Time to create your marketing budget? Know how

The new year brings with it the planning and organization of objectives, a fundamental step in the constant progress of a company, that is why here we bring you some points to take into account in this organization process.

Main elements for your budget

Determining the marketing budget for a whole year is not an easy task, also if you do not have data to support your decision the company will change your idea quickly, to set an exact amount you will need to know the data from other years and the essential potential customers to carry it out, here are some of the main elements that you should count on when setting your budget:

  • Set targets.
  • Base your budget on performance and efficiency.
  • Analyze information.
  • Phase your company is in.
  • Sales funnel analysis.

To achieve the desired number of customers it is very important to have a planned and organized budget, so you can set it adjusted to the parameters of the company.

But how do you determine the amount needed for the whole year? The most important thing is to have data and information from previous years.

Get close to the MQLs to reach your objectives

In this phase you will not need to know the data of the leads, but of the MQLs, (for those new to the marketing world these acronyms stand for marketing qualified lead), that is to say a potential qualified customer, the perfect customer.

Once you determine your MQL, you only need to consult the historical revenue of the company and the information about the funnel, here are the steps to follow so you can implement it in your company:

  1. Set a revenue target per quarter.
  2. Analyze data from previous years within a limited period of time.
  3. Measure transactions in each quarter. How many MQL were captured and how many were converted into SQL (Sales Qualified Lead).
  4. Calculation of the conversion rate using the above information. We can also consult it in a measurement program if we have it.
  5. Consult the revenue generated during a quarter.
  6. Calculation of the MQL you will need to reach the revenue generated in the last quarter.

It may seem an odyssey all this calculation but if you have the relevant data and you know the market you will be able to set the number of MQL needed to reach the number of revenue.

Getting new leads

Time can play against you if you have to get leads quickly, the process of acquiring new customers is long and must go through different stages of the funnel, for this, you will have to take into account two very important metrics:

  • The time it takes to be classified as a lead.
  • The time it takes to make the first contact with the lead.

Once we know the time it takes to capture it, to become a lead and move on to SQL we can keep track of how much time we will need for the predetermined number of leads in the budget.

Do you need personalized help to get new leads in your company? Contact us. 

Time to set your budget

Another key metric you should consider is the cost per acquisition, i.e. the price it takes for the company to get a new lead, to identify this type of cost it is important to take into account the marketing people involved in the process.

To calculate the cost per acquisition you divide the total marketing cost by the number of MQLs generated in a given period, for example in a business quarter.

For the development of the budget it is essential that the employee takes into account both the acquisition costs and the amount of activities carried out to capture that lead:

  • Google searches.
  • Ads on platforms.
  • Display ads.

When you put in place all this calculation process you should always identify a specific quarter and perform all operations in that period so that there are no errors, for example, if your company’s accounts are annual and you want to calculate the quarterly budget, you can not extrapolate this data.

Create a budget in your B2B

With all this information, it will be very easy for you to calculate the budget concisely. But, there is a big disadvantage: when setting a budget based on the strategies of another quarter, the data does not work with complete accuracy since this new period may undergo changes.

As mentioned above, another essential point that every company dreams of achieving is performance and efficiency. For this, there are programs that help to identify this type of efforts and thus, obtain data on the performance of each channel, campaign or ad.

Here are some of them that may be of help to you:

  • ActiveDEMAND
  • Adobe Analytics
  • Dreamdata
  • Improved
  • Looker
  • Terminus


Interactive content to connect with the customer


In recent years, interactivity has entered companies like a breath of fresh air for customers. Thanks to this system, consumers feel a greater closeness to the company while also experiencing an improvement in the user experience.

Active listening to customers is linked to success, so we advise you to implement interactivity in your business to enjoy a good customer-company relationship.

Interactive Marketing and its Relationship with Content

Interactive marketing must be present in your business’s strategic plan if you want it to be effective. With this technique, you can achieve greater engagement and optimize your marketing actions. 

Furthermore, it allows you to improve all stages of the sales funnel, from attraction to lead conversion. Even if a company’s goal is lead generation, the consumer must feel that they are not just another customer. For this, we have interactive marketing, which helps personalize the content for each user and make them feel special.

This strategy aims to make the consumer interact with the brand, creating a perfect scenario for conversion, nurturing, and user attraction. Ultimately, it is based on placing the customer at the center to give them a sense of inclusion in the company, achieved through interactivity and effective corporate communication.

How to Use Interactive Content on Our Website

Interactive marketing’s primary function is, as mentioned, to maintain a better relationship with the customer. However, we can also apply this technique to different departments such as:

  1. Data Capture:

Data intelligence is increasingly necessary and used in the business world. Data mining allows us to understand information about our customers, segment it, and use it to provide consumers with what they want. Interactive marketing boosts these results to capture the public’s attention and generate leads.

  1. Lead Nurturing:

It’s not just about capturing consumer data; it’s also necessary to nurture our customers with personalized and different content. Adding interactivity provides another reason for consumers to engage. For this, we can use consumer-relevant information in an easy-to-understand format, such as infographics or quizzes.

  1. Customer Loyalty:

Once the consumer has gone through nurturing and capture, it is necessary to build loyalty to keep them with us. It is important to maintain the relationship with them, sending valuable content throughout the process and at the end. For example, a post-purchase questionnaire can help maintain this connection.


10 Tools for Implementing Interactivity

To implement interactive content, certain tools can be helpful, such as the ones mentioned below:

  1. Ion Interactive
  2. ContentTools
  3. SurveyMonkey
  4. Thinglink
  5. MapMe
  6. Apester
  7. Qzzr
  8. Calculoid
  9. Involve.me
  10. SurveyAnyplace

Trends in Interactive Content

There are numerous trends in the world of interactive marketing, but a study by Forrester highlighted the most important characteristics of consumers based on interaction channels.

  1. Good communication with the customer, signifying dedication from the business team.
  2. Voice is the preferred form of communication among consumers as it instills more confidence.
  3. Chat is becoming increasingly popular and its usage is on the rise, though still below voice, it is experiencing growth.
  4. While one might think that email is one of the less-used methods, it ranks third and is also growing.
  5. Social media is on the rise but ranks lower as a form of customer communication.

How to Connect with the Customer

Interactivity has come into our lives to stay; it is one of the elements that makes information easier to understand and helps us comprehend tedious texts flexibly.

Digital advertising, newsletters, contests, quizzes, bots, or apps are just some of the ways to implement interactivity in your business. Thanks to these methods, users can feel they are part of the business, and there is a genuine concern for them.

This strategy comes with numerous advantages such as customer satisfaction, increased sales, better conversion rates, virality, or lower marketing costs.

If you decide to jump on the interactivity train, you’ll need a lot of creativity and produce a product different from those of other companies. Do you want to implement it with the help of a specialized company? Contact us.


Why break with a lead? Is it worth it?


Even though it may seem contradictory, companies must part ways with customers when there is no response, even if it’s a potential lead. The company should be aware of the moment to break ties with a consumer.

But how do we perform this separation ideally? Quite easy, with a breakup email, the issue will be resolved. In this new article, we explain how you should do it.

What is a sales breakup email to a lead?

This email is a message that informs the customer that this will be the last form of contact with the company. This email may seem the wrong way to part ways with a customer since if they do not respond to emails, they won’t respond to this one either.

However, this sales breakup email is a way to say goodbye only to the potential customer and end a relationship in the best possible way. This action can serve as a wake-up call to the consumer to realize what they are losing, allowing us to retain them. On the contrary, it can be the closure of the case with them.

Is it worth sending it?

There are several advantages to sending this email, and one of the most important reasons is to rekindle responses from customers who always ignored you. It is essential to get the most commercial benefit from this closure.

Thus, this email is followed by a series of steps that make the potential customer go through stages:

  1. Unpleasant feeling
  2. Desire to recover what is lost
  3. Recovering something they can no longer have

By going through these steps, the consumer may reconsider the situation and reconnect with the company. If this does not happen, the company will have terminated a relationship with the potential customer in a cordial and sensible manner.

Does sending this type of email have disadvantages?

At the moment this breakup is done, the company cannot contact the customer again, not even after 6 months. Despite having interesting promotions or offers, the company should not send any type of email since it said it would not.

In a study conducted by Woodpecker in 2020 on customer breakups, 20 million breakup emails were sent, showing a response rate for campaigns with 1-3 emails sent of 9%. Similarly, in campaigns with 4 to 7 emails, the rate rose to 27%, indicating that interest can increase due to these types of messages.

