{"id":121,"date":"2025-03-27T20:53:26","date_gmt":"2025-03-27T20:53:26","guid":{"rendered":"https:\/\/hub.octo360.agency\/?post_type=success_stories&#038;p=121"},"modified":"2026-01-17T23:46:58","modified_gmt":"2026-01-17T23:46:58","slug":"de-los-eventos-al-compromiso-como-mapon-convirtio-la-asistencia-en-datos-de-crm-procesables","status":"publish","type":"success_stories","link":"https:\/\/hub.octo360.agency\/es\/success_stories\/from-events-to-engagement-how-mapon-turned-attendance-into-actionable-crm-data\/","title":{"rendered":"De los eventos al compromiso: C\u00f3mo Mapon convirti\u00f3 la asistencia en datos CRM procesables"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"121\" class=\"elementor elementor-121\" data-elementor-post-type=\"success_stories\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9878b29 e-flex e-con-boxed e-con e-parent\" data-id=\"9878b29\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5794c19 elementor-widget elementor-widget-text-editor\" data-id=\"5794c19\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Cliente:<\/strong> Mapon (B2B SaaS - Gesti\u00f3n de flotas y soluciones GPS)<\/p>\n<p><strong>Cargo:<\/strong> Blanca Garau, Directora de Marketing<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c5c6c5 elementor-widget elementor-widget-image\" data-id=\"5c5c6c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"939\" src=\"https:\/\/hub.octo360.agency\/wp-content\/uploads\/2025\/03\/Sucess-Stories-Image_From-Events-to-Engagement-scaled.webp\" class=\"attachment-full size-full wp-image-3178\" alt=\"Agencia Mapon - CRM Hubspot\" srcset=\"https:\/\/hub.octo360.agency\/wp-content\/uploads\/2025\/03\/Sucess-Stories-Image_From-Events-to-Engagement-scaled.webp 1920w, https:\/\/hub.octo360.agency\/wp-content\/uploads\/2025\/03\/Sucess-Stories-Image_From-Events-to-Engagement-300x147.webp 300w, https:\/\/hub.octo360.agency\/wp-content\/uploads\/2025\/03\/Sucess-Stories-Image_From-Events-to-Engagement-1024x501.webp 1024w, https:\/\/hub.octo360.agency\/wp-content\/uploads\/2025\/03\/Sucess-Stories-Image_From-Events-to-Engagement-768x375.webp 768w, https:\/\/hub.octo360.agency\/wp-content\/uploads\/2025\/03\/Sucess-Stories-Image_From-Events-to-Engagement-1536x751.webp 1536w, https:\/\/hub.octo360.agency\/wp-content\/uploads\/2025\/03\/Sucess-Stories-Image_From-Events-to-Engagement-18x9.webp 18w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44180db6 elementor-widget elementor-widget-text-editor\" data-id=\"44180db6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t\n<h2>Breve introducci\u00f3n:<\/h2>\n<p class=\"wp-block-paragraph\">\u00a0A medida que Mapon segu\u00eda expandi\u00e9ndose por los mercados europeos, las ferias del sector y las exposiciones de log\u00edstica se convirtieron en un canal clave para captar a los operadores de flotas y a los l\u00edderes del transporte. El reto no consist\u00eda simplemente en presentarse, sino en convertir la participaci\u00f3n en los eventos en clientes potenciales cualificados y en un impacto medible en las oportunidades de negocio. Con m\u00faltiples eventos por trimestre, el equipo necesitaba una forma de planificar, realizar un seguimiento y sacar provecho de cada interacci\u00f3n.<\/p>\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n<h2>El problema:<\/h2>\n<p><span style=\"font-weight: 400;\">\u00a0Antes de HubSpot, los contactos de los eventos se gestionaban mediante hojas de c\u00e1lculo ad hoc y listas de contactos importadas manualmente. El seguimiento de la asistencia era poco fiable y no exist\u00eda una forma unificada de vincular la participaci\u00f3n en los eventos con los resultados de ventas. El departamento de marketing no pod\u00eda informar f\u00e1cilmente sobre los eventos que generaban m\u00e1s clientes potenciales o acuerdos reales. Las campa\u00f1as de seguimiento por correo electr\u00f3nico eran gen\u00e9ricas y a menudo se enviaban demasiado tarde para mantener el impulso. Mapon necesitaba un sistema estructurado que pudiera conectar los eventos, los datos de CRM y los ingresos futuros.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6905f594 e-con-full e-flex e-con e-child\" data-id=\"6905f594\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6302c992 elementor-widget elementor-widget-heading\" data-id=\"6302c992\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Descubre lo que es posible con un CRM m\u00e1s inteligente. Obt\u00e9n una Auditor\u00eda de HubSpot gratuita<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56079179 elementor-widget elementor-widget-text-editor\" data-id=\"56079179\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>\u00bfNo est\u00e1s seguro de si tu configuraci\u00f3n actual est\u00e1 ayudando o perjudicando tu crecimiento? Solicita una auditor\u00eda de CRM gratuita e identificaremos carencias, mejoras r\u00e1pidas y \u00e1reas a optimizar.