr\u00e1ficos, interacciones digitales, etc.). El sistema conecta estos atributos con la base de datos de tus clientes y crea una puntuaci\u00f3n. <a href=\"https:\/\/academy.hubspot.com\/es\/webinars\/lead-scoring-entrevista?wvideo=aavf4bg1c3\">Mira este video<\/a> para comprender mejor c\u00f3mo funciona esta plataforma.<\/p>\n<p>Si tienes una PYME, en <a href=\"https:\/\/seonetdigital.com\/es\/\">Seonet<\/a> podemos ayudarte a crear tu propio lead scoring con Hubspot para gestionar tus leads de forma m\u00e1s eficiente. La plataforma es accesible y el ahorro de tiempo y dinero al procesar todo de forma autom\u00e1tica la hace ideal para emprendimientos profesionales, venta de servicios, comercios y empresas peque\u00f1as y medianas.<\/p>\n<p>\u00bfNecesitas revitalizar tus estrategias de marketing? \u00bfQuieres incorporar tecnolog\u00eda para acelerar procesos? <a href=\"https:\/\/seonetdigital.com\/es\/contacto\/\">Cont\u00e1ctanos<\/a> y <b>hablemos de Hubspot y las soluciones de marketing automation<\/b> que pueden ayudar a tu negocio a destacar, crecer y convertirse en un referente en el mercado.<\/p>\n<p>Somos una agencia internacional y apoyamos a cientos de clientes en diferentes partes del mundo. Combinamos atenci\u00f3n personalizada y la mejor tecnolog\u00eda para el marketing con el objetivo de <b>lograr excelentes resultados para tu negocio<\/b>. \u00a1S\u00famate a la experiencia Seonet!<\/p>\n<details id=\"e-n-accordion-item-1200\" style=\"padding-top: 20px;\">\n<summary tabindex=\"0\" data-accordion-index=\"1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1200\">\u00a0<a style=\"cursor: pointer;\">Fuentes de informaci\u00f3n consultadas:<\/a><\/summary>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Cyberclick \u2022 Marketing Digital. (2020). <a href=\"https:\/\/www.youtube.com\/watch?v=jyG1d9EGavc\"><i>LEAD SCORING \u00bfQu\u00e9 es? \u2013 Encuentra tus Mejores Leads<\/i><\/a>. YouTube Video.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Green, S. (2021). <a href=\"https:\/\/blog.hubspot.com\/marketing\/traditional-predictive-lead-scoring?hubs_content=www.hubspot.com\/products\/lead-scoring&amp;hubs_content-cta=related-resources__item-link\"><i>Predictive Lead Scoring: What It Is and Why It\u2019s Important<\/i><\/a>. Hubspot.com.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Henckler, A. (2021) <a href=\"https:\/\/www.gartner.com\/en\/digital-markets\/insights\/lead-scoring-intent-signals\"><i>Keys to B2B Lead Scoring Using Buyer Intent Signals<\/i><\/a>. Gartner.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Hubspot (2021) <a href=\"https:\/\/blog.hubspot.es\/marketing\/lead-scoring-y-preguntas-clave\"><i>Qu\u00e9 es lead scoring y c\u00f3mo calcular un lead score<\/i><\/a>. Hubspot.es.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">InboundCycle (s. f.) <a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/136661\/1-Content\/offer\/Lead-nurturing-lead-scoring\/Lead%20nurturing%20y%20lead%20scoring%20en%20el%20inbound%20marketing%20-%20InboundCycle.pdf\">Lead nurturing y lead scoring en el inbound marketing\u2014InboundCycle.pdf.<\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Paul, B. (2024). <a href=\"https:\/\/www.hublead.io\/blog\/hubspot-lead-scoring\"><i>Master HubSpot Lead Scoring: Your Step-by-Step Guide<\/i><\/a>. Hublead.io.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Rosenberg, C. (2019) <a href=\"https:\/\/www.gartner.com\/en\/articles\/the-sales-development-team-a-proven-framework-for-success\"><i>The Sales Development Team: A Proven Framework for Success<\/i>.<\/a> Gartner.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\u200cYoung Entrepreneur Council. (2024). <a href=\"https:\/\/www.forbes.com\/councils\/theyec\/2020\/07\/13\/how-to-create-a-simple-lead-scoring-system-to-prioritize-prospects\/\"><i>Council Post: How To Create A Simple Lead Scoring System To Prioritize Prospects<\/i><\/a>. Forbes.<\/li>\n<\/ul>\n<\/details>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfC\u00f3mo puedes averiguar qu\u00e9 leads tienen m\u00e1s posibilidades de transformarse en clientes? Es simple, aprendiendo qu\u00e9 es el lead scoring y c\u00f3mo implementarlo. El lead scoring es una de las mejores herramientas para ayudar a los equipos de ventas y marketing a generar estrategias para acercarse a los leads prioritarios. \u00a1Conozcamos m\u00e1s sobre este recurso [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":22113,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[21],"tags":[],"class_list":["post-22112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfQu\u00e9 Es Lead Scoring y C\u00f3mo Funciona? 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