Breakup can sometimes be very positive as it gives you more time to invest in customers who are genuinely interested. Here are some reasons why you need to remove some clients from your list:

  1. Zero percent client open rate.
  2. Indecision in signing a contract.
  3. Sudden breakup with the company.

Implementing farewell emails will help you refine your client list.

Need to generate new leads for your company? Feel free to contact us; we are experts in it.

How to write an email to cut ties with a lead?

In this email, we cannot vent all our grievances; leads do not owe us anything, and we must be professional. Just be direct and concise, explain the reasons for the breakup, and wish them the best. Here is the structure you should follow:

  1. Start by writing an effective and attractive subject, thus grabbing the customer’s attention.
  2. The body of the message should be concise and brief, explaining the reasons for the breakup.


Subject: Goodbye from HML


“Hi [Lead’s Name],

I haven’t heard from you in a while.

We last talked about your challenges with [pain point] and how [offer] could help you [achieve a specific goal] during [specific time frame].

Are you still interested in continuing our discussion? If not, let me know so I can stop contacting you.

Wishing you all the best,

[Your Name]”

Mistakes to avoid when sending the message

Do not send an accusatory email or one with a tone of disappointment. Instead, send it wishing the best and hoping that the customer will return soon.

  • Maintain the emotional aspect.
  • Be professional.
  • Avoid blaming the customer for anything.

Implementing farewell emails will help you refine your client list.

Need to generate new leads for your company? Feel free to contact us; we are experts in it.

Meet the world of chatbots


Do you know the chatbots that have revolutionized virtual customer service in thousands of companies? Today we tell you all about them in detail.  


  1. Types of chatbots. 
  2. Advantages of chatbots. 
  3. Weak points. 
  4. Strategies. 
  5. How do they work? 
  6. Tasks
  7. Why implement them in your company? 
  8. How to create them? 
  9. Best chatbots tools. 
  10. Importance of chatbots.
  11. Trends

We’ve all interacted with a chatbot at one time, whether it’s for online shopping or making inquiries, but what are these services really?

This tool is the closest artificial intelligence system to our day-to-day lives; its main function is to help the user by resolving their doubts.

This element has been around for over 50 years, but it is now when companies are implementing this tool for their customer support functions.

Bots are part of intelligence software that aims to perform various predetermined tasks on their own.

They have the ability to process natural language (NLP), which means they can have a conversation with them.

Thanks to their learning response patterns and repeated actions, they can maintain a fluid conversation, and they also have the ability to learn from the user’s preferences.

Thanks to their responsiveness, they are ideal for eCommerce, digital banking, or any business that needs customer support.

This is the next step your company needs for the automation of actions, increasingly necessary in the digital age.

1. Types of Chatbots

Every company has a different function and requires a specific chatbot, so it is advisable to consider the diversity of chatbots and choose the one that best suits your business.

Here is a list of types of chatbots for you to select the one that best fits your company:

  • ITR Chatbot (Text Interaction Response)

  This type of chatbot operates through commands rather than artificial intelligence. Its interface is straightforward as it simulates a normal conversation through options on the screen.

  The interaction is directed by the chatbot, allowing it to determine what the user wants to inquire about.

  • Word-spotting Chatbots

  This artificial intelligence system works by interpreting keywords, resulting in predetermined responses. It is unable to interpret the user’s intention or context.

Their effectiveness for the company depends on the assigned task. Additionally, there are multimedia chatbots designed to enhance the chat’s visual appeal.

  • Smart Chatbots

 This type of chatbot goes a step further, capable of understanding the user’s natural language. It interprets context and can generate questions from scratch, making the conversation much more fluid and dynamic.

Not only can they provide quick and argument-based responses, but they also learn gradually from interactions. Thanks to this learning, users can accomplish tasks such as booking a flight or making a bank transfer.

Depending on your company’s service, you should choose an operating system for the chatbot to determine its role. Therefore, we present some chatbots that can be useful for various departments in your company.

  • Marketing Chatbot

     Initiates contact with users when they visit the page, helping to collect personalized data.

  • Customer Support Chatbot

     One of the most commonly used services, it handles responses to consumer requests and inquiries.

  •   Sales Chatbot

     Assists in completing the purchase in its final steps and enhances engagement on various social media platforms.

  •    Social Chatbot

     Primarily provides personalized content on social media to consumers, increasing engagement.

2. Advantages of Chatbots

If you are hesitant about implementing chatbots in your company, here is a list of benefits for both your company and your consumers.

For the Company:

– Technological investment.

– Improvement of brand and reputation.

– Enhanced conversion rates.

– Work efficiency.

– Cost reduction.

– Improved sales strategy.

For Customers:

– Quick customer service.

– Real-time information.

– Comfortable and flexible interaction.

– Enhanced customer web experience.

– Accessibility.

– User qualification thanks.

3. Weak Points

Some users have had negative experiences dealing with chatbots, leading to reservations about engaging with them. Here are the main points to avoid to prevent customer frustration:

  1. No solution: One of the main reasons consumers avoid these services is when chatbots fail to help solve the problem, offering no contact with a human agent or providing no options to address the issue.
  2. Chatbot insistence: This occurs when the bot appears with every click the consumer makes on the website. The customer may become annoyed by repeatedly rejecting the chatbot’s assistance.
  3. Chatbot error: This issue arises when the bot malfunctions, preventing the user from speaking with a live agent and receiving no help from the chatbot.
  4. Limited options: Involves the lack of variety in options, leaving the customer unsure of which option to select as none seem to address their specific issue.
  5. Low comprehension: Despite advanced technology, chatbots may sometimes struggle to understand the conversation’s purpose. This can lead to repeated queries by the consumer and may result in a negative brand experience.

To address these issues, companies should develop more sophisticated chatbots that can avoid these errors and provide excellent customer service.

4. Strategies

Implementing a chatbot not only stands out as a technological innovation for the company but also involves a planned strategy to reap benefits. 

Some advantages that may result from a well-implemented chatbot strategy include economic benefits generated through subscriptions, advertising, or eCommerce. 

As mentioned earlier, utility exists for both the company and the consumer. 

Time savings, diverse subscription models, or the replacement of search engines can be proactive elements for the business in question.

5. How Do They Work?

The primary goal of a chatbot is to help consumers solve their problems, made possible through artificial intelligence and machine learning. 

Many chatbots can even learn user preferences and interpret information. 

With the improvement of chatbots, customer service has experienced notable progress, enabling companies to offer quick and flexible solutions without the need to wait for a human agent.

6. Tasks

Chatbots are responsible for only two tasks, but they can significantly lighten the workload of a company to a higher level.

– Analyzing the problem:

  Once in contact with a chatbot, it analyzes the problem to categorize it into different types and offer various possible solutions to the consumer.

– Responding to questions:

  After the problem has been analyzed, the chatbot takes care of responding with different solutions. This response action can take various forms:

  • Predetermined responses.
  • Asking a question to clarify the reason for the inquiry.
  • Providing company information.
  • Offering personalized information based on the provided data.

7. Why Implement it in Your Company?

Technology has brought numerous advantages to businesses, and one of them is chatbots, which not only help meet consumer needs but also provide a way to connect with customers.

During the purchasing process, users often experience a distant feeling from the company since they are not interacting with a person. Implementing chatbots can bridge this gap and make users feel that the company is offering guidance in various areas.

In essence, through eCommerce, this system humanizes the purchase. While this may seem highly advanced and dependent on Artificial Intelligence, the implementation of this service is cost-effective and adaptable to any business, regardless of its sector.

Thanks to chatbots, consumers can stay connected with the company 24/7, allowing them to seek assistance without waiting, even in the early hours. This increases consumer engagement and reduces costs during those time periods.

User experience is significantly enhanced as the chatbot can provide flexible and convenient assistance. This also enables quicker navigation, as the chatbot is available to help with any queries.

8. How to Create Them?

There are numerous tools that assist in the creation, training, and adaptation of chatbots to websites. However, the first thing to clarify is the goal this service should fulfill.

For example, a small auto repair shop providing hours, location, repair inquiries, or appointment scheduling will have different needs compared to other sectors.

Let’s use this example to outline the steps to follow when creating your own chatbot.

– Training:

Once the goals are clear, the chatbot needs to be trained to respond to any question. 

