{"id":6574,"date":"2018-09-10T10:05:42","date_gmt":"2018-09-10T10:05:42","guid":{"rendered":"https:\/\/honeypot.wpengine.com\/?p=6574"},"modified":"2018-09-10T10:05:42","modified_gmt":"2018-09-10T10:05:42","slug":"que-es-un-seminario-web","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/es\/video\/what-is-a-webinar\/","title":{"rendered":"\u00bfQu\u00e9 es un seminario web? El v\u00ednculo perdido entre el marketing y las ventas"},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter wp-image-6579\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/What-is-a-webinar.jpg\" alt=\"Computadora port\u00e1til siendo observada desde el rev\u00e9s.\" width=\"560\" height=\"280\" \/><\/p>\n<p>Es un hecho habitual en las empresas: las ventas y el marketing no siempre funcionan bien. A veces, los equipos trabajan en compartimentos estancos, lo que reduce la eficiencia.<\/p>\n<p>\u00bfPara qu\u00e9 sirve un seminario web en este caso? Es una pieza clave de transici\u00f3n entre dos departamentos (o personas, si trabajas en una peque\u00f1a o mediana empresa).<\/p>\n<p>Es cierto que no se necesita nada menos que un embudo de marketing completo para conseguir que la gente se registre en seminarios web, pero se necesita un equipo de ventas dedicado para convertir a un asistente en un cliente. Se requiere mucho trabajo para nutrir a los clientes potenciales entre esos dos puntos del recorrido del cliente.<\/p>\n<p>Puede configurar un potente motor de ventas canalizando el tr\u00e1fico del sitio web desde su contenido hacia una automatizaci\u00f3n de correo electr\u00f3nico y luego hacia un seminario web con mecanismos de puntuaci\u00f3n de clientes potenciales adecuados. Incorporar clientes potenciales calificados para el mercado (o incluso calificados para las ventas) a su seminario web le permite al vendedor aprovechar el impulso del marketing y establecer confianza en lugar de intentar venderle a alguien que todav\u00eda est\u00e1 en la fase de conocimiento del recorrido del cliente.<\/p>\n<h2>Los seminarios web proporcionan an\u00e1lisis del comportamiento<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6581\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Webinar-analytics.jpg\" alt=\"An\u00e1lisis de seminarios web en la pantalla de una computadora port\u00e1til.\" width=\"560\" height=\"280\" \/><\/p>\n<p>El marketing digital funciona porque podemos medir cosas, lo que nos permite crear un flujo de clientes potenciales estad\u00edsticamente confiables para generar ingresos. Las plataformas de seminarios web modernas tienen las mismas capacidades, lo que le permite medir las acciones de sus asistentes y aplicar una puntuaci\u00f3n relevante dentro de su CRM.<\/p>\n<p>Si bien las caracter\u00edsticas exactas var\u00edan entre las plataformas de seminarios web, debe esperar que una buena plataforma mida estas cosas para cada asistente:<\/p>\n<ul>\n<li>Qui\u00e9n se uni\u00f3 (y cu\u00e1ndo)<\/li>\n<li>\u00bfQu\u00e9 recursos se descargaron?<\/li>\n<li>\u00bfCu\u00e1ntos comentarios se hicieron?<\/li>\n<li>Respuestas a las encuestas<\/li>\n<li>\u00bfCu\u00e1nto tiempo permaneci\u00f3 el seminario web en la ventana principal?<\/li>\n<\/ul>\n<p>Son datos invaluables para el equipo de ventas.<\/p>\n<p>A\u00fan mejor es la capacidad de conectar esas acciones al sistema de puntuaci\u00f3n de clientes potenciales de su CRM. Esto le permite mantenerse informado sobre los clientes potenciales incluso si la conversaci\u00f3n no contin\u00faa inmediatamente despu\u00e9s del seminario web.<\/p>\n<h2>Los seminarios web son rentables<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6582\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Cost-effectiveness-of-webinars.jpg\" alt=\"Relaci\u00f3n coste-eficacia de los seminarios web representados en un teclado con botones transparentes superpuestos sobre el horizonte de una ciudad.\" width=\"560\" height=\"280\" \/><\/p>\n<p>Comercializaci\u00f3n, calificaci\u00f3n y venta de clientes potenciales <em>A escala<\/em> es la clave para un programa de seminarios web exitoso.<\/p>\n<p>\u00bfPor qu\u00e9 hablar con todos uno a uno en la parte superior del embudo (cuando los clientes potenciales reci\u00e9n se est\u00e1n dando cuenta de que tienen puntos d\u00e9biles que necesitan resolverse) cuando puede reservar el tiempo de su equipo para eso en la mitad (o incluso en la parte inferior) del embudo?<\/p>\n<p>Los seminarios web permiten que su equipo de ventas logre m\u00e1s con menos personas a bordo, y eso es poderoso.