{"id":242903,"date":"2026-01-29T10:48:08","date_gmt":"2026-01-29T16:48:08","guid":{"rendered":"https:\/\/infosol.com.mx\/wordpress\/?p=242903"},"modified":"2026-02-17T11:34:08","modified_gmt":"2026-02-17T17:34:08","slug":"compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b","status":"publish","type":"post","link":"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/","title":{"rendered":"Compradores en micromomentos, una nueva l\u00f3gica de segmentaci\u00f3n en marketing B2B"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00bb1&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb||0px||false|false\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_text _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]<\/p>\n<p>Por mucho tiempo, el\u00a0<a href=\"https:\/\/infosol.com.mx\/wordpress\/marketing-de-contenidos-b2b-de-la-narrativa-a-la-conversion\/\" target=\"_blank\" rel=\"noopener\">marketing B2B\u00a0<\/a>ha sostenido sus estrategias en la\u00a0<strong>segmentaci\u00f3n<\/strong>\u00a0por industria, tama\u00f1o de empresa o vertical de negocio. Esta l\u00f3gica asume que los compradores corporativos son\u00a0<strong>\u201caudiencias masivas\u201d\u00a0<\/strong>que consumen campa\u00f1as de forma homog\u00e9nea y reaccionan de manera uniforme a los mismos mensajes.<\/p>\n<p>Sin embargo, la realidad digital, la complejidad del proceso de compra actual y el comportamiento del comprador organizacional <strong>han destrozado esta premisa.<\/strong><\/p>\n<p>Hoy, somos m\u00e1s conscientes de que quienes compran soluciones B2B no est\u00e1n simplemente consumiendo contenido, <strong>est\u00e1n resolviendo problemas concretos<\/strong>, comparando opciones, validando riesgos, justificando inversiones y tratando de evitar errores que podr\u00edan costar reputaci\u00f3n y capital.<\/p>\n<p>El reto es entender las<strong>\u00a0necesidades y motivaciones<\/strong>\u00a0de las personas que toman las decisiones de compra para hacer una <strong>segmentaci\u00f3n de\u00a0marketing<\/strong> m\u00e1s afectiva.<\/p>\n<p>Y es que segmentar nos ayuda a <strong>ordenar nuestro mercado<\/strong>, pero tambi\u00e9n nos permite entregar valor y relevancia, y conectar con el prop\u00f3sito real del comprador.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; disabled_on=\u00bboff|off|off\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bbrgba(168,30,100,0.31)\u00bb background_enable_image=\u00bboff\u00bb background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_horizontal_offset=\u00bb0%\u00bb custom_margin=\u00bb25px||50px||false|false\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb border_radii=\u00bbon|25px|25px|25px|25px\u00bb border_width_all=\u00bb2px\u00bb border_color_all=\u00bb#0595a8&#8243; box_shadow_style=\u00bbpreset4&#8243; box_shadow_horizontal=\u00bb0px\u00bb box_shadow_color=\u00bb#081116&#8243; locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb background_enable_color=\u00bboff\u00bb custom_margin=\u00bb0px||0px||true|false\u00bb custom_padding=\u00bb5px||5px||true|false\u00bb border_radii=\u00bbon|25px|25px|25px|25px\u00bb border_style_all=\u00bbnone\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_text content_tablet=\u00bb<\/p>\n<h5><strong>Recuerda: RP NO es lo mismo que publicidad ni marketing<\/strong><\/h5>\n<h6>Ten en cuenta que <strong>las relaciones p\u00fablicas no buscan vender directamente<\/strong>, sino <strong>influir en la percepci\u00f3n<\/strong>, construir reputaci\u00f3n, generar conversaci\u00f3n org\u00e1nica y conectar a la marca con sus audiencias mediante terceros: medios, l\u00edderes de opini\u00f3n, comunidades o alianzas estrat\u00e9gicas. Esa es la diferencia clave que ver\u00e1s reflejada en cada caso a continuaci\u00f3n.<\/h6>\n<p>\u00bb content_phone=\u00bb<\/p>\n<h5><strong>\u00bfSab\u00edas que\u2026?