For instance, when dealing with inquiries about operating hours, formulate various ways of asking this question so that the chatbot can detect it in any form. 

This way, it will be trained to respond automatically, providing the consumer with the needed answer. Specific and direct responses should be programmed to leave no room for ambiguity.

– Dialogue flow:

As mentioned, once a user asks a question, the chatbot must provide a specific and direct response. However, this is only possible for straightforward questions like hours or address. 

For questions with multiple options, such as scheduling an appointment or inquiring about a specific vehicle, the chatbot will function differently.

How do we train our chatbot in this case? It’s straightforward. Each question is considered a node, so if a question has various options, the chatbot should offer a variety of subnodes. 

This way, the chatbot will maintain a consistent dialogue flow until it provides the option the consumer wants. Another aspect to consider is the confidence threshold. This component helps configure the bot’s reliability in responding to a question. In other words, setting a high confidence threshold means the bot will only link this intention to the corresponding node when it’s very certain. 

Conversely, setting a low confidence threshold may result in the bot confusing consumer intentions and causing confusion. 

This is one of the elements that must be configured precisely so that the user doesn’t feel misunderstood by the bot and cut off the connection.

9. Best Chatbot Tools

Now that you know how to create your own chatbot, you may wonder which system to use. Here’s a small list that can help you select the program to assist you in creating one.

– Chatfuel:

  This program is mainly focused on Facebook and helps create chatbots without any coding. It offers variety in terms of chatbot design, and you can configure the options the chatbot provides. This bot operates with predetermined phrases using intention recognition.

– Aivo:

  This bot adapts to all business sectors and allows the company to respond to customers in real-time, whether through text or voice. This allows for bot personalization.

– itsAlive:

  This bot works through keyword recognition and offers various ways for companies to communicate through an external platform. Consumers won’t feel the frustration of searching for how to contact customer service; instead, there will be a specific platform.

– Imperson:

  This is one of the star bots, with clients such as Disney, Hyundai, or Johnson and Johnson. If you’re looking for experience in creating a bot, this platform is suitable for you.

10. Importance of Chatbots

The need for chatbots today is imminent, prompting giants in the industry like Samsung or Microsoft to invest in this field. 

Artificial intelligence will be the element that changes how we work, making everything simpler. Automation, natural language understanding, and machine learning are just a few elements that are growing each day.

In the future, these technologies will help businesses have simpler operations and provide consumers with more pleasant user experiences. 

Specifically, chatbots are one of the most widely used services, with companies giving them high ratings. According to a Statista survey, more than half of B2B companies view chatbots as an effective marketing strategy, perceiving them as successful.

In recent years, this sector has experienced continuous growth, with forecasts predicting further increases in the future. It is estimated that by 2030, chatbots in the banking and financial services sector will be valued at $6.83 billion. For the coming year, businesses are expected to save $8 billion in operating costs, according to Juniper Research. Thanks to chatbots, businesses can save $0.70 per interaction with a customer.

However, not only will there be economic benefits, but you’ll also have a winning strategy, as the growth of this sector in 2022 is estimated to be $3.9 million.


Artificial intelligence will transform departments so workers have more time for important things.

In this way, bots will be responsible for trivial issues such as claims management or insurance contracting.

Thanks to this, the user experience will be redefined by 2023 due to the combination of this type of technology and the natural language of bots.

But this increase in the artificial intelligence sector is not linked to the shortage of workers. On the contrary, working together with human staff and bots could be the perfect combination to improve the business results of any company.

Due to the era of immediacy in which we live consumers demand 24-hour assistance, therefore such services can be really useful in these situations.

Most sectors, from banking to healthcare need this service to offer the customer a good deal.

11. Trends

With the rise of chatbots and high investment this sector experiences trends that could be key to business development.

  • Voice recognition.
  • Machine learning.
  • Research bots.
  • Processing of natural language.
  • Relief from administrative tasks.
  • Intelligent detection of users.

As we have mentioned artificial intelligence has many applications but it is expected that in the future bots can perform actions such as the following:

  • Extract information.
  • Translator.
  • Automatic integration.
  • Classify the types of texts.
  • Analyze feelings.
  • Recognize spam.
  • Identify the language.

 Use in different regions

The region estimated to grow the most will be North America in the size of its market. In contrast, APAC will experience an increase in growth rate due to the number of investments in both the public and private sector in AI technologies.

Since 2019 with 4.2 million dollars is expected to grow up to 15.7 million dollars in 2024 in this sector. Europe will also be one of the fastest growing continents in the artificial intelligence market after North America.

The ranking of territorial areas with more growth potential in the conversational intelligence sector is as follows:

  1.   North America.
  2.   Europe.
  3.   APAC.
  4.   MEA.
  5.   Latin America.

The constant use of mobile phones, the growth of applications based on natural language and the increase of technological investments lead to an exponential increase of this sector.

This means both administrative and economic aid for businesses.

Bots require a lot of work to offer the consumer the desired function, but, if the company finally implements it through a good training.

Bots require a lot of work to give the consumer the desired function, but if the company finally implements it through good training, the benefits of these are enormous.

So you’ll be winning this tech battle.

The future is full of technological services that will help us both personally and business, in fact, the journey of chatbots has only just begun.

Thanks to the investment in artificial intelligence of large companies, these systems will go far in the coming years changing both the way companies interact and that of consumers.


Create unique experiences with immersive marketing


In this article we will show you what is immersive marketing, what is this technique, how to apply it to your company, its advantages and some examples to keep you up to date on this subject that has shaken the technological revolution.


  1. What is immersive marketing? 
  2. Applications of immersive marketing. 
  3. Features. 
  4. How to apply immersive marketing to your business? 
  5. Advantages of immersive marketing.
  6. Examples. 
  7. Immersive vs static content. 
  8. Idealization of the company. 

1. What is immersive marketing?

Shopping, visiting a museum or traveling to another country is now possible from the sofa of your home, all these experiences are possible thanks to immersive marketing, but it is not only about teleporting to the place where the events occur.

Thanks to immersive marketing companies can create a product with a history that is also part of the user who plans to buy it, that is, the customer can be part of the concept from home.

Today the user cannot be a mere spectator, if he feels out of place will resort to competition, so it is very important to make him participate in all the actions we are carrying out. The story should be the center of the marketing strategy, and with it the user, so the buyer can interact with it.

In this way a link is generated between company – customer, and you will feel part of the company. This type of strategy is based on the use of videos, events or experiences in their content, in fact, some of these elements can be multi-sensory which increases the feeling of participation.


To carry out this type of experience is necessary technology, that tool that today seems to be important in all sectors of companies. Yes, it may seem difficult to get used to certain tools, but once they are launched they will make a difference.

With the stratospheric leap we have taken at the level of digitalization, companies already have the necessary systems to launch this type of experience. With confinement we have gotten used to attending events online, concerts or even buying everything through eCommerces.

Companies have adapted to this and have become active in developing increasingly innovative and surprising marketing strategies for their users.

The creation of such strategies is a challenge and there are already many corporations that join to try this type of marketing, thanks to such practices users will not go unnoticed in front of our campaigns. Thus, we will avoid the immune effect of advertising, the user will go from being a passive advertising customer to an asset in the company’s stories.

2. Applications of immersive marketing.

There are different ways to implement immersive marketing in your company, according to a study by Kaizen Institute, this type of content has experienced great growth since 2019, thanks to increased user participation and new experience. Here are some of its applications:

  • Virtual reality

This type of tool can be difficult to reach for some customers since it is necessary to have virtual reality glasses, but it can be applicable to a tourism company in which you want to show a tour using these glasses.

  • Augmented reality

Surely this tool sounds to you since you have seen models in real time to build your own room. It is therefore easy to view them using a device such as a mobile phone, tablet or computer.

  • 3D projection

Through 3D projection we can visualize certain projects such as the construction of tools or the final product, thanks to this, the public can interact with the products.

  • Interactive banner

Possibility of interaction with the content framed in the banner.

  • Smart fences

This type of advertising can intercept the indecisive user, interact with him and thus, activate conversion scenarios that encourage the purchase of the final product.


3. Characteristics

Among the main features of immersive marketing and to be considered your strategy within this type of advertising, your campaigns, ads and experiences have to have the following:

  • Interaction with the public.
  • Involvement of users in history.
  • Open formats.
  • Generation of actions among the public.

4. How to apply immersive marketing to your business?

The main idea of immersive marketing is to involve the user in a different story, that is to say to make the user feel that he is living a unique experience that can only be carried out with the company.

