{"id":6016,"date":"2026-01-22T10:12:33","date_gmt":"2026-01-22T16:12:33","guid":{"rendered":"https:\/\/kioongo.com\/marketing\/?p=6016"},"modified":"2026-01-22T14:55:58","modified_gmt":"2026-01-22T20:55:58","slug":"lead-nurturing-que-es-y-para-que-sirve","status":"publish","type":"post","link":"https:\/\/kioongo.com\/marketing\/estrategia-y-posicionamiento-digital\/lead-nurturing-que-es-y-para-que-sirve\/","title":{"rendered":"Lead Nurturing: \u00bfQue es y c\u00f3mo funciona?"},"content":{"rendered":"\n<p>Lead Nurturing es una estrategia esencial dentro del marketing digital y la cual se debe de basar  en un plan llamado <strong>Inbound Marketing. <\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/06\/Mailing-1-1024x576.png\" alt=\"\" class=\"wp-image-6019\" srcset=\"https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/06\/Mailing-1-1024x576.png 1024w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/06\/Mailing-1-600x338.png 600w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/06\/Mailing-1-300x169.png 300w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/06\/Mailing-1-768x432.png 768w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/06\/Mailing-1-1536x864.png 1536w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/06\/Mailing-1.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Antes de explicar como funciona un Lead Nurturing, vamos a explicar algunos conceptos clave, para que queda un poco mas claro como se incluye esta estrategia para lograr una conversi\u00f3n de leads.<\/p>\n\n\n\n<p><strong>Tabla de contenido<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"#anclaje1\">Concepto de lead<\/a><\/li><li><a href=\"#anclaje2\">\u00bfQu\u00e9 es el inbound marketing?<\/a><\/li><li><a href=\"#anclaje3\">\u00bfQu\u00e9 es un lead nurturing?<\/a><\/li><li><a href=\"#anclaje4\">\u00bfC\u00f3mo funciona?<\/a><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"anclaje1\">\u00bfQu\u00e9 es un lead?<\/h2>\n\n\n\n<p>En un concepto simple y f\u00e1cil de entender un lead o en espa\u00f1ol \u00abprospecto\u00bb es <strong>un registro o contacto.<\/strong><\/p>\n\n\n\n<p>Es decir, el usuario una vez que entra a nuestro sitio web y llena un formulario, <strong>nos proporciona sus datos de forma voluntaria<\/strong> y de esta manera se convierte en un cliente potencial.<\/p>\n\n\n\n<p>Una vez que se establece este contacto, podemos <strong>interactuar y as\u00ed brindarle informaci\u00f3n \u00fatil<\/strong> para acompa\u00f1arlo en su proceso de compra. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"anclaje2\">Inbound Marketing<\/h2>\n\n\n\n<p>Este concepto toma gran importancia dentro de la complementaci\u00f3n de estrategias para tus leads.<\/p>\n\n\n\n<p><strong>Inbound Marketing<\/strong> es una <strong>metodolog\u00eda<\/strong> o una <strong>serie de t\u00e9cnicas<\/strong> de marketing y publicidad no intrusivas que tienen la finalidad de conseguir y captar clientes.<\/p>\n\n\n\n<p>Esto desde el primer contacto del usuario y el inicio de su proceso de compra, y acompa\u00f1arlo durante todo el proceso hasta el objetivo de una compra final.<\/p>\n\n\n\n<p>Y durante todo este proceso <strong>brindarle valor<\/strong>, mediante diversas acciones  en <strong>cada una de las etapas de compra.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"anclaje3\">\u00bfQu\u00e9 es un lead nurturing?<\/h2>\n\n\n\n<p>Ahora bien, que es un <strong>Lead Nurturing o nutrici\u00f3n de leads<\/strong>.<\/p>\n\n\n\n<p>Es una tecnica dentro del Inboound Marketing que consiste en <strong>enviar informaci\u00f3n personalizada<\/strong> a los usuarios en funci\u00f3n del momento de decisi\u00f3n en el que se encuentra.<\/p>\n\n\n\n<p>De esta forma, acompa\u00f1amos al usuario de forma natural en su proceso de compra.<\/p>\n\n\n\n<p>De acuerdo a un estudio de Marketing Sherpa, el <strong>73%<\/strong> de los leads que captamos nunca se convierten en clientes. Es por eso que es importante ofrecer contenidos de valor y les ayude a los leads a <strong>avanzar en el proceso de compra.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"anclaje4\">\u00bfC\u00f3mo funciona?<\/h2>\n\n\n\n<p>Una vez que logras tener un registro\/contacto, el siguiente paso ser\u00e1 nutrir ese lead para que este pase por todo el proceso de compra y al final se logre una compra.<\/p>\n\n\n\n<p>Pero \u00bfc\u00f3mo lograr esto? Conoce los pasos a seguir para aplicar el Lead Nurturing en tu estrategia.<\/p>\n\n\n\n<p><strong>1.Definir el segmento al cual nos vamos a dirigir:<\/strong><\/p>\n\n\n\n<p>Es decir aplicar el lead scoring, de esta manera clasificas tus leds de acuerdo a tu base de datos, en funci\u00f3n de la adecuaci\u00f3n del usuario a tu\u00a0<em>target<\/em>, su grado de inter\u00e9s y la fase de compra en la que se encuentre.\u00a0<\/p>\n\n\n\n<p><strong>2. Definir el objetivo<\/strong> <strong>de cada proceso<\/strong><\/p>\n\n\n\n<p>Una vez que segmentes tus leads, tendr\u00e1s que definir que quieres conseguir de cada segmento en funci\u00f3n al proceso de compra en el que se encuentre<\/p>\n\n\n\n<p>Ya sea descargar un contenido, contratar una demostraci\u00f3n de producto o hacer una compra.<\/p>\n\n\n\n<p><strong>3. Dise\u00f1ar la secuencia de comunicaciones<\/strong><\/p>\n\n\n\n<p>Una vez que conoces tus leads y sabes el objetivo que quieres alcanzar con cada segmento, es momento de dise\u00f1ar los mensajes y los medios.<\/p>\n\n\n\n<p>Puede ser una combinaci\u00f3n de email, redes sociales o mensajes de texto. Cuando tienes establecido esto, podr\u00e1s iniciar con la automatizaci\u00f3n de los mensajes<\/p>\n\n\n\n<p>Es importante que durante todo el proceso de compra, lleves un monitoreo de cada campa\u00f1a y midas los resultados<\/p>\n\n\n\n<p>Si te gusto este articulo, te invito a leer m\u00e1s en <a href=\"https:\/\/kioongo.com\/marketing\/blog\/\">https:\/\/kioongo.com\/marketing\/blog\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lead Nurturing o nutricion de lead, se refiere a acompa\u00f1ar a tu lead en todo el proceso de compra, ofreciendoles contenido de valor.<br \/>\nEsto desde el primer contacto del usuario y el inicio de su proceso de compra, y acompa\u00f1arlo durante todo el proceso hasta el objetivo de una compra final.<\/p>\n","protected":false},"author":1,"featured_media":6020,"comment_status":"open","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":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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