title: "Lead Scoring: Guía completa para calificar y priorizar leads | Hayas Marketing" description: "Implementa lead scoring en tu CRM: modelos de calificación, criterios demográficos y de comportamiento para priorizar leads con mayor potencial." canonical: "https://www.hayasmarketing.com/es/blog/lead-scoring-calificacion-leads" published_at: "2024-12-17"
En el Marketing Digital, la calificación de leads es la técnica que usamos para identificar la idoneidad e importancia que tiene un contacto para nuestra empresa. Su objetivo es identificar las mejores oportunidades y ofrecernos un sistema de prioridades.
Cuando manejamos pocas oportunidades de negocio este proceso se hace de forma intuitiva y manual. Sin embargo, cuando ya manejamos cierto volumen necesitamos un sistema automático que nos ayude a establecer criterios de priorización y técnicas para optimizar el proceso.
Prioriza leads y oportunidades según criterios de negocio e idoneidad del prospect.
Captura tanto primera venta como renovaciones, cross-selling y up-selling.
Datos vitales para actividades de marketing personalizado y acciones comerciales.
Obtén más datos para segmentar tu base de datos y asignar propiedades según comportamiento.
Para automatizar la calificación de leads y optimizar nuestro proceso de ventas existen dos herramientas fundamentales: La matriz de calificación de leads y el sistema de Lead Scoring.
La definición de los Buyer Persona y los perfiles de cliente ideal nos llevará al siguiente paso: Crear una matriz de calificación de leads que nos permita identificar y ordenar las oportunidades según criterios de negocio e idoneidad.
Es un documento (Word o Excel) donde listamos criterios prioritarios para nuestro negocio (campos de nuestro CRM) y les asignamos puntuaciones según los clasifiquemos como:
ALTO potencial
MEDIO potencial
BAJO potencial
Al obtener los datos de estas variables en tu CRM, automáticamente calificarás a los potenciales clientes con una puntuación. Ordenando la lista por scoring, tendrás tus leads priorizados automáticamente.
A continuación te mostramos un ejemplo práctico de cómo estructurar una matriz de calificación para una empresa de servicios de localización y traducción:
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data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="286" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="span" data-component-content="%7B%22text%22%3A%22USA%22%2C%22className%22%3A%22font-semibold%20text-purple-700%20dark%3Atext-purple-300%22%7D">USA</span></td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:288:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="288" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22United%20Kingdom%2C%20Ireland%2C%20Germany%2C%20Switzerland%2C%20South%20Korea%22%2C%22className%22%3A%22text-center%20text-sm%20border-r%20border-border%2F30%22%7D">United Kingdom, Ireland, Germany, Switzerland, South Korea</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:291:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="291" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Spain%2C%20China%2C%20France%22%2C%22className%22%3A%22text-center%20text-sm%22%7D">Spain, China, France</td></tr><tr data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:296:18" data-lov-name="TableRow" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="296" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableRow" data-component-content="%7B%22className%22%3A%22border-b%20border-border%2F30%22%7D"><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:297:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="297" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Number%20of%20Languages%22%2C%22className%22%3A%22font-medium%20border-r%20border-border%2F30%20bg-muted%2F20%22%7D">Number of Languages</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:300:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="300" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22className%22%3A%22text-center%20bg-purple-50%20dark%3Abg-purple-950%2F20%20border-r%20border-border%2F30%22%7D"><span data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:301:22" data-lov-name="span" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="301" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="span" data-component-content="%7B%22text%22%3A%22%3E9%20languages%22%2C%22className%22%3A%22font-semibold%20text-purple-700%20dark%3Atext-purple-300%22%7D">>9 languages</span></td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:303:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="303" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%225%20to%209%20languages%22%2C%22className%22%3A%22text-center%20text-sm%20border-r%20border-border%2F30%22%7D">5 to 9 languages</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:306:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="306" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Less%20than%205%20languages%22%2C%22className%22%3A%22text-center%20text-sm%22%7D">Less than 5 languages</td></tr><tr data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:311:18" data-lov-name="TableRow" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="311" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableRow" data-component-content="%7B%22className%22%3A%22border-b%20border-border%2F30%22%7D"><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:312:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="312" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Buyer%20Persona%22%2C%22className%22%3A%22font-medium%20border-r%20border-border%2F30%20bg-muted%2F20%22%7D">Buyer Persona</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:315:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="315" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22className%22%3A%22text-center%20bg-purple-50%20dark%3Abg-purple-950%2F20%20border-r%20border-border%2F30%20text-sm%22%7D"><span data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:316:22" data-lov-name="span" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="316" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="span" data-component-content="%7B%22text%22%3A%22Localization%20manager%2C%20CEO%20and%20Founder%2C%20Procurement%22%2C%22className%22%3A%22font-semibold%20text-purple-700%20dark%3Atext-purple-300%22%7D">Localization manager, CEO and Founder, Procurement</span></td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:320:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="320" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Marketing%20and%20Content%20Managers%2C%20Technical%20and%20Writing%20Support%2C%20Asset%20and%20Ecommerce%20managers%2C%20Product%20Managers%22%2C%22className%22%3A%22text-center%20text-sm%20border-r%20border-border%2F30%22%7D">Marketing