Therefore, the business must offer a different product to the rest that has certain characteristics that make it stand out, thanks to the creation of a different product or service the user can feel differential and thus be loyal.

A report by Aircards shows that more than 100 million people use augmented reality to make their purchases, more than 78% of consumers prefer this type of technology for the purchase of products.

As we see this type of marketing is booming as it is expected that by 2025 this sector will reach 198,000 million, thanks to this type of products we can increase our engagement in the company.

Now we can combine the use of social networks with immersive content and thus provide the user with a different content that remains in their memory as a reflection of a successful product.

To carry out this type of strategy it is necessary to follow a series of steps to implement it, we leave you the phases through which you must go to propose an immersive content on social networks to your users:

  • Start conversations

The first and foremost thing is to know your customers, for this, you must be aware of their interests and needs, respond to their comments, in short, establish a customer-company relationship in which the user feels close to the company.

In addition, it is essential to be aware of trends and thus carry them out in our business strategy.

  • Interest

To show interest is not only to answer comments and provide discounts, so that the user feels close to the company it is important that you ask for their tastes, know their opinion regarding the products, quality content proportions, Be creative and innovative and do surveys on various topics to get inside your mind.

  • Added value of immersive content

This can be one of the most important points as consumers want relevant content in relation to their interests, for this, it is advisable to follow the 80/20 rule; 80% of the content should focus on relevant information and 20% talk about the company’s products or services.

In that 20 we can include immersive content that can be launched to publicize innovative products or services.

  • CTA

Through Call To Action we encourage the user to interact with our content, whether it is immersive content or leaving your data for the subscription or receipt of the newsletter.

  • Visual content

It is obvious that we live in a visual world, everything that has images or videos is going to receive a greater engagement, we must try to convey in the images and videos that we share the essence and values of our company.

  • Influencer

The rise of digital content creators is a reality, another of the strategies we can perform is hiring influencers to get more leads and thus, try to retain them. We can encourage the creation of immersive content by using known people related to our sector.

5. Advantages of immersive marketing

This type of marketing is experiencing a notable increase as more and more users need to feel unique and not a number more among customers. Therefore, these types of strategies can take the consumer to a personalized environment, we leave you some of the advantages that you will have thanks to immersive content:

  • Improvement of the customer experience.

Users will feel that they are important to the company and this results in a better experience during the purchase of the product.

  • Customization.

As we have mentioned, this is one of the great attractions for consumers, the feeling of personalization are some of the elements that users demand most.

  • Reliability towards the brand.

If users feel identified with the company through its values and products this, it will become a reference for the user, this can also trigger a greater knowledge of the brand thanks to the known “word of mouth”.

  • Globalization.

Language or time range are some of the limits you can find when creating content, but with images or immersive content you can take them down.

Today consumers prefer more visual content, so you can create content that is understood anywhere in the world and also, have the customization and differentiation of the rest of the competition with immersive content.


6. Examples

So you can get inspired and start the process in immersive marketing we leave you some examples:

  • Madrid Metro

For the premier of Ghostbuster, the metro of this city implemented the sound of a ghost at a subway stop.

  • NBA

Due to the pandemic the lack of public was latent in basketball stadiums. So the NBA created an immersive experience so fans could follow it from home and appear on the official courts.

  • Pepsi Max

Pepsi installed a marquee on the street that was able to recognize the situation on the street and add strange elements such as a meteorite or a spacecraft.

  • Sensorium

This project allows users to travel between the ingredients in the fridge. In addition, if headphones are used we can experience sounds such as cold air or movement.

  • IKEA

This Swedish company has been using this type of immersive marketing for years, thanks to augmented reality we can see how any furniture would look in our house. For example, see how a sofa would look in our living room.

7. Immersive vs static content

The interaction with immersive content is much more beneficial for the company since the user is reluctant towards static content, the reading of these is usually not total so the content is not disclosed in its entirety.

According to a study by Zeros on immersive content, 33% of the content created is immersive and 56% static; the desired would be 48% and 41% respectively.  According to this study some of the most effective elements are:

  • 60% calculators.
  • 200% data visualization.
  • 200% game creation.
  • 300% interactive publications.
  • Less pdf/ebook.

Despite its benefits and engagement, there are also barriers that immersive content hasn’t managed to cross yet:

  • 52% of respondents do not carry out this content due to the established budget.
  • 36% due to lack of skills in the company.
  • 23% for lack of acceptance of business leaders.


8. Idealisation of an enterprise

In the study analyzed, participants were encouraged to imagine the ideal company, which publishes regularly with emotional content and have connection with users, then asked how far their company is that ideal, only 16% of participants described their brand as close to the ideal.


As you can see, companies are a long way from reaching their ideal business concept, but immersive marketing can help you achieve this, despite the barriers you can count on, creativity will always be the star element to succeed.



Inbound marketing to conquer your customers


Since 2005 inbound marketing has not stopped growing, despite being a technique from years ago, it is one of the systems that works best in companies.

What is inbound marketing?

The methodology of this technique is the mix between advertising and marketing to accompany the user from the first contact with the buying process until the final step.

It is the way to make the customer feel loved and this leads to the loyalty of this, a set of techniques try to attract the buyer persona in a friendly way.

The form of attraction is almost always useful, relevant and valuable content through different social networks, SEO or blogs. Customers are fed up with the invasive advertising that appears every time they go to watch a series, enter a website…

In short, it is a method of attraction different from the classic outbound that all companies use, thanks to this system companies manage to find potential customers who love the content created.

Stages of inbound marketing

Inbound marketing has four stages that both the consumer and the business strategy go through. The consumer goes through several stages:

  • Awareness: the buyer thinks about whether to buy the product or not.
  • Research: researches the type of product it is, reviews, benefits and disadvantages.
  • Decision: he makes the purchase decision due to different factors that are important to him.
  • Action: makes the purchase.

On the other hand, the business strategy has set certain steps that the consumer undergoes to convince him to make the purchase and they are the following:

  • Acquisition

Capture the attention of a potential customer through valuable content that may interest him, in this way, the company makes itself known from the point of view of an expert and a reliable source.

We will try to attract potential customers through marketing techniques such as social networks, SEO or events, for this, it is advisable to create strategies to attract content created on the web, blog, social networks.

This way, search engines will index it and more users will have the possibility to read it.

  • Conversion

Maintaining a relationship with the customer benefits the company significantly, if the business provides solutions to the customer’s problems and needs, the customer will feel that he/she is taken care of and the probability of purchase will increase.

Conversion consists of transforming a sporadic user into a potential customer, this is done through personalized content or questionnaires focused on the user.

In this way, we will obtain the consumer’s data to include them in the company’s database.

Once we have achieved the attraction of a customer we can encourage that conversion through content such as webinars, ebooks, videos and lists.

  • Selling

Through the purchase we can provide help the customer to experience a successful buying process.

Once customers are already part of the company, they will receive personalized content, the business will find out the user’s interests through lead scoring and lead nurturing.

  • Lead scoring: the possibility of a customer making a purchase.
  • Lead nurturing: sending personalized content based on the phase of the purchase cycle and profile.
  • Loyalty: This final phase is focused on inbound sales, but its purpose is not only to sell but also to maintain the relationship with the user, taking care of the company’s loyal followers.



Any B2B company undergoes a buying process that involves the investment of research time in the product or service that can be directed towards a certain audience.

It is important to analyze each of the aspects before making a decision as it involves a large economic investment.

Inbound marketing can be used by companies to educate customers through valuable content. The creation of white papers, manuals, post, implementation protocols, among others.

The creation of content also provides an intellectual level in their field of work, with inbound marketing they learn to use the web as a way to make themselves visible and multiply their sales opportunities.

Some elements that cannot be missing in your inbound marketing strategy:

  • Content creation.
  • Personalization.
  • Viralization.
  • Web analytics.

Inbound marketing strategy

Inbound marketing execution

Inbound is not for everyone, you must take into account that if your buying process is short it is better to use another type of strategy such as email marketing, SEM or social ads.

But, this does not mean that no inbound strategy will work for you, for example use content marketing to influence your consumers and so, when they want to buy a type of product they will choose your company.

How to design it?

There are several steps to follow when starting your inbound marketing strategy. Below we detail them in depth so that you can adapt them to your company.

  1. Know the environment

In this type of campaign it is important to know the terrain on which we are going to work, if you want to launch a product to the market and be successful you must know the environment in depth.