<\/strong><\/h5>\n<h6>El 80 por ciento de las empresas B2B que aplican segmentaci\u00f3n de mercado reportan un incremento en sus ventas, seg\u00fan un estudio de LinkedIn, lo que nos deja en claro que segmentar s\u00ed funciona, pero segmentar mejor es lo que hoy puede marcar la diferencia.<\/h6>\n<p>\u00bb content_last_edited=\u00bbon|desktop\u00bb _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb text_font=\u00bbOswald|300|||||||\u00bb text_text_color=\u00bb#FFFFFF\u00bb text_font_size=\u00bb18px\u00bb ul_font=\u00bbEditorialNew-Light|300|||||||\u00bb ul_text_color=\u00bb#000000&#8243; ul_font_size=\u00bb1.25rem\u00bb ul_line_height=\u00bb1.6em\u00bb header_5_font=\u00bb|||on|||||\u00bb header_5_text_color=\u00bb#081116&#8243; header_5_font_size=\u00bb1.4rem\u00bb header_6_font=\u00bbEditorialNew-Light||||||||\u00bb header_6_text_color=\u00bb#081116&#8243; header_6_font_size=\u00bb1.3rem\u00bb header_6_line_height=\u00bb1.3em\u00bb background_enable_color=\u00bboff\u00bb background_image=\u00bbhttps:\/\/infosol.com.mx\/wordpress\/wp-content\/uploads\/sabias-que_.webp\u00bb background_size=\u00bbcustom\u00bb background_image_width=\u00bb12%\u00bb background_position=\u00bbtop_right\u00bb background_horizontal_offset=\u00bb4%\u00bb background_vertical_offset=\u00bb40%\u00bb custom_padding=\u00bb25px|200px|20px|50px|false|false\u00bb custom_padding_tablet=\u00bb25px|200px|20px|50px|false|false\u00bb custom_padding_phone=\u00bb60px|25px|10px|25px|false|true\u00bb custom_padding_last_edited=\u00bbon|phone\u00bb background_last_edited=\u00bbon|phone\u00bb background_image_width_phone=\u00bb27%\u00bb background_horizontal_offset_phone=\u00bb5%\u00bb background_vertical_offset_phone=\u00bb1%\u00bb custom_css_main_element=\u00bbul {margin-top:25px;}\u00bb border_radii=\u00bbon|20px|20px|20px|20px\u00bb box_shadow_style=\u00bbpreset3&#8243; box_shadow_color=\u00bbrgba(0,0,0,0.15)\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb custom_css_main_element_last_edited=\u00bbon|phone\u00bb custom_css_main_element_phone=\u00bbbackground-position: right 4% top 0% !important;\u00bb custom_css_main_element_tablet=\u00bbul {margin-top:25px;}\u00bb theme_builder_area=\u00bbpost_content\u00bb]<\/p>\n<h5><strong>\u00bfSab\u00edas que\u2026?<\/strong><\/h5>\n<h6>El 80 por ciento de las empresas B2B\u00a0que aplican segmentaci\u00f3n de mercado reportan un incremento en sus ventas, seg\u00fan un estudio de LinkedIn, lo que nos deja en claro que segmentar s\u00ed funciona, pero\u00a0segmentar mejor es lo que hoy puede marcar la diferencia.<\/h6>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||false|false\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_text _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]<\/p>\n<p>Por ello, es fundamental avanzar hacia una nueva segmentaci\u00f3n del comprador B2B, un modelo basado en personas que tienen necesidades espec\u00edficas y contextuales, algo que yo llamar\u00eda\u00a0<strong>\u201cmicromomentos\u201d.\u00a0\u00a0<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<span class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice de Contenidos<\/span>\n<label for=\"ez-toc-cssicon-toggle-item-69ebade55fdf1\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #081116;color:#081116\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #081116;color:#081116\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69ebade55fdf1\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/#En_marketing_B2B_las_decisiones_de_compra_se_toman_en_micromomentos\" >En marketing B2B, las decisiones de compra se toman en micromomentos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/#Cuatro_dimensiones_que_reescriben_la_segmentacion_en_marketing_B2B\" >Cuatro dimensiones que reescriben la segmentaci\u00f3n en marketing B2B<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/#1_Urgencia\" >1. Urgencia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/#2_Probabilidad_de_compra\" >2. Probabilidad de