{"id":1032,"date":"2023-07-17T19:22:00","date_gmt":"2023-10-17T19:22:43","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1032"},"modified":"2023-10-17T19:49:31","modified_gmt":"2023-10-17T19:49:31","slug":"marketing-automation-avanza-madurez-scopen","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/es\/blog\/marketing-automation-avanza-madurez-scopen\/","title":{"rendered":"El Marketing Automation avanza hacia la madurez, seg\u00fan SCOPEN"},"content":{"rendered":" <p>La segunda edici\u00f3n del estudio \u2018Marketing Automation Scope\u2019, promovido por MRM y Salesforce, se fundamenta en la opini\u00f3n de 65 profesionales expertos de los 61 anunciantes principales de Espa\u00f1a.<\/p> <!-- BANNER START --> \n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Conozca 8 m\u00e9todos para la interacci\u00f3n en tiempo real<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Descubra la potencia de Data Cloud para marketing.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/es\/form\/marketing\/redefining-the-cdp?d=7013y000000a4ZZAAY?d=inc-blog-banner\">Descargar informe<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/es\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/es\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/es\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n <!-- END --> <p>La madurez del mercado espa\u00f1ol en Marketing Automation ha aumentado notablemente en los \u00faltimos dos a\u00f1os y las soluciones que aporta forman ya parte integral de muchas compa\u00f1\u00edas. El 93% de las organizaciones tienen ya implementada alguna soluci\u00f3n de este tipo. Se trata de una de las conclusiones de la segunda edici\u00f3n del estudio \u2018Marketing Automation Scope\u2019, desarrollado por SCOPEN y promovido por MRM y Salesforce. Para su realizaci\u00f3n se ha entrevistado a 65 l\u00edderes de 61 compa\u00f1\u00edas anunciantes diferentes, expertos en Marketing Automation, entre los meses de julio y noviembre de 2022.<\/p> <p>Seg\u00fan este informe, un entrevistado tipo conoce, de media, casi cinco herramientas de Marketing Automation entre las que Salesforce es la m\u00e1s conocida. Respecto a 2020, SCOPEN revela un mayor conocimiento general de las distintas herramientas.<\/p> <p>Las funcionalidades de automatizaci\u00f3n de marketing m\u00e1s utilizadas por los anunciantes en Espa\u00f1a son email marketing, generaci\u00f3n de customer journeys, integraci\u00f3n con CRM, segmentaci\u00f3n y personalizaci\u00f3n. Este a\u00f1o, se pregunta espec\u00edficamente y por primera vez por el uso de la Inteligencia Artificial, que 3 de cada 10 entrevistados se\u00f1alan como una de sus funcionalidades principales. La utilizan, sobre todo, para dise\u00f1os automatizados y personalizaci\u00f3n.<\/p> <p>\u00abEl estudio de SCOPEN indica que la adopci\u00f3n de soluciones de Marketing Automation est\u00e1 siendo prioritaria para buena parte de las empresas espa\u00f1olas\u201d, sostiene Laura Guzm\u00e1n, AVP Cloud Sales en Salesforce. \u201cEstas soluciones, combinadas con las capacidades que nos ofrece la IA Generativa, son la respuesta m\u00e1s adecuada para este desaf\u00edo\u00bb.<\/p> <h2><b>Una herramienta esencial<\/b><\/h2> <p>El Marketing Automation se ha convertido en esencial para las empresas que lo utilizan y, en la actualidad, nueve de cada diez entrevistados lo considera determinante o importante en su estrategia de comunicaci\u00f3n. Sin embargo, las marcas todav\u00eda no han conseguido tener una visi\u00f3n 360\u00ba de su cliente, como siguen declarando el 60% de los anunciantes. El 40% de los encuestados que afirman tenerla mencionan, sobre todo, a Salesforce y otras herramientas internas como principales medios para conseguirla. Las \u00e1reas de Marketing, CRM\/Data y Gesti\u00f3n del Cliente son los principales beneficiados de esta visi\u00f3n 360\u00ba, que se traduce fidelizaci\u00f3n y personalizaci\u00f3n.<\/p> <p>En cuanto a las dificultades que los anunciantes afrontan durante la implantaci\u00f3n de soluciones de Marketing Automation, las m\u00e1s mencionadas son la Integraci\u00f3n con fuentes de datos, la falta de expertise en el equipo e integraciones con canales. Los objetivos principales que los anunciantes buscan en el uso de una plataforma de automatizaci\u00f3n es la mejora del engagement y la conversi\u00f3n, la personalizaci\u00f3n de las comunicaciones, optimizar la gesti\u00f3n de campa\u00f1as y mejorar el ROI del marketing. Cabe destacar que el tiempo estimado para ver los resultados se ha reducido significativamente: de 9 meses en 2020, a 5 meses en la actualidad.<\/p> <!-- BANNER START --> \n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Conozca 8 m\u00e9todos para la interacci\u00f3n en tiempo real<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Descubra la potencia de Data Cloud para marketing.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/es\/form\/marketing\/redefining-the-cdp?d=7013y000000a4ZZAAY?d=inc-blog-banner\">Descargar informe<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics 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