Study the target audience and use the product launch to give added value to your content, through valuable content you will be able to publicize the benefits of the product.

This step is perfect for sending email marketing, creating ebooks or webinars and thus, publicize your product and your company.

Each offer you are going to launch should have its own landing page to measure conversion, tracking, downloads or the number of customers.

  1. Create the timing and objectives

The calendar will be your best friend during a marketing strategy for a specific product, the definition of objectives will be the star element that will lead the rest of the actions.

Each launch must have a specific calendar and will not last between 30 to 90 days, once we are clear about the publication of each content, the next step is the comparison of the return of the campaigns.

  1. Drive traffic

We will use different channels to drive traffic to a product/service, in each of them we will publish different content:

  • Blog

In the blog we will dedicate a part to content related to the campaign, in this way we will publicize the product and the content created.

  • Social networks

We will use social networks to publicize the content to followers, for example post related to the ebook we have created.

  • Email

By email we will publish some interesting offers and they will be sent to potential customers who are interested in this type of content.

  1. Mature your leads

Inbound marketing is based on giving value to the content and making sales without pressure, a relationship should not be forced, it will develop gradually.

  1. Closing the campaign

Before closing the campaign we must carry out an exhaustive analysis to know if our content has had an effect on users. We will make a report with different metrics to examine their behavior:

  • Visits: measures the total number of visits that the promotion has had, we must be especially careful with a high number of visits but low conversion.
  • New leads: this is an important element for the sales team. We will know if we have reached a market that we had not reached before.
  • Total sends: we cannot rule out the presentation of existing leads.
  • New customers: number of customers who consider that the campaign used has been good, this data may not be known until some time has passed and we can compare it with other campaigns.

How to create your buyer persona?

To determine your buyer persona it is important to base it on reality, even though it is a fictitious ideal customer, it must be represented by real customers.

The creation of this figure will be done through surveys, research of our customers, potential leads and networking network.

In this way we will know the ideal customer’s psychological and social profile, motivations, objectives, vital needs and demographics.

To create a buyer persona based on reality it is necessary to ask the right questions such as:

  • Who?

In this section we will collect demographic information such as where they live, their age, family situation, personality?

  • What?

This will be focused on how the customer can help the company achieve its objectives and challenges.

  • Why?

The survey will be reflected in this section through comments, complaints, different points of view…

  • How?

Once we have analyzed the ideal profile for our company, we use all these elements to find out what our customers need.

This will help us to create the marketing and sales messages and reach the potential customer.

Difference between inbound and outbound

Although at first glance outbound and inbound marketing may seem to be one and the same technique, this is not the case, both can coexist in a company’s marketing strategy, but they are very different.

Outbound marketing, as mentioned above, is part of an older technique that uses traditional media such as radio, television or newspapers.

It focuses mainly on promoting the brand and the product in order to obtain economic benefits.

Another differential point is communication, which aims to inform in a unidirectional way, i.e. the company provides certain information without the possibility of a response from the user.

The marketing campaigns are another element that distinguishes them, these are dedicated to a general and massive public. Especially so that there is a greater reach among future customers.

On the other hand, inbound marketing is a more current technique that focuses on the user, using digital media such as social networks, blogs or SEO. Its purpose is not the brand but the content.

Communication is based on bidirectionality so that there is greater interaction with the user and he feels part of the company.

This type of communication is focused on a target audience that is defined by the company in order to capture it and turn it into a potential customer.

  • Trends

Inbound marketing continues to experience a boom, so we explain the 10 trends that you should take into account this year to achieve success.

  • Interactive content

Users increasingly demand more interactive content, they want to leave behind the habit of reading everything, so we recommend that you include interaction on your website with videos, quizzes or resources.

If you implement this technique you will increase engagement by improving the user experience and attract more qualified leads in different fields.

  • Personalization

In recent years this way of working has been growing steadily, thanks to the demand it is experiencing. This trend makes the user feel special by providing exclusive content.

  • AI

Interactive content goes hand in hand with artificial intelligence, thanks to this method we can provide the possibility of user interaction.

In addition, we can obtain information about the potential customer to know their tastes and know how to target them.

Alexa, Siri and Cortana have put voice search in the spotlight, as this form of search is gaining more and more followers due to its convenience and flexibility.

If you launch a voice search engine you must take into account SEO and user experience to display clear and concise content.

  • Marketing automation

You will be able to know first-hand what actions your users perform and thus know what type of customer is close to provide valuable content that is among their interests.

  • Influencer marketing

Influencers have begun to be part of many marketing strategies in recent years, this method is increasingly used because it reaches the customer quickly and concisely.

We must know what our business objectives are to select an influencer according to them, in this way, we will address a specific target audience.

  • Chatbots

This chatbots method helps us to connect with the user, solve their problems and meet their needs quickly. Therefore, we must select one in which they feel supported.

  • Mobile Marketing

The computer has taken a back seat, nowadays most users surf the Internet with their cell phones. Therefore, you should always have responsive content.

If you do not have this type of content, Google will penalize you because it puts websites that can be navigated using a cell phone first.

  • Mapping the costumer journey

With this trend we can know the journey that the consumer makes, so we can accompany him in this process with relevant content for him.

  • Featured snippet optimization

The purpose of this trend is to appear in the featured snippets of Google SERPs, to achieve this goal we must include lists, enumerations and tables in our content.


Why integrate it into your business?

It’s proven that this technique helps your company, not only to gain visitors but also potential customers, that’s the main reason why you should implement it in your strategy.

It requires constant monitoring, teamwork and creativity, but the results in both B2C and B2B are numerous.

If your company is a B2B it is necessary to consolidate a reputation for your brand and this strategy is perfect for it.

If you have not yet launched to develop this strategy in your company, do not hesitate to try it for profit.


The strategy and organization of a B2B newsletter step by step


This article we want to address the structure of the newsletter by reviewing all the elements that should not be missing in its composition. This is the way of working that we have developed in HelloMrLead and that we have proven that it works to provide a truly differentiating content. We hope that with these simple tips you will also achieve your goals. Will you join us? 

Create the editorial calendar for your newsletter

In order to be able to schedule shipments and have coherence between them, the organization is a fundamental piece. You can design a table that includes the essential data that will help you develop the rest of the content. In this sense, they should not miss the date of sending to maintain the periodicity, the subject of the mail and the title, which should try to transmit the values that we have previously defined, as well as the theme of the posts or lead magnets that we want to send to our databases. We recommend that your calendar include at least three months and take into account dates such as Christmas, Easter or holidays in each city.

Segment the databases

We mentioned that when writing the newsletter, one of the steps we should not forget was the definition of our databases according to the characteristics of the company, its size and the territory in which it operates. We made a classification in which we differentiate former customers, current customers, potential domestic customers and potential international customers.

Segmenting a database is essential for a campaign to be effective, as it helps identify the customers and sectors you’re targeting, detect which sections react most positively to shipments, and which messages generate the most interaction. When carrying out this action, it is important to take into account geographical and demographic information, the roles that each person plays in their job or the quality of the information that you have.

The tools that can be used when carrying out this action are very varied and some of the names that you will hear the most are Sales Navigator, Findthatlead, Snovio, uProc and Skrapp.io. We want to highlight these last two as they are the most used by the HelloMrLead Lead Prospecting team. With uProc it is possible to extract corporate emails, being very useful for outbound and database enrichment. Its main advantage is its optimization by being able to work automatically without previous programming and reducing the time that a worker would have to invest when looking for field by field. Skrapp.io, meanwhile, has a similar performance to the previous one, with the difference that it is an extension of Google Chrome.

Choose your tools

Before moving on, it’s important to select some of the tools you’ll work with to build your newsletter launch. At this point you will have to consider some of the following elements:

  • Platform with which you will work: there is a great variety so you can choose the one that best suits your needs. At HelloMrLead we highlight the features of Sendinblue, Benchmark and Moonsend.
  • Mail from which you will launch shipments: it is important that it is corporate and must always be the same so that it is recognizable by your contacts and transmits confidence.


Define the structure of your newsletter

Once this is done, it’s time to consider the structure of your newsletter. As we have already highlighted a few lines above, it is important that all your submissions have a consistency so that with a simple glance the reader is able to identify the sender. Here, design and visual appearance play a key role in making the newsletter a coherent extension of your brand. When defining your structure do not forget to include the following 5 elements:

  • Headboard:

It’s your ID because it’s the first thing the person who opens the email is going to find. It should always be the same and can include an image with the company logo.