compra<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/#3_Contexto_operativo\" >3. Contexto operativo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/#4_Presion_competitiva\" >4. Presi\u00f3n competitiva<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"En_marketing_B2B_las_decisiones_de_compra_se_toman_en_micromomentos\"><\/span>En marketing B2B, las decisiones de compra se toman en micromomentos<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Es bien cierto que, aunque las marcas B2B vendan a organizaciones, las <strong>decisiones de compra\u00a0las toman personas<\/strong>, mismas que viven presiones internas, sesgos cognitivos, restricciones de tiempo y prioridades cambiantes.<\/p>\n<p>Cada comprador \u2014aunque tenga el mismo cargo que otros\u2014 se mueve dentro de su propio flujo de trabajo, con su nivel \u00fanico de urgencia. Esto determina qu\u00e9 tipo de informaci\u00f3n necesita, en qu\u00e9 formato, con qu\u00e9 profundidad y en qu\u00e9 momento.<\/p>\n<p>Es aqu\u00ed donde la segmentaci\u00f3n tradicional se rompe, pues m\u00e1s all\u00e1 de saber que vendemos, por ejemplo, a directores de TI o gerentes de operaciones, es necesario entender el <strong>comportamiento del comprador organizacional\u00a0<\/strong>y lo que este busca resolver ahora mismo y que lo lleva a decisiones de compra B2B.<\/p>\n<p>La transformaci\u00f3n clave est\u00e1 en comprender que los compradores no toman decisiones en un proceso lineal o un viaje del comprador monol\u00edtico, sino en <strong>micromomentos de decisi\u00f3n<\/strong>, es decir, en peque\u00f1as ventanas de tiempo, impredecibles y profundamente contextuales, donde surge una necesidad o una duda, y el comprador busca informaci\u00f3n cr\u00edtica.<\/p>\n<p>Son instantes de alta intenci\u00f3n, donde el comprador busca informaci\u00f3n cr\u00edtica, relevante y accionable, <a href=\"https:\/\/infosol.com.mx\/wordpress\/justificar-inversion-reto-lideres-marketing-asignacion-presupuesto\/\" target=\"_blank\" rel=\"noopener\">compara opciones,\u00a0valida decisiones\u00a0y define el siguiente paso<\/a>.<\/p>\n<p>En este punto, no solo importa el mensaje puntual que la marca entrega y c\u00f3mo est\u00e1 dise\u00f1ada su<strong>\u00a0estrategia de ventas B2B<\/strong>, tambi\u00e9n importa el ecosistema de confianza que la rodea, es decir,\u00a0<a href=\"https:\/\/infosol.com.mx\/wordpress\/beneficios-relaciones-publicas-marcas-b2b\/\" target=\"_blank\" rel=\"noopener\">su reputaci\u00f3n<\/a>, su narrativa p\u00fablica, su presencia en conversaciones relevantes.\u00a0<\/p>\n<p>Esa base, fortalecida por esfuerzos continuos de comunicaci\u00f3n y relaciones p\u00fablicas, es la que termina inclinando la balanza cuando ocurre un micromomento y determina el avance o <strong>retroceso del ciclo de compra.<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Cuatro_dimensiones_que_reescriben_la_segmentacion_en_marketing_B2B\"><\/span>Cuatro dimensiones que reescriben la segmentaci\u00f3n en marketing B2B<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Si aceptamos que los\u00a0<strong>compradores B2B\u00a0<\/strong>act\u00faan en micromomentos y no como audiencias masivas, entonces la segmentaci\u00f3n tradicional se queda corta. No porque sea in\u00fatil, sino porque ya no explica c\u00f3mo ni por qu\u00e9 las personas avanzan\u00a0<strong>o se detienen en un proceso de decisi\u00f3n.<\/strong><\/p>\n<p>La segmentaci\u00f3n del mercado B2B y la <strong>estrategia de ventas<\/strong>\u00a0hoy necesitan incorporar cuatro dimensiones o factores que antes pasaban desapercibidas, pero que hoy marcan la diferencia entre ser relevante o irrelevante.