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-709d00f6 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"709d00f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Solicita tu Auditor\u00eda Gratuita<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-285a731 e-flex e-con-boxed e-con e-parent\" data-id=\"285a731\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-62f5c34 elementor-widget elementor-widget-text-editor\" data-id=\"62f5c34\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n<h2>La Soluci\u00f3n:<\/h2>\n<p><span style=\"font-weight: 400;\">\u00a0HUB.OCTO360 ayud\u00f3 a Mapon a dise\u00f1ar e implantar un completo <\/span><b>seguimiento de eventos y captaci\u00f3n de clientes potenciales<\/b><span style=\"font-weight: 400;\"> dentro de HubSpot. As\u00ed es como funcion\u00f3:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creaci\u00f3n de un objeto \"Evento\" personalizado en HubSpot para registrar cada feria o exposici\u00f3n con fecha, lugar y tipo de evento.<\/span><span style=\"font-weight: 400;\"><br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creaci\u00f3n de formularios de registro automatizados y p\u00e1ginas de destino conectadas al CRM<\/span><span style=\"font-weight: 400;\"><br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Desarroll\u00f3 un sistema de registro en el stand mediante tabletas con formularios precargados, creando o actualizando instant\u00e1neamente registros de contactos.<\/span><span style=\"font-weight: 400;\"><br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Categorizaci\u00f3n de clientes potenciales en tiempo real mediante propiedades personalizadas (por ejemplo, tama\u00f1o de la flota, funci\u00f3n decisoria, inter\u00e9s por el producto).<\/span><span style=\"font-weight: 400;\"><br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vinculaci\u00f3n de contactos a registros de eventos espec\u00edficos y establecimiento del estado de asistencia (registrado, asistido, no presentado)<\/span><span style=\"font-weight: 400;\"><br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dise\u00f1o automatizado <\/span><b>secuencias de nutrici\u00f3n por correo electr\u00f3nico<\/b><span style=\"font-weight: 400;\"> en funci\u00f3n de la participaci\u00f3n en el acto y del inter\u00e9s manifestado<\/span><span style=\"font-weight: 400;\"><br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creaci\u00f3n de un cuadro de mandos que muestra cu\u00e1ntos clientes potenciales de eventos han pasado a la cartera de proyectos, desglosados por tipo de evento y ubicaci\u00f3n.<br \/><\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h2>Los resultados:<\/h2>\n<p><span style=\"font-weight: 400;\">\u00a0El siguiente evento de Mapon, una cumbre tecnol\u00f3gica sobre log\u00edstica celebrada en Berl\u00edn, fue el primero en utilizar el nuevo sistema. Captaron 312 contactos cualificados directamente en HubSpot, 78 de los cuales se convirtieron en oportunidades de venta en 30 d\u00edas. El seguimiento de la asistencia permiti\u00f3 al equipo enviar campa\u00f1as de seguimiento segmentadas, que dieron como resultado una tasa de apertura de 62% y una tasa de respuesta de 28%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El panel de control posterior al evento mostraba claramente qu\u00e9 eventos generaban ROI y qu\u00e9 perfiles de comprador estaban m\u00e1s implicados. El departamento de marketing utiliza ahora esta informaci\u00f3n para priorizar los eventos y adaptar los mensajes en funci\u00f3n de los resultados. <\/span><i><span style=\"font-weight: 400;\">en la caseta<\/span><\/i><span style=\"font-weight: 400;\">no s\u00f3lo despu\u00e9s.<\/span><\/p>\n<p><b>Los eventos han pasado de ser \"un detalle\" a ser impulsores de canalizaciones, gracias a la automatizaci\u00f3n de CRM.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3941463a e-con-full e-flex e-con e-child\" data-id=\"3941463a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7dd8f382 elementor-widget elementor-widget-heading\" data-id=\"7dd8f382\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Hablemos de estrategia<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3115e61d elementor-widget elementor-widget-text-editor\" data-id=\"3115e61d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Somos una agencia de implementaci\u00f3n de HubSpot, una agencia de automatizaci\u00f3n y una consultora; certificados, con experiencia y centrados en los resultados. \u00danete a las empresas que conf\u00edan en HUB.OCTO360 para impulsar el \u00e9xito de su CRM.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76f70ea4 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"76f70ea4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Habla con nosotros<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"featured_media":3178,"template":"","categories":[14],"class_list":["post-121","success_stories","type-success_stories","status-publish","has-post-thumbnail","hentry","category-marketing-automations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From Events to Engagement: How Mapon Turned Attendance into Actionable CRM Data - HUB.OCTO360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hub.octo360.agency\/es\/historias_de_exito\/de-los-eventos-al-compromiso-como-mapon-convirtio-la-asistencia-en-datos-de-crm-procesables\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Events to Engagement: How Mapon Turned Attendance into Actionable CRM Data - HUB.OCTO360\" \/>\n<meta property=\"og:description\" content=\"Client: Mapon (B2B SaaS \u2013 Fleet Management &amp; GPS Solutions) Role: Blanca Garau, Marketing Manager Quick Intro: \u00a0As Mapon continued expanding across European markets, industry trade shows and logistics expos became a key channel for engaging fleet operators and transportation leaders. 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