  • Typography and brand image:

It must always be the same for it to be recognizable and it is important that it resembles as much as possible the aesthetics that you maintain on your website, social networks and the rest of your audiovisual content. The colors you use are also important for them to act as a corporate element by respecting your visual identity.

  • Visual elements:

Nowadays it is really easy to obtain professional photographs thanks to the image banks that we have at our disposal. However, it does not only serve to include a photo as we found it. First, it is advisable that all the visual elements have a harmony, and also that each one of the images is optimized according to criteria such as its dimensions, the size and weight of the same, the name of the file or the ALT attribute.

  • Text:

Written content should be created in its right measure without overloading the space. In this sense, it should be able to include keywords and convey the main ideas as well as the objectives set in the first phase of defining the structure. To be able to expand it it is possible to include buttons with links to “read more” in the case of posts or “download” for lead magnets. Also, do not forget that the way of writing also has to be in tune with the rest of your communications.

  • Unsubscribe or unsubscribe link:

When we make a submission we never want to lose subscribers. However, it is essential that all newsletters contain the option in a simple and convenient way, which in addition to being in line with the legislation brings confidence.

Analyze your results

If you have reached this point it means that your newsletter has been sent successfully and now it is time to analyze the results obtained. As we explained in the first part of this post, which you can consult in our blog, the definition of metrics, KPI’s and goals will help you to check if you have achieved the objectives set. The tool you use to launch the shipment provides you with some important data such as the number of recipients your email has reached, which will give you a response to the quality of your database, the number of people who opened the message and how many decided to click on the newsletter. It is also possible to check how many subscribers have decided to unsubscribe.

When doing this analysis, we will also be able to check which device -mobile, desktop or tablet- our readers use and find out if this conditions my strategy to act accordingly. This data, far from being insubstantial information, is key to check which messages attract the most attention, which content is better received and where people go once they click on any part of the content, which we will be able to use when planning the next shipments.


We have a present for you!

You’re ready to launch the strategy and organization of your B2B newsletter. And that’s not all. If you tell us your email in the comments of this post we will send you a totally free checklist for a perfect B2B newsletter.

Use technology to grow, monitor and refine business processes


Technology is increasingly connected with a good user experience, so the digital revolution has come to be necessary in everyone’s life. Adapt and how to live immersed in it? Know it in detail.

Digital transformation has become a necessity for businesses want to continue growing, companies with traditional models must adapt to new technologies to survive in an increasingly competitive market.

Due to the covid-19 pandemic companies have undergone a huge digital transformation, this health crisis has resulted in a revolution in the sector.


  1. Technologies for your company. 
  2. Advantages of investing in technology. 
  3. Phases for digital transformation. 
  4. How to grow thanks to technological implementation? 
  5. Advantages and disadvantages of digital transformation. 
  6. Essential technological tools in your company. 
  7. Some technological trends. 
  8. Digitalization in Spain. 
  9. Change in companies in recent years. 

1. Technologies for your company

There are many technologies that help companies relaunch their business and enter the digital world, here are some of the main ones:

  • Internet of things

This concept is based on the intelligence and independence of objects, that is everyday objects that surround us in our day to day connect with each other to improve the user experience. For example with custom messages.

  • Blockchain

Large data structures that are grouped into blocks, one of the best known structures are cryptocurrencies, thanks to this innovation companies can implement a new payment method.

  • Big Data

Thanks to Big Data companies can make decisions based on data, this type of information can serve the business to create patterns and profiles of their consumers.

  • Cloud computing

This system is used by many companies because it allows working in teams with shared information, speed, security and low cost are some of the advantages that you can benefit from.

  • Artificial intelligence

Voice recognition, machine learning or biometric applications are just some of the applications that artificial intelligence has, companies continue to innovate and looking for ways to apply it to their businesses and products.

  • Virtual reality

The recreation of scenes and scenarios is increasingly common and applicable to the business world, user experience is one of the key points that benefit from this factor.

  • Cybersecurity

The most important data at a global level are in the network, as well as data from companies of all kinds, it is necessary to protect this information from multiple threats.


In the period between 2019 and 2021, the implementation of this type of technology suffered a notable increase as we can see in the graph.

The adoption and adaptation of technologies to the company is increasingly developed resulting in more than 95% in internet of things or cloud computing.

2. Advantages of investing in technology

 Technology is increasingly important if you want your business to work, but in addition to being indispensable has great advantages that will make you decide to implement it, here are some examples:

  1. Training of employees.

Technological education is essential in your workers, so you can help your employees improve and with it, the progress of your company by developing tasks with better tools and results.

  1. Experience of the employee.

Once your professionals have the necessary knowledge to launch technological applications, they will gain in quality, flexibility and mental health, making the experience of working in the corporation pleasant.

  1. Customer experience.

This is one of the great advantages since technology provides positive elements to the user experience, this factor is one of the most beneficial as your customers will talk and return to you thanks to their positive perception.

  1. Access to innovative technology.

Technological applications provide facilities for companies and allow us to have access to new tools and information that we would not have been able to know before.

  1. Importance of DATA and security.

Data is the gold of the 21st century so having a good technological tool implemented will give you more cyber security, a must-have plus that your customers need with respect to their data.

3. Phases for digital transformation

 If you want to revolutionize your business through digital transformation, here are some steps you should start to project that transformation in the right way:

Step 1 – Manage the transformation.

Employees should be aware of the change that the company will experience, in addition, it may be necessary to hire companies or external workers to help us with this transformation.

Companies with expertise in technology or experience in digital transformation can be a relief when making this change.

Step 2 – Define the strategy.

Marketing automation will be essential in this step as it will help us automate projects or tasks and focus on more important elements to implement.

This means that we will have more time to analyze the objectives to be met and the strategy that will mark the whole business year.

Step 3 – Integrate technology.

To end the application of digital transformation it is important that all areas are connected and in this way, the combination of these will lead to the long-awaited digital transformation.

4. How to grow thanks to technology implementation?

It is clear that companies that are committed to technological innovation are the ones that experience the most growth, but how do we get this project going?

Below, we show you the steps to follow according to a study conducted by Accenture, to do this, you must take into account these three areas:

  1. Platform
  • How?: You can launch technological systems such as the cloud or artificial intelligence.
  • Why?: This type of technology makes the difference with other business competitors.
  • Where to start?: The first thing you need to do to use this platform is to migrate all your information, so it will be much easier for you to start working.
  1. Approach
  • How?: We must encourage innovation mainly.
  • Why: If the innovation budget is used solely to maintain the resources we already have, there will be no growth.
  • Where to start: Look for investments that are suitable for our company.
  1. Scope
  • How?: Drive technology in every department of your company.
  • Why?: For this, you can train your professionals in the technological field and in the long term you will see enormous benefits.
  • Where to start: Use technology to grow both your business and your product.

5. Advantages and disadvantages of digital transformation

As we have seen, digital transformation can help you grow and create a modern and innovative company. However, everything has its pros and cons, so here are the advantages and disadvantages that digital transformation could bring in your business:


6. Essential technological tools in your company

Task manager

Thanks to this type of tools it will be easier for you to organize the departments of your company and even, within this each will record the tasks that you must do, what you have done and what you are doing.

It is very useful to take control of your business, some of these tools are: Trello, Evernote, Hubspot, Asana or Clockify.

CRM customer management

This program allows the management of customer relations, as detailed in an article by HelloMrLead about CRM is a very useful tool that will help you avoid tedious tasks and optimize time.

Some of them are: Salesforce, Microsoft Dynamics CRM or PipeDrive.

Human resources management

Factorial is one of the best applications for human resources management, thanks to it you can see what days each employee has worked, how many hours and even who is on vacation.

Communication between workers

With the pandemic telematic communication is increasingly necessary, many employees work from home so one of the best applications for it is Slack.

Thanks to this tool you can communicate with all employees of the company, make a phone call and even create groups of departments to communicate with each other.

Zoom or Google Meet can also be a great choice for daily meetings.

Invoicing and business administration

For the economic management of the company you also have several tools that will make you the most bearable work, some that can help you are: Facturascloud, FacturaDirecta, BitFactura or Quipu.

Social media management

Nowadays social networks are one of the most important areas of the company, so it is important to have a presence on the web. To do this, there are some programs that will help you upload content such as: Metricool, Tweetdeck or Hootsuite.