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Urgencia\"><\/span>1. Urgencia<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Es<strong>\u00a0<\/strong>prioritario recordar que\u00a0<strong>no todos los compradores<\/strong>\u00a0est\u00e1n en el mismo nivel de necesidad. Hay quien est\u00e1 explorando de forma casual y quien necesita resolver un problema antes de que termine el d\u00eda. Entender el nivel de urgencia permite ajustar el mensaje, el tipo de contenido y el formato. Por ejemplo, para quien est\u00e1 bajo presi\u00f3n no le sirve un ebook de 40 p\u00e1ginas; necesita una respuesta r\u00e1pida,\u00a0<strong>una gu\u00eda clara o un comparativo directo.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Probabilidad_de_compra\"><\/span>2. Probabilidad de compra<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>La intenci\u00f3n no siempre es expl\u00edcita. Un comprador<em>\u00a0<\/em>B2B puede consumir mucho contenido,\u00a0<strong>pero no tener intenci\u00f3n real de comprar,<\/strong>\u00a0mientras que otro que revisa una sola p\u00e1gina del sitio web, puede estar listo para avanzar. Mapear\u00a0<strong>se\u00f1ales de comportamiento e intenci\u00f3n\u00a0<\/strong>\u2014profundidad de navegaci\u00f3n, tipo de contenido consultado, frecuencia de interacci\u00f3n, comportamiento hist\u00f3rico\u2014 ayuda a priorizar recursos y\u00a0<strong>personalizar con precisi\u00f3n.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Contexto_operativo\"><\/span>3. Contexto operativo<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Cada comprador se mueve dentro de su propio escenario funcional y emocional. Un gerente de log\u00edstica en temporada alta no tiene el mismo tiempo ni el mismo tipo de problema que un gerente de log\u00edstica en un mes tranquilo.\u00a0<strong>El contexto determina qu\u00e9 mensajes funcionan<\/strong>, qu\u00e9 formatos consumen, qu\u00e9 riesgos perciben y qu\u00e9 tan r\u00e1pido pueden tomar decisiones.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Presion_competitiva\"><\/span>4. Presi\u00f3n competitiva<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>La toma de decisiones nunca ocurre en un vac\u00edo. Existen alternativas, proveedores previos, promesas incumplidas, demos ya agendadas o preferencias internas. Entender la presi\u00f3n competitiva permite dise\u00f1ar mensajes que no solo informan, sino que\u00a0<strong>abordan objeciones anticipadas<\/strong>\u00a0y posicionan a la marca en la categor\u00eda correcta en el momento correcto.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; admin_label=\u00bbCall To Action\u00bb _builder_version=\u00bb4.27.5&#8243; background_color=\u00bb#0595a8&#8243; transform_translate=\u00bb-10px|0px\u00bb transform_translate_linked=\u00bboff\u00bb max_width=\u00bb100%\u00bb module_alignment=\u00bbright\u00bb custom_margin=\u00bb25px||50px||false|false\u00bb custom_margin_tablet=\u00bb||20vw|\u00bb custom_margin_phone=\u00bb\u00bb custom_margin_last_edited=\u00bbon|phone\u00bb animation_style=\u00bbfade\u00bb border_radii=\u00bbon|25px|25px|25px|25px\u00bb border_color_all=\u00bbRGBA(255,255,255,0)\u00bb border_style_right=\u00bbnone\u00bb box_shadow_style=\u00bbpreset4&#8243; box_shadow_horizontal=\u00bb0px\u00bb box_shadow_color=\u00bb#3c3950&#8243; 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text_font=\u00bb||||||||\u00bb text_font_size=\u00bb16px\u00bb text_line_height=\u00bb1.8em\u00bb header_font=\u00bb||||||||\u00bb header_2_font=\u00bbMontserrat|800||on|||||\u00bb header_2_font_size=\u00bb60px\u00bb header_2_line_height=\u00bb1.2em\u00bb header_3_font=\u00bbMontserrat|700|||||||\u00bb header_3_font_size=\u00bb16px\u00bb header_3_line_height=\u00bb1.4em\u00bb header_5_font=\u00bbOswald|||on|||||\u00bb header_5_font_size=\u00bb33px\u00bb header_6_font=\u00bbEditorialNew-Light||||||||\u00bb header_6_font_size=\u00bb25px\u00bb header_6_line_height=\u00bb1.1em\u00bb text_orientation=\u00bbcenter\u00bb background_layout=\u00bbdark\u00bb module_alignment=\u00bbright\u00bb custom_padding=\u00bb0px||0px||false|false\u00bb text_font_size_tablet=\u00bb16px\u00bb text_font_size_phone=\u00bb14px\u00bb text_font_size_last_edited=\u00bbon|phone\u00bb text_line_height_tablet=\u00bb1.8em\u00bb text_line_height_phone=\u00bb1.7em\u00bb text_line_height_last_edited=\u00bboff|phone\u00bb header_2_font_size_tablet=\u00bb40px\u00bb header_2_font_size_phone=\u00bb25px\u00bb header_2_font_size_last_edited=\u00bbon|desktop\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]<\/p>\n<h6>Comienza a comunicar con prop\u00f3sito.