{"id":231814,"date":"2025-12-10T13:44:32","date_gmt":"2025-12-10T12:44:32","guid":{"rendered":"https:\/\/ipmark.com\/?p=231814"},"modified":"2025-12-10T17:00:12","modified_gmt":"2025-12-10T16:00:12","slug":"las-marcas-b2b-miran-a-la-ia-para-atraer-clientes","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=231814","title":{"rendered":"Las marcas B2B miran a la IA para atraer clientes"},"content":{"rendered":"<p><strong>La estrategia de inbound marketing, conocida tanto en el terreno del marketing B2C como en el B2B, va ganando un papel m\u00e1s destacado entre los responsables de marketing de este \u00faltimo, habituados ya de por s\u00ed a contar con una estrategia de marketing de contenidos robusta.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">El papel cada vez m\u00e1s relevante del input frente al output para el marketing B2B responde a la mayor dificultad que tienen para conseguir leads y ventas, como ha explicado<strong> Alberto Pastor<\/strong>, responsable del comit\u00e9 B2B de marketing de la <strong>Asociaci\u00f3n de Marketing de Espa\u00f1a (AMKT)<\/strong> durante la presentaci\u00f3n del Estudio B2B Marketing Hot Trends 2025 elaborado por Garlic B2B en colaboraci\u00f3n con AMKT.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan el estudio, <strong>un 34,8% de directores de marketing B2B encuestados se\u00f1ala la fase de conversi\u00f3n<\/strong> &#8211; el cierre de ventas- <strong>como la fase del embudo m\u00e1s relevante para los pr\u00f3ximos meses<\/strong>, seguido de <strong>un 26,1% que apunta a la fase de nurturing<\/strong>. Sin embargo, \u201ctodos los ratios de efectividad de marketing de las comunicaciones convencionales est\u00e1n decreciendo por una saturaci\u00f3n de impactos\u201d, como se ha visto en tasas de apertura de emails, tasas de interacci\u00f3n en social ads o tasas de clic en campa\u00f1as SEM m\u00e1s reducidas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEl outbound funciona peor, as\u00ed que hay que generar atracci\u00f3n con contenidos de valor\u201d, ha a\u00f1adido Pastor. A este respecto,<strong> un 64% de encuestados ha conseguido ser experto en marketing de contenidos, seguido de un 61% que se\u00f1ala el desarrollo de marca y prop\u00f3sito<\/strong>.\u00a0 De cara a futuro, casi un 74% afirma que destinar\u00e1 mayor inversi\u00f3n a esta partida, tan solo superado por el 78% que indica que dedicar\u00e1 m\u00e1s presupuesto a mejorar la experiencia de usuario (CX) y el marketing omnicanal.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Necesidad de invertir en IA generativa<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ayudar\u00e1 a la generaci\u00f3n de contenido las herramientas de inteligencia artificial (IA) generativa, a la que sin embargo los anunciantes B2B parecen otorgar poca importancia &#8211; una nota de 6,3 puntos &#8211; y tener poca experiencia &#8211; solo un 46% afirma haberla implantado con \u00e9xito-.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSe puede emplear la IA para acelerar los procesos que podamos manejar; saltar fases del funnel y llegar a la parte final m\u00e1s r\u00e1pidamente\u201d, ha se\u00f1alado Pastor. Son conscientes de esta necesidad cerca de <strong>un 70% de CMOs B2B que asegura que invertir\u00e1 en IA generativa.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">La necesidad de ganar conocimiento y experiencia en el manejo de herramientas de IA generativa tambi\u00e9n se explica por la tendencia de los usuarios a buscar informaci\u00f3n en estas aplicaciones.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha informado <strong>Arturo Garc\u00eda<\/strong>, socio director de econom\u00eda digital de<strong> Garlic B2B<\/strong>, con<strong> un 60% de usuarios que afirman usar chatbots de IA todos los d\u00edas, las b\u00fasquedas que se realizan muestran el doble de intenci\u00f3n de compra que las realizadas en los motores de b\u00fasqueda tradicionales.<\/strong> De ah\u00ed que recomiende a los anunciantes B2B poner en pr\u00e1ctica estrategias de AEO (Answer Engine Optimization) y GEO (Generative Engine Optimization) para conseguir menciones y citas en las respuestas ofrecidas por aplicaciones como ChatGPT o Gemini, mediante contenido que responda a b\u00fasquedas espec\u00edficas.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las herramientas de IA generativa empiezan a perfilarse como apoyo clave para el marketing de contenidos en B2B. Aunque su implantaci\u00f3n a\u00fan es limitada, cerca de un 70% de CMOs prev\u00e9 invertir en esta tecnolog\u00eda. <\/p>\n","protected":false},"author":29,"featured_media":231816,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[50],"class_list":["post-231814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las marcas B2B miran a la IA para atraer clientes - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Las herramientas de IA generativa empiezan a perfilarse como apoyo clave para el marketing de contenidos en B2B.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=231814\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las marcas B2B miran a la IA para atraer clientes - 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