7. Some technological trends

Technology always advances in favor of trends, so here we tell you some main where the customer, continues to be the epicenter of all strategy, some of them are:

  1. Autonomy

Most companies already have technology that provides the customer the possibility to solve their problems together with a virtual assistant or perform their management online without human.

  1. Hyperpersonalization.

Personalization has been the order of the day in recent years, but this is no longer enough, now it is necessary to anticipate the needs of consumers.

The main objective of businesses is to attract, highlight a product and retain the customer to make a purchase, but with technology is sought to be more effective every day.

  1. Omnichannel commitment.

The existence of the personal environment is necessary as the virtual environment, so they must connect and offer all possibilities to the consumer.

There are still customers who are reluctant to digital interaction so the company must also offer this possibility.

Like this option, younger people prefer the use of computers due to its speed, there is the need to live between both options.

  1. The data, the king of the company.

As we have explained before, Big Data is one of the most forward-looking technologies since information is power, once the company knows in depth its audience knows what it should offer and what needs.

8. Digitization in Spain

 According to the latest report of the Digital Economy and Society Index (DESI) carried out by the European Commission on the year 2020, Spain in recent years has been rising in the ranking of technological implementation.

It stands out above all in connectivity since it is in third place, however, human preparation is conspicuous by its absence since only 3.8% of professionals are considered ICT specialists.

The digitization of companies is another factor to improve since they rank 16th out of 27, the use of cloud computing, Big Data management or artificial intelligence are minority in most companies.

The DESI puts companies below the European average in terms of the use of eCommerce, 10% of Spanish companies have online channel compared to 12% of the European average.

The companies with the highest digitization belong to the information and communication sector, in the second place we find the hotel sector and finally the travel agencies.

Both SMEs and large and medium-sized enterprises enable the worker to have a device with internet access for business use.

Another factor that is implanted in companies is the Internet of Things (IoT) because it is not linked to a specific sector but adapts to most of them.

9. Change in companies in recent years

As we have seen, digitization is increasingly necessary if we want our company to be on the same level as the competition. Spain has a high percentage of digitization, but there is still a long way to go.

This is a difficult transformation to do if your company does not have any digitization, but it is worth it if you want to grow in your sector and position yourself as one of the most innovative businesses with respect to the competition.

The 2019 marked a before and after in the business world, tools that communicate to workers are increasingly needed; that automate easy tasks to do or have found on the internet an ally to grow.

For all these reasons, if your company does not yet have the necessary digitization it is important to get started, since there are multiple ways to take the step and implement the technology in your business.

If you are an SME that has not yet digitized your company get going and take the first steps towards technology that will change your life.

If instead, you are a medium or large company and already has the necessary technology, bet on innovation and you will see the positive results you get by positioning yourself in the market as one of the best businesses among the competition.

Do you want personalized advice on technological tools that empower your company? Contact us. 


How to attract new leads? Analyze your company and lead it to success.


Do you want to attract new leads to your company? Learn how to attract new leads through business analytics.



A. Business performance.

B. Sales targets.

C. Sales activities.



A. Consensus

B. Analytical talent

C. Data tools

D. Change management

I’m sure you think that the fast and efficient growth of a company is a myth, and you are partly right because, as in everything, hard work and perseverance are necessary.

But, if your company is a B2B and you want to grow faster, this article on business analytics is of interest to you.

Research conducted by McKinsey & Company has shown that thanks to business analytics implemented through technology in companies, they manage to grow 1.5% faster.


Statistics on data analysis in companies to attract new leads

But, this is not as easy as just betting on business analytics and starting to grow, there are numerous obstacles standing in the way.

The rise of B2C is cornering the B2B space, this means that companies with strong capabilities in eCommerce analytics have invaded B2B sectors.

According to this study conducted by McKinsey, 64% of B2B respondents agreed on the need to rely on business analytics for success.

For the implementation of this procedure in your corporation it is important to take into account several elements:

  • Identify company objectives.
  • Interpretation of the data.
  • Translation of that information into strategies.

Once the company identifies its objectives and focuses all its departments on achieving them, it is essential to interpret the data and apply these results to the product or service.

This is the importance of knowing data about our customers and their needs, since we can use this information to sell more effectively.

1. Data to measure to know your company and get leads.

To determine the objectives of the sales team it is very important to be clear about the actions we are going to perform, so we can divide the most relevant metrics for this department into three sections:

a. Business results

This type of metrics serves to check the state of the company, so we can evaluate the current state of the business in relation to the competition.

This element is responsible for showing what the organization is doing, checking its development by means of the following KPIs:

  • Revenue growth.
  • Market share.
  • Gross profit.
  • Customer satisfaction rating.

b. Sales targets

This element is very useful for employees as they can orient themselves and see where they should focus, for example, after determining a main objective the workers will do their best to improve in that area.

To compare this type of metrics we can look at the following KPIs:

  • Customer retention.
  • % of new customers.
  • No. of days of preparation of new salespeople.
  • % of target audience contacted.

c. Sales activities

This type of metrics is mainly focused on quantifying the activities of the workers, i.e. the daily tasks of the salespeople.

These are the only metrics that we can translate into employee effort, some of the KPIs we consult in this case are:

  • Number of sales made per worker.
  • % of employees using CRM.
  • % of account plans completed.
  • Accounts assigned per employee.
  • Number of employees assigned per manager.
  • Money spent on learning for each employee.

Do you need a personalized consultancy? Purchase our service by clicking here.

2. Profitability calculation

To be aware of the profitability of each employee it is important to take into account several data:

  • Turnover per employee.
  • Net turnover/number of employees.
  • Profit per employee.
  • Net profit/no. of employees.
  • Cost per employee.
  • Social cost of the year/no. of employees with salary.
  • Profit/cost ratio.
  • Divide the second element by the third.

Once we have this information we must compare the data and study the results, in this way, we will know the productivity of each employee and the advantages and disadvantages of each element.

Do you need a personalized consultancy? Purchase our service by clicking here.

3. Behaviors linked to success

a. Consensus

This is the first step for growth. Once we have decided to implement business analytics, we must agree among the teams what is the greatest business value and focus all efforts in those areas.

It is natural that not all business analytics tools will fit your business, so it is important to experiment until you find the right one to increase growth and reduce failures.

The early identification of problems can help the company not to suffer an irreparable fall, so the business analytics tool can encourage rapid and positive changes in different areas of the company.

 b. Analytical Talent      

It is natural for companies to look for the best workers, this will make the business grow, but which are the best analytical talents?

This sector is one of the most studied because thanks to the information obtained we can improve our company and meet the needs of consumers.

Scientists and engineers are 10 to 50 times more productive than business analytics workers, so it is important to consider them in the recruitment process.

The creation of a data department is of great importance in companies and must start with a leader in analytics, complemented by analytical scientists, engineers and translators.

c. Data tools

The implementation of tools, algorithms and data architecture will depend on the size and stage of your company.

If you are just starting up your data analysis tools, you will not yet have a lot of information and you will not have been able to implement many changes.

However, if you already have a tool implemented in your business, you will be able to visualize the errors to be solved, the elements to be encouraged and the objectives you want to achieve.

Today there are applications that help us to obtain a lot of information to make changes in our strategy or even set new goals, some of them are:

d. Change management

Once we have the analytics tool implemented we must give access to the sales teams so that they can adapt to the changes from the first moment.

This process should be a team effort by both the data department and the sales team, thanks to this relationship they will have information about customer needs.

When this relationship is established, the data department leaders should use the data obtained to model the thinking of the sales force.

Ultimately, once data tools are in place it is paramount that analysts focus on obtaining useful data for the business that can benefit them in creating new products, developing growth and solving problems.

The implementation of data tools will help you improve and get closer and closer to your customer, if you don’t have any of them yet, don’t hesitate to try them until you find the right one.

Do you already use this resource and are you getting good results? If you want to get good leads in your company or organization remember that we are experts in the field, contact us by clicking here and make your company grow.


Use innovation to relaunch your business


Innovation is a crucial part of maintaining or increasing the success of a company, so today we tell you how to be at the forefront of innovation.


  1. Why is innovation so important in your company?
  2. Innovation in the marketing world
  3. How to innovate?
  4. Trends in the marketing world.
  5. The implementation of an innovation manager.
  6. Profile and career opportunities of an innovation manager.
  7. Functions of an innovation manager.
  8. Sectors where it could be developed.
  9. Tools to apply innovation.
  10. How to promote innovation in your company.
  11. Types of innovation.
  12. A study on innovation.
  13. The future of innovation.