<\/h6>\n<p>[\/et_pb_text][et_pb_button button_url=\u00bbhttps:\/\/infosol.com.mx\/ebook-contenidos-b2b\/\u00bb button_text=\u00bb\u00a1Descarga este eBook!\u00bb button_alignment=\u00bbcenter\u00bb _builder_version=\u00bb4.27.4&#8243; custom_button=\u00bbon\u00bb button_text_size=\u00bb16px\u00bb button_text_color=\u00bb#ffffff\u00bb button_bg_color=\u00bbrgba(0,0,0,0)\u00bb button_border_width=\u00bb2px\u00bb button_border_radius=\u00bb0px\u00bb button_font=\u00bbMontserrat|700|||||||\u00bb button_use_icon=\u00bboff\u00bb background_layout=\u00bbdark\u00bb custom_padding=\u00bb16px|38px|16px|38px|true|true\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb button_bg_color__hover=\u00bbrgba(255,255,255,0.1)\u00bb button_border_color__hover=\u00bbrgba(0,0,0,0)\u00bb button_text_color__hover=\u00bb#000000&#8243; button_text_color__hover_enabled=\u00bbon|desktop\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_button][\/et_pb_column][et_pb_column type=\u00bb2_5&#8243; _builder_version=\u00bb4.27.4&#8243; custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_image src=\u00bbhttps:\/\/infosol.com.mx\/wordpress\/wp-content\/uploads\/tablet-ebook-nuevo-marketing-de-contenidos.webp\u00bb title_text=\u00bbtablet-ebook-nuevo-marketing-de-contenidos\u00bb align_tablet=\u00bbcenter\u00bb align_phone=\u00bb\u00bb align_last_edited=\u00bbon|desktop\u00bb _builder_version=\u00bb4.27.4&#8243; max_width_tablet=\u00bb400px\u00bb max_width_phone=\u00bb\u00bb max_width_last_edited=\u00bbon|desktop\u00bb custom_margin=\u00bb||-180px\u00bb custom_padding=\u00bb|||\u00bb animation_direction=\u00bbbottom\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||false|false\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_text _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]<\/p>\n<p>Estas cuatro variables, en conjunto, redefinen la segmentaci\u00f3n en el\u00a0<strong>marketing B2B<\/strong>. Hacen visible lo que antes era invisible, esto es, el estado mental, operativo y emocional del comprador. Y permiten crear intervenciones que realmente acompa\u00f1an al\u00a0<strong>usuario en su proceso decisional<\/strong>, en lugar de saturarlo con mensajes gen\u00e9ricos.<\/p>\n<p>El marketing B2B ya no puede basarse en suposiciones amplias ni en audiencias imaginarias,\u00a0<strong>debe comprender a las personas que deciden en micromomentos<\/strong>. Cuando las marcas incorporan variables como la urgencia, la probabilidad de compra, el contexto operativo y la presi\u00f3n competitiva, dejan de comunicar para\u00a0<strong>\u201caudiencias abstractas\u201d\u00a0<\/strong>y empiezan a hacerlo para seres humanos que enfrentan\u00a0<strong>problemas concretos en momentos cr\u00edticos.\u00a0<\/strong><\/p>\n<p>Como dijo\u00a0Peter Drucker:<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; disabled_on=\u00bboff|off|off\u00bb admin_label=\u00bbtestimonial\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bb#ededed\u00bb background_enable_image=\u00bboff\u00bb background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_horizontal_offset=\u00bb0%\u00bb custom_margin=\u00bb25px||50px||false|false\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb animation_style=\u00bbzoom\u00bb border_radii=\u00bbon|25px|25px|25px|25px\u00bb border_width_all=\u00bb2px\u00bb border_color_all=\u00bb#0595a8&#8243; box_shadow_style=\u00bbpreset4&#8243; box_shadow_horizontal=\u00bb0px\u00bb box_shadow_color=\u00bb#3c3950&#8243; locked=\u00bboff\u00bb