<\/p>\n<p>El tiempo de los empleados es el recurso m\u00e1s caro del que dispone una empresa. \u00bfPor qu\u00e9 dedicar m\u00e1s tiempo a buscar clientes potenciales que podr\u00edan no estar listos para comprar hasta dentro de 6 a 18 meses cuando puede invertir ese tiempo en clientes potenciales que expresen inter\u00e9s en su seminario web (y producto) ahora mismo?<\/p>\n<p>Es una obviedad para los equipos de marketing empresarial y sigue siendo una inversi\u00f3n que vale la pena para las PYMES que pueden encontrar el tiempo para implementar el sistema.<\/p>\n<h2>Los seminarios web se pueden consumir a pedido<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6583\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Watching-Webinars-on-Demand.jpg\" alt=\"Un seminario web se puede consumir a pedido, lo cual se representa mediante el sonido de una campana de servicio.\" width=\"560\" height=\"280\" \/><\/p>\n<p>Lo mejor es asistir a los seminarios web en vivo para poder responder las preguntas espec\u00edficas de la audiencia en el momento, pero no todos asisten (incluso si se registran).<\/p>\n<p>Por eso los seminarios web a pedido son tan \u00fatiles. Si graba el video del seminario web y lo presenta para que lo vean cuando le resulte conveniente a su cliente potencial, podr\u00e1 atraer clientes potenciales calificados a trav\u00e9s de su embudo. Ni siquiera necesita presentar seminarios en vivo todas las semanas.<\/p>\n<p>Incluso uno por mes es un buen punto de partida, pero no es el fin del mundo si a\u00fan no puedes dar cabida a esa capacidad. Los seminarios web a pedido resuelven ese problema creando contenido permanente a partir de un video en vivo.<\/p>\n<p>En otras palabras, pueden trabajar para usted mientras duerme.<\/p>\n<h2>Los seminarios web hacen maravillas para vender art\u00edculos de gran valor<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6584\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Webinars-selling-big-ticket-items.jpg\" alt=\"Seminarios web utilizados para vender art\u00edculos de gran valor representados por un carrito de compras en la pantalla de una computadora port\u00e1til.\" width=\"560\" height=\"280\" \/><\/p>\n<p>Esta es la parte que le encantar\u00e1 a su equipo de ventas, incluso si su equipo de marketing est\u00e1 lleno de introvertidos. Los vendedores pueden participar en su seminario web tanto en pantalla como fuera de ella, pero es mejor que est\u00e9n en pantalla siempre que sea posible.<\/p>\n<p>Esto se debe a que sus vendedores son los que pueden convertir las pistas de un &quot;tal vez&quot; a un &quot;s\u00ed&quot;, y tienen el carisma para hacerlo.<\/p>\n<p>Obviamente, eso es muy importante cuando se venden art\u00edculos de gran valor a los clientes, especialmente en el \u00e1mbito B2B con ciclos de venta largos. He trabajado con una empresa que ten\u00eda un ciclo de venta de 3 a\u00f1os por cliente promedio; el proceso inclu\u00eda mucha generaci\u00f3n de confianza, incorporaci\u00f3n, integraci\u00f3n y soporte posventa. Vende una plataforma compleja que necesita ser explicada en detalle para avanzar incluso en la primera etapa de ese proceso.<\/p>\n<p>Imagine cu\u00e1nto m\u00e1s f\u00e1cil ser\u00eda si esa empresa tuviera un vendedor y un ingeniero de productos que discutieran qu\u00e9 es posible hacer, qu\u00e9 problemas de la industria resuelve la plataforma y lo presentaran todo de una manera f\u00e1cil de digerir para los espectadores no expertos. Podr\u00edan reducir considerablemente el ciclo de ventas y lograr la aceptaci\u00f3n del comit\u00e9 con ese tipo de contenido simplificado y pr\u00e1ctico.<\/p>\n<p>\u00bfNo est\u00e1 seguro de si los seminarios web son adecuados para usted o su marca? Pruebe algo simple, como un video en vivo de Facebook, antes de comprometerse con una plataforma completa.<\/p>","protected":false},"excerpt":{"rendered":"<p>Es un hecho com\u00fan en las empresas: las ventas y el marketing no siempre se llevan bien. A veces, los equipos trabajan en silos completamente separados, lo que reduce la eficiencia. \u00bfPara qu\u00e9 sirve un seminario web en este caso? Es una pieza clave de transici\u00f3n en esa transferencia entre los dos departamentos (o personas, si trabajas en una empresa peque\u00f1a\u2026<\/p>","protected":false},"author":3,"featured_media":6579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"wpai_generated_summary":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","wpai_meta_description":"","footnotes":""},"categories":[55,36],"tags":[],"class_list":["post-6574","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-video"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"It&#039;s a common fact of enterprise business: sales and marketing don&#039;t always play nice. 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