{"id":1090,"date":"2016-11-28T17:28:00","date_gmt":"2023-09-07T17:28:39","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1090"},"modified":"2023-09-26T14:32:13","modified_gmt":"2023-09-26T14:32:13","slug":"que-es-tofu","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/mx\/blog\/que-es-tofu\/","title":{"rendered":"\u00bfQu\u00e9 es TOFU?"},"content":{"rendered":"\n<p>Si le gusta la comida china o busca captar m\u00e1s clientes potenciales, entonces \u201cTOFU\u201d seguramente ocupa un lugar especial en su vocabulario. El queso de soya es bueno y saludable, pero en este art\u00edculo se refiere a las <b>actividades de marketing en la \u201cCumbre del Embudo<\/b>\u201d (TOFU es un acr\u00f3nimo del t\u00e9rmino en ingl\u00e9s <i>Top-of-Funnel<\/i>).<\/p>\n\n\n\n<p>Lo primero que necesitamos definir es la idea del <u><a href=\"https:\/\/www.salesforce.com\/mx\/crm\/embudo-de-ventas\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">embudo de ventas<\/a><\/u>. Se trata de un modelo gr\u00e1fico que informa sobre el estado del engranaje del marketing y las ventas de su empresa. Es a trav\u00e9s del embudo que podr\u00e1 saber, por ejemplo, si sus clientes potenciales se est\u00e1n convirtiendo en oportunidades de ventas. Es tambi\u00e9n por medio del embudo que podr\u00e1 dimensionar sus esfuerzos de marketing: \u00bfNecesitamos m\u00e1s clientes potenciales? o \u00bfNecesitamos mejorar la calidad de los clientes potenciales para elevar la conversi\u00f3n y, de esa forma, <u><a href=\"https:\/\/www.salesforce.com\/mx\/blog\/2017\/12\/Como-vender-mas-y-mejor.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">aumentar las ventas<\/a><\/u>?<\/p>\n\n\n\n<p>La segunda etapa consiste en entender que su estrategia de marketing y los contenidos que produce para deleitar (y educar) al cliente deben modificarse de acuerdo con la posici\u00f3n en que este se encuentre dentro del embudo. La \u201ccumbre\u201d del embudo es la parte m\u00e1s grande; ah\u00ed se ubican todos los clientes potenciales que desean conocer m\u00e1s sobre alg\u00fan concepto o que han mostrado un inter\u00e9s inicial en su empresa. El medio y la base del embudo (tambi\u00e9n conocidos como <b>MOFU<\/b> [<i>middle-of-funnel]<\/i> y <b>BOFU<\/b> [<i>bottom-of-funnel]<\/i>) son m\u00e1s peque\u00f1os. Por lo tanto, el embudo de ventas est\u00e1 dividido en tres \u00e1reas con los siguientes objetivos y t\u00e1cticas recomendadas:<\/p>\n\n\n\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\">Redefinici\u00f3n de la CDP<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Desde impulsar la participaci\u00f3n hasta ganar la lealtad, en este ebook te mostraremos c\u00f3mo las CDP pueden ayudar a los profesionales del marketing a conectarse con los clientes de una manera completamente nueva.<\/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=\"_blank\" href=\"https:\/\/www.salesforce.com\/mx\/form\/marketing-cloud\/redefining-the-cdp\/\">Descargar e-book<\/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\/mx\/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\/mx\/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\/mx\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-cumbre-del-embudo-tofu\"><b>Cumbre del Embudo (TOFU)<\/b><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Objetivo: generar percepci\u00f3n o conocimiento de tu marca<\/li>\n\n\n\n<li>Qu\u00e9 hacer:\n<ul class=\"wp-block-list\">\n<li>Atraer a curiosos y clientes potenciales<\/li>\n\n\n\n<li>Evitar repetir el nombre del producto<\/li>\n\n\n\n<li>Ser interesante e informativo y priorizar los contenidos educativos; por ejemplo, <u><a href=\"https:\/\/www.salesforce.com\/mx\/blog\/2018\/3\/Postventa-que-es-y-como-hacer.html\">La posventa: qu\u00e9 es y c\u00f3mo realizarla<\/a><\/u><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Tipo del contenido:\n<ul class=\"wp-block-list\">\n<li>Art\u00edculos de blog<\/li>\n\n\n\n<li><u><a href=\"https:\/\/www.slideshare.net\/Salesforce\">Presentaciones<\/a><\/u><\/li>\n\n\n\n<li><u><a href=\"https:\/\/www.salesforce.com\/mx\/products\/service-cloud\/resources\/infographics-ebooks\/\">Libros electr\u00f3nicos<\/a><\/u><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>C\u00f3mo distribuir:\n<ul class=\"wp-block-list\">\n<li>Medios sociales<\/li>\n\n\n\n<li>Anuncios en Internet<\/li>\n\n\n\n<li>Blog\/sitio web<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-medio-del-embudo-mofu\"><b>Medio del Embudo (MoFu)<\/b><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Objetivo: Aumentar la relevancia en relaci\u00f3n con la propuesta<\/li>\n\n\n\n<li>Qu\u00e9 hacer:\n<ul class=\"wp-block-list\">\n<li>Convertir a los consumidores en clientes potenciales<\/li>\n\n\n\n<li>Incluir