1. Why is innovation important in your company?

We are used to hearing that we must offer a different product, covering the interests of the consumer and through business innovation, but what does that element that is among the indispensable requirements of companies mean?

In addition to meeting the needs of customers, companies must try to improve step by step, if they establish a business strategy based on facts and with objectives achievable over time, they can implement innovation in their companies.

To achieve this strategy it is very important to know the business in depth and above all, its consumers.

There are a number of sectors in which it is necessary to know which are:

  • The company, the industry
  • The competition
  • Suppliers
  • The products
  • The demands to be met
  • What are the elements that can improve the company.
  • This innovation is very necessary, above all, to differentiate itself from the competition, when we launch a marketing strategy we hope that this has a positive development in the product or market.

To do this, we must have very clear our target audience and the positioning we want to achieve, so innovation is divided into 2 aspects:

  • Creative: birth of new ideas.
  • Implementation: transformation of the idea into a new product or service that meets the needs of consumers.

Once we activate the innovation process new ideas will emerge and we will be able to adapt them to the company’s products, to determine the strategic plan we must take into account both innovation and marketing.

A merger will give the product value so that consumers remain loyal to the company as it generates advantages over competition.

The term innovation encompasses so much information that it can be a huge challenge for the company. There is the idea that you need to create something very different to succeed. On the other hand, what is innovative is to cover a pending need with a product that performs the function well and is not on the market.

There lies the complicated, something that is not found in the market. Today we live surrounded by products and services, we believe that everything is invented and we can not think of anything.

We just need to make a merger between the marketing department and the department in charge of creating new products. This brainstorming can trigger great ideas and have very good results.

2. Innovation in the world of marketing

When thinking about the world of marketing we tend to be inclined to sell the product, but is that innovation? It is the first time it is launched, but there is much beyond.

For this you must consider how essential it is to take into account the 4 p s of marketing:

  • Product.
  • Price.
  • Distribution (place).
  • Advertising.

3. How to innovate?

Now that we know the 4 p’s of marketing, we can also find several types of innovation such as:

  • In vertical marketing

Changes in the product can be varied:

  • Size.
  • Container.
  • Design.
  • Development of complementary services.


  • In side marketing

This type of innovation occurs in the creation of new products that meet needs and meet objectives.

  • Search for new markets.
  • Development of new products.
  • Marketing apps mix.

4. Trends in the marketing world

The digital revolution experienced in the world thanks to the pandemic has left a dent in companies. Businesses have realized the importance of digital visibility and have set to work.

Some elements that initiated its digital visibility are:

  • Metaverse

With Zuckerberg’s announcement of the new metaverse companies must be on the lookout as it is not known how their marketing strategies will be implemented.

  • No to cookies

The implementation of new legal measures to protect the user is already a reality. The 2022 has been marked by first party data, data first hand, this will not be a problem for Google or Facebook that will surely look for an alternative.

  • Quality vs quantity

The core web update has led Google to bet on the quality of content, in 2022 Google continued to improve in each search intention and offering the best results.

  • Conversational marketing

Chatbots have a key role in all e-commerce, security and accompaniment at the end of the process will play these elements.

  • Video marketing

The positioning of videos was developed as it is the most consumed multimedia element, so today it is a fundamental tool of digital communication.

  • Automation no code

The tools that help marketers develop their work with ease will have broad growth because with artificial intelligence, they will be more intuitive and sophisticated every day.

  • Integration of experience in social networks

This element is already indispensable this year but every year gains momentum, online stores will gain even more prominence in social networks such as Instagram, Facebook or Pinterest.


5. The implementation of an innovation manager

This figure is not yet implemented in companies as it involves an investment and most prefer to obtain good results from their respective departments.

But if you decide to hire an innovation manager you will see that it is a person with leadership skills, creative skills and very good change management.

This employee will be able to guide departments towards business change and transform problems into opportunities.

Curiosity, creativity or open-mindedness are just some of the characteristics that this figure will have.

As a person who helps to find innovative elements, he must have a global vision of the market, the company and the competition. You must know these three areas in depth.  

His field of work is usually related to the marketing department or ICT.

6. Profile and career prospects of an innovation manager

The director or manager of innovation has a very specific profile which needs university training (bachelor or engineering) with specialized MBA and experience of 5 years in relation to innovation.

In addition, you should be interested in a global and strategic vision, know how to deal with multidisciplinary teams, good communication and customer-oriented business objectives.

7. Functions of an innovation manager

  • Development of innovation activities.

Encourage other departments to work together with a vision for innovation.

  • Design and execution of the company’s innovation projects.

With the implementation of these projects, profitability and technology will be sought as a differentiating element.

  • Systematization of the innovation process.

Define policies to achieve the marked strategy.

  • Make strategic decisions related to innovation.

Coordination of areas by improving processes, products or services that have greater competitiveness in the market.

Sectors where it could develop

  • Commercial and sales
  • Human resources.
  • Banking, accounting and finance.
  • Fashion, retail and large distribution.
  • Right.
  • Automotive.
  • Computer science.
  • Marketing.
  • Transportation.
  • Engineering and technology.
  • Feeding.
  • Health.
  • Real estate sector.
  • Tourism.

9. Tools for applying innovation

We can use different tools for the process of innovation and development of ideas, these tools aim to improve collaboration between departments of a company and so, promote brainstorming to help manage product or service development.

To set this process in motion it is very important that you keep in mind the overall purpose of the company and the audience you want to target with this innovation.

10. There are a number of steps to implement business innovation:

1. Analysis of the competition.

If we carry out a thorough analysis of our direct competition we will be able to identify what preferences the consumer has and why that company covers them better than us. In addition, we will be able to obtain numerous ideas and develop them in our business.

2. Internal analysis.

If we analyze the competition, it is obvious that our company also needs an investigation about what goes wrong, well and what needs to be improved. It is important to align company objectives with business innovation.

3. Creativity.

To encourage creativity, the marketing team will be able to perform different actions and thus create a working environment that favors the creation of new products.

4. Team.

We must determine a specific department for the development of business innovation, the members must be people with much experience to know the disadvantages and advantages of the company, in addition to the procedure to resolve conflicts.

5. Idea design.

This is where creativity comes in. The moment to think and brainstorm together, analyze what could change the product whether it provides advantages or not to the company.

On the basis of the analyses carried out we will know in depth our problems and our audience to obtain better results.


11. Types of innovation

There are different types of innovation depending on the area in which your company is engaged and the objective you have marked as they are:

  • Technological innovation.

This type of innovation is the one we have heard the most, technological advances are the order of the day.

  • Organizational innovation.

The structure of the company is essential to obtain good results, if we experience a business restructuring we can obtain good results.

  • Commercial innovation.

In this section is where marketing comes in, the way to publicize the product, here is the point at which the consumer will decide to buy it or not.

Therefore, it is very important to allocate more spending to commercial innovation because we will get good results from buying products or services.

12. A study on innovation

The National Statistics Institute frequently publishes studies on companies and their innovation processes so here are some figures from previous years so you can show it.

Spending was 3.8% more than the previous year with an amount of 19,390 million euros, innovation in companies remains quite low since only 20.8% can be called “innovative”.

Madrid, Catalonia and the Basque Country lead the communities with the most innovation, engineering, design, marketing, intellectual property or software development are just some of the sectors in which more innovation has been experienced.


Internal R&D is another of the sectors in which more investment is made, whereas, as we see in the table, external R&D is the area with the least expenditure.

The distribution of expenditure for innovative activities was mainly for motor vehicles, R&D and programming services, consultancy and computer activities.


13. The future of innovation

The technological development experienced during the break in April 2019 is having its effects on today’s reality.

The digitization of the business sector and innovation go hand in hand with the creation of leading companies, most companies claim to be experiencing changes at the creative level.

To develop this innovation in the sector is very important to have the best employees, workers are the key element to encourage innovation in the company.

There are three points to develop to continue growing along the path of innovation which are:

  •         Business technology.
  •         Reinvention.
  •         Sustainability.

As you can see, the pandemic has taken a 360º turn for the business sector and it must adapt to the new changes. Digitization, new tools and innovative ideas are the day to day of the market.

Have you already implemented the innovation process in your company? Do you need personalized help to implement it? Contact us.