collapsed=\u00bbon\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb background_enable_color=\u00bboff\u00bb custom_margin=\u00bb0px||0px||true|false\u00bb custom_padding=\u00bb0px||0px||true|false\u00bb border_radii=\u00bbon|25px|25px|25px|25px\u00bb border_style_all=\u00bbnone\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_text _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb text_font=\u00bbOswald|300|||||||\u00bb text_text_color=\u00bb#FFFFFF\u00bb text_font_size=\u00bb18px\u00bb ul_font=\u00bbEditorialNew-Light|300|||||||\u00bb ul_text_color=\u00bb#000000&#8243; ul_font_size=\u00bb1.25rem\u00bb ul_line_height=\u00bb1.6em\u00bb header_5_font=\u00bbEditorialNew-Light||||||||\u00bb header_5_text_color=\u00bb#081116&#8243; header_5_font_size=\u00bb2rem\u00bb header_5_line_height=\u00bb1.2em\u00bb header_6_font=\u00bbOswald|||on|||||\u00bb header_6_text_color=\u00bb#081116&#8243; header_6_font_size=\u00bb1.7rem\u00bb header_6_line_height=\u00bb0.8em\u00bb background_enable_color=\u00bboff\u00bb background_image=\u00bbhttps:\/\/infosol.com.mx\/wordpress\/wp-content\/uploads\/quote_.webp\u00bb background_size=\u00bbcustom\u00bb background_image_width=\u00bb5%\u00bb background_position=\u00bbtop_left\u00bb background_horizontal_offset=\u00bb4%\u00bb background_vertical_offset=\u00bb21%\u00bb custom_padding=\u00bb35px|50px|15px|130px|false|false\u00bb custom_padding_tablet=\u00bb35px|50px|35px|130px|false|false\u00bb custom_padding_phone=\u00bb85px|25px|15px|25px|false|false\u00bb custom_padding_last_edited=\u00bbon|phone\u00bb header_5_font_size_tablet=\u00bb2rem\u00bb header_5_font_size_phone=\u00bb1.7rem\u00bb header_5_font_size_last_edited=\u00bbon|phone\u00bb header_6_font_size_tablet=\u00bb1.7rem\u00bb header_6_font_size_phone=\u00bb1.7rem\u00bb header_6_font_size_last_edited=\u00bbon|phone\u00bb background_last_edited=\u00bbon|phone\u00bb background_image_width_phone=\u00bb18%\u00bb background_position_phone=\u00bbtop_right\u00bb background_horizontal_offset_phone=\u00bb10%\u00bb background_vertical_offset_phone=\u00bb7%\u00bb custom_css_main_element=\u00bbul {margin-top:25px;}\u00bb border_radii=\u00bbon|20px|20px|20px|20px\u00bb box_shadow_style=\u00bbpreset3&#8243; box_shadow_color=\u00bbrgba(0,0,0,0.15)\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]<\/p>\n<h5>El objetivo del marketing es conocer y comprender tan bien al cliente que el producto o servicio se venda solo.<\/h5>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px||0px||false|false\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_text _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]<\/p>\n<p>Bajo esta l\u00f3gica, ya no se trata de lanzar campa\u00f1as gen\u00e9ricas, sino de construir estrategias vivas que respondan al instante decisivo en el que el comprador avanza \u2014o se detiene\u2014,\u00a0<strong>optimizando recursos<\/strong>\u00a0y elevando la tasa de progreso en cada\u00a0<strong>micromomento de decisi\u00f3n.<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; admin_label=\u00bbFAQ\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb locked=\u00bboff\u00bb collapsed=\u00bbon\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.22.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.22.1&#8243; _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_heading title=\u00bbFAQS\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb title_level=\u00bbh2&#8243; custom_margin=\u00bb||0px||false|false\u00bb custom_padding=\u00bb||0px||false|false\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_heading][et_pb_accordion open_toggle_text_color=\u00bb#FFFFFF\u00bb open_toggle_background_color=\u00bb#0595A8&#8243; closed_toggle_background_color=\u00bbrgba(0,0,0,0.04)\u00bb toggle_icon=\u00bb&#xf067;||fa||900&#8243; icon_color=\u00bb#000000&#8243; _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bb_initial\u00bb toggle_text_color=\u00bb#000000&#8243; toggle_font=\u00bbOswald|700||on|||||\u00bb