informaci\u00f3n de alto nivel sobre el producto para atender los problemas del cliente<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Tipo de contenido:\n<ul class=\"wp-block-list\">\n<li><u><a href=\"https:\/\/www.salesforce.com\/mx\/events\/webinars\/\">Seminarios web<\/a><\/u> \/ <a href=\"http:\/\/www.youtube.com\/user\/SFDCLatinAmerica\">Videos<\/a><\/li>\n\n\n\n<li>Estudios\/Documentos t\u00e9cnicos<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>C\u00f3mo distribuir:\n<ul class=\"wp-block-list\">\n<li>Herramientas de b\u00fasqueda<\/li>\n\n\n\n<li><u><a href=\"https:\/\/www.salesforce.com\/mx\/products\/marketing-cloud\/channels\/email-marketing-solutions\/\">Marketing por correo electr\u00f3nico<\/a><\/u><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><b>Base del Embudo (BOFU)<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Objetivo: Cerrar ventas<\/li>\n\n\n\n<li>Qu\u00e9 hacer:\n<ul class=\"wp-block-list\">\n<li>Convertir a los clientes potenciales en clientes fijos<\/li>\n\n\n\n<li>Enfocarse en los beneficios de los productos\/soluciones<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Tipo de contenido:\n<ul class=\"wp-block-list\">\n<li>Demostraciones<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>C\u00f3mo distribuir:\n<ul class=\"wp-block-list\">\n<li><u><a href=\"https:\/\/www.salesforce.com\/mx\/events\/\">Eventos<\/a><\/u> o actividades presenciales<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>El uso de contenido y medios de distribuci\u00f3n apropiados en el momento indicado mejoran la conversi\u00f3n y, m\u00e1s importante, brindan <b>una mejor experiencia a los clientes<\/b>.<\/p>\n\n\n\n<p>Conozca m\u00e1s acerca de c\u00f3mo la tecnolog\u00eda puede acelerar sus actividades de ventas y marketing:<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d8f11612ca2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d8f11612ca2\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/mx\/blog\/wp-content\/uploads\/sites\/11\/2023\/09\/embudo.png?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Descargue el libro electr\u00f3nico <u><a href=\"https:\/\/www.salesforce.com\/mx\/form\/contact\/contactme.jsp?d=7010M000002McDl\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Acelere el rendimiento de las ventas: siete consejos para triunfar<\/a><\/u>.<\/p>\n\n\n\n<p>Consulte: <u><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/mx\/blog\/2018\/7\/Up-Sell-y-Cross-Sell-Que-son-y-como-aplicar.html\" target=\"_blank\" rel=\"noopener\">Ventas adicionales y ventas complementarias: \u00bfqu\u00e9 son y c\u00f3mo se aplican?<\/a><\/u><\/p>\n\n\n\n<div class=\"layout-four 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\">9\u00ba Edici\u00f3n del informe State of Marketing<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Descubre tendencias en inteligencia artificial, datos y personalizaci\u00f3n de casi 5.000 especialistas en marketing de todo el mundo.<\/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=\"_blank\" href=\"https:\/\/www.salesforce.com\/mx\/resources\/research-reports\/state-of-marketing\/\">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\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\/mx\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.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\/mx\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.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\/mx\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/mx\/es\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conozca el significado del t\u00e9rmino TOFU en el universo de las ventas en el blog de Salesforce. Lea sobre las etapas del embudo de ventas y m\u00e1s.<\/p>\n","protected":false},"author":1,"featured_media":1092,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","footnotes":""},"sf_topic":[5,2,94],"sf_content_type":[],"blog":[388,346,347],"coauthors":[4],"class_list":["post-1090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-sales","sf_topic-digital-marketing","blog-digital-marketing","blog-marketing","blog-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u00bfQu\u00e9 es TOFU? | Salesforce<\/title>\n<meta name=\"description\" content=\"Conozca el significado del t\u00e9rmino TOFU en el universo de las ventas en el blog de Salesforce. Lea sobre las etapas del embudo de ventas y m\u00e1s.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/mx\/blog\/que-es-tofu\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 es TOFU? | Salesforce\" \/>\n<meta property=\"og:description\" content=\"Conozca el significado del t\u00e9rmino TOFU en el universo de las ventas en el blog de Salesforce. 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