and Content Managers, Technical and Writing Support, Asset and Ecommerce managers, Product Managers</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:323:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="323" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Technical%20and%20Writing%20support%22%2C%22className%22%3A%22text-center%20text-sm%22%7D">Technical and Writing support</td></tr><tr data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:328:18" data-lov-name="TableRow" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="328" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableRow" data-component-content="%7B%22className%22%3A%22border-b%20border-border%2F30%22%7D"><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:329:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="329" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Company%20Annual%20Budget%22%2C%22className%22%3A%22font-medium%20border-r%20border-border%2F30%20bg-muted%2F20%22%7D">Company Annual Budget</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:332:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="332" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22className%22%3A%22text-center%20bg-purple-50%20dark%3Abg-purple-950%2F20%20border-r%20border-border%2F30%22%7D"><span data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:333:22" data-lov-name="span" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="333" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="span" data-component-content="%7B%22text%22%3A%22150k-500k%22%2C%22className%22%3A%22font-semibold%20text-purple-700%20dark%3Atext-purple-300%22%7D">150k-500k</span></td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:335:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="335" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%2250k-150k%22%2C%22className%22%3A%22text-center%20text-sm%20border-r%20border-border%2F30%22%7D">50k-150k</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:338:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="338" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%220-50k%20%3E500K%22%2C%22className%22%3A%22text-center%20text-sm%22%7D">0-50k<br data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:339:27" data-lov-name="br" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="339" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="br" data-component-content="%7B%7D">>500K</td></tr><tr data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:343:18" data-lov-name="TableRow" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="343" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableRow" data-component-content="%7B%7D"><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:344:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="344" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Technology%20or%20Localization%20program%22%2C%22className%22%3A%22font-medium%20border-r%20border-border%2F30%20bg-muted%2F20%22%7D">Technology or Localization program</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:347:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="347" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22className%22%3A%22text-center%20bg-purple-50%20dark%3Abg-purple-950%2F20%20border-r%20border-border%2F30%22%7D"><span data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:348:22" data-lov-name="span" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="348" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="span" data-component-content="%7B%22text%22%3A%22Smartling%2C%20Memsource%22%2C%22className%22%3A%22font-semibold%20text-purple-700%20dark%3Atext-purple-300%22%7D">Smartling, Memsource</span></td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:350:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="350" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22Crowdin%2C%20XTM%2C%20Smartcat%22%2C%22className%22%3A%22text-center%20text-sm%20border-r%20border-border%2F30%22%7D">Crowdin, XTM, Smartcat</td><td data-lov-id="src/pages/BlogLeadScoringCalificacionLeads.tsx:353:20" data-lov-name="TableCell" data-component-path="src/pages/BlogLeadScoringCalificacionLeads.tsx" data-component-line="353" data-component-file="BlogLeadScoringCalificacionLeads.tsx" data-component-name="TableCell" data-component-content="%7B%22text%22%3A%22no%20TMS%2C%20SDL%2C%20Poedit%22%2C%22className%22%3A%22text-center%20text-sm%22%7D">no TMS, SDL, Poedit</td></tr></tbody></table>
Para cada lead, asigna puntuaciones según dónde encaje en cada categoría:
HIGH = 100 pts
MEDIUM = 50 pts
LOW = 25 pts
La suma total de puntos te dará la prioridad del lead: >400 pts = Alta prioridad, 200-400 pts = Media prioridad, <200 pts = Baja prioridad.
La técnica de Lead Scoring nos ayuda a disponer de información acerca del nivel de interés de los leads.
Consiste en asignar puntos a cada usuario que interactúa con nuestro sitio web, campañas digitales y/o que cumple criterios específicos de negocio. La suma total determina la prioridad del lead.
💡 Nota importante
Si usas HubSpot, necesitarás una licencia PRO o ENTERPRISE de Sales para acceder a este tipo de Lead Scoring.
Otra aplicación del Lead Scoring es asignar puntos al comportamiento de los contactos en tu base de datos o CRM:
Tus contactos van alcanzando mayor scoring de forma paulatina y automática según se interesen por contenidos específicos o interactúen con tus campañas.
Licencia PRO o ENTERPRISE de Marketing para Lead Scoring completo
Premium
• Brevo (ex Sendinblue)
• Clientify
• Zoho CRM
• GetResponse
Económico
Automatización Avanzada
Configuramos workflows automatizados que evalúan tus contactos en tiempo real, combinan datos de múltiples fuentes y crean scoring dinámico basado en comportamiento web y criterios de negocio. Todo integrado con tu CRM existente.
Recopilación automática de datos de contactos y empresas
Fusión inteligente de información de múltiples fuentes
Scoring automático basado en tu matriz personalizada
Exportación e integración con hojas de cálculo
Actualización continua de contactos en tu CRM
1
Obtener contactos
2
Combinar información
3
Aplicar Lead Scoring
4
Actualizar CRM
1757 leads procesados automáticamente
Un sistema de lead scoring bien implementado puede aumentar significativamente la eficiencia de tu equipo comercial y mejorar las tasas de conversión. Comienza definiendo tu matriz de calificación y ajusta los criterios según los resultados obtenidos.
Resolvemos las dudas más comunes sobre este tema