toggle_font_size=\u00bb24px\u00bb toggle_line_height=\u00bb1.4em\u00bb body_font=\u00bbEditorialNew-Light||||||||\u00bb body_text_color=\u00bb#FFFFFF\u00bb body_font_size=\u00bb1.3rem\u00bb body_line_height=\u00bb1.4em\u00bb hover_enabled=\u00bb0&#8243; toggle_font_size_tablet=\u00bb16px\u00bb toggle_font_size_phone=\u00bb20px\u00bb toggle_font_size_last_edited=\u00bbon|desktop\u00bb closed_toggle_font_size_tablet=\u00bb\u00bb closed_toggle_font_size_phone=\u00bb20px\u00bb closed_toggle_font_size_last_edited=\u00bbon|phone\u00bb body_font_size_tablet=\u00bb15px\u00bb body_font_size_phone=\u00bb22px\u00bb body_font_size_last_edited=\u00bbon|desktop\u00bb border_width_all=\u00bb0px\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{%22gcid-0a41bebc-0107-48f7-8173-6190cad71074%22:%91%22open_toggle_text_color%22%93}\u00bb theme_builder_area=\u00bbpost_content\u00bb sticky_enabled=\u00bb0&#8243;][et_pb_accordion_item open=\u00bbon\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb custom_css_main_element=\u00bbdisplay: none;\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][\/et_pb_accordion_item][et_pb_accordion_item title=\u00bb\u00bfPor qu\u00e9 la segmentaci\u00f3n tradicional ya no es suficiente en marketing B2B?\u00bb _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0&#8243; global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb open=\u00bboff\u00bb sticky_enabled=\u00bb0&#8243;]<\/p>\n<div class=\"et_pb_toggle_content clearfix\">\n<p>La segmentaci\u00f3n tradicional es insuficiente porque los compradores B2B no act\u00faan como audiencias homog\u00e9neas, sino como personas resolviendo problemas concretos en momentos espec\u00edficos. Hoy comparan riesgos, validan decisiones y buscan respuestas contextuales, lo que exige segmentar por comportamiento, urgencia y contexto, no solo por industria o tama\u00f1o de empresa.<\/p>\n<\/div>\n<p>[\/et_pb_accordion_item][et_pb_accordion_item title=\u00bb\u00bfQu\u00e9 diferencia hay entre segmentar por audiencias y segmentar por micromomentos en B2B?\u00bb _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0&#8243; global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb open=\u00bboff\u00bb sticky_enabled=\u00bb0&#8243;]<\/p>\n<p>Segmentar por audiencias agrupa perfiles amplios con necesidades gen\u00e9ricas, mientras que la segmentaci\u00f3n por micromomentos identifica estados espec\u00edficos de decisi\u00f3n. Esta \u00faltima considera urgencia, intenci\u00f3n, contexto operativo y presi\u00f3n competitiva, permitiendo mensajes m\u00e1s relevantes que acompa\u00f1an decisiones reales en lugar de campa\u00f1as gen\u00e9ricas.<\/p>\n<p>[\/et_pb_accordion_item][et_pb_accordion_item title=\u00bb\u00bfC\u00f3mo pueden las marcas B2B aplicar la segmentaci\u00f3n por micromomentos?\u00bb _builder_version=\u00bb4.27.5&#8243; _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0&#8243; global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb open=\u00bboff\u00bb sticky_enabled=\u00bb0&#8243;]<\/p>\n<p>Las marcas B2B pueden aplicar la segmentaci\u00f3n por micromomentos analizando se\u00f1ales de comportamiento, nivel de urgencia, contexto operativo y presi\u00f3n competitiva. Con estos datos, ajustan mensajes, formatos y canales para responder con precisi\u00f3n cuando surge una necesidad cr\u00edtica, optimizando recursos y acelerando el avance del proceso de compra.<\/p>\n<p>[\/et_pb_accordion_item][\/et_pb_accordion][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; admin_label=\u00bbCall to Action\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb background_color=\u00bb#ededed\u00bb custom_margin=\u00bb25px||50px||false|false\u00bb custom_padding=\u00bb||||true|false\u00bb animation_style=\u00bbfade\u00bb border_radii=\u00bbon|25px|25px|25px|25px\u00bb border_width_all=\u00bb2px\u00bb border_color_all=\u00bb#0595a8&#8243; box_shadow_style=\u00bbpreset4&#8243; box_shadow_horizontal=\u00bb0px\u00bb box_shadow_color=\u00bb#3c3950&#8243; locked=\u00bboff\u00bb collapsed=\u00bbon\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row column_structure=\u00bb2_3,1_3&#8243; 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_builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb custom_css_main_element=\u00bbmargin: auto;||\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_button button_url=\u00bbhttps:\/\/infosol.com.mx\/contactanos\/\u00bb url_new_window=\u00bbon\u00bb button_text=\u00bbConversemos hoy\u00bb button_alignment=\u00bbcenter\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb custom_button=\u00bbon\u00bb button_text_size=\u00bb23px\u00bb button_text_color=\u00bb#3c4046&#8243; button_bg_color=\u00bb#FFFFFF\u00bb button_border_width=\u00bb2px\u00bb button_border_color=\u00bb#0595A8&#8243; button_border_radius=\u00bb1px\u00bb button_font=\u00bbOswald|||on|||||\u00bb button_icon=\u00bb&#x24;||divi||400&#8243; button_on_hover=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb button_border_width__hover_enabled=\u00bbon|desktop\u00bb button_bg_color__hover_enabled=\u00bbon|desktop\u00bb button_bg_color__hover=\u00bb#0595A8&#8243; 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_module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]<\/p>\n<p><em>Este art\u00edculo fue publicado originalmente en <\/em><a href=\"https:\/\/mitsloanreview.mx\/colaborador\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/\" target=\"_blank\" rel=\"noopener\"><em>MIT Sloan<\/em><\/a><em>.<\/em><\/p>\n<p><em>Puedes conocer m\u00e1s contenido del autor en <\/em><a href=\"https:\/\/mitsloanreview.mx\/\" target=\"_blank\" rel=\"noopener\"><em>MIT Sloan<\/em><\/a><em>.<\/em><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Descubre c\u00f3mo los micromomentos influyen en las motivaciones de las personas que toman las decisiones de compra B2B.<\/p>\n","protected":false},"author":2,"featured_media":242904,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","_joinchat":[],"footnotes":""},"categories":[80],"tags":[1540,2905,3026,3027,3025,3028,3029],"class_list":["post-242903","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-marketing-b2b","tag-articulos","tag-comportamiento-del-comprador-organizacional","tag-decisiones-de-compra-en-marketing","tag-micromomentos","tag-estrategia-de-ventas-b2b","tag-comportamiento-del-comprador-organizacional-y-decisiones-de-compra-b2b"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Compradores en micromomentos, una nueva l\u00f3gica de segmentaci\u00f3n en marketing B2B<\/title>\n<meta name=\"description\" content=\"Descubre c\u00f3mo los micromomentos influyen en las motivaciones de las personas que toman las decisiones de compra B2B.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Compradores en micromomentos, una nueva l\u00f3gica de segmentaci\u00f3n en marketing B2B\" \/>\n<meta property=\"og:description\" content=\"Descubre c\u00f3mo los micromomentos influyen en las motivaciones de las personas que toman las decisiones de compra B2B.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/infosol.com.mx\/wordpress\/compradores-en-micromomentos-una-nueva-logica-de-segmentacion-en-marketing-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"Charlas de Caf\u00e9 de Comunicaci\u00f3n y Otras Pasiones\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/infosol\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/HectorM.MezaC?ref=br_rs_WyJrZXl3b3Jkc191c2VycyJd\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-29T16:48:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-17T17:34:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/infosol.com.mx\/wordpress\/wp-content\/uploads\/decisiones-de-compra-en-marketing.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"H\u00e9ctor M. 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