{"id":12078,"date":"2019-10-29T17:02:20","date_gmt":"2019-10-29T17:02:20","guid":{"rendered":"https:\/\/www.sisinternational.com\/harnessing-perceptions-in-b2b-markets\/"},"modified":"2026-01-27T15:24:09","modified_gmt":"2026-01-27T20:24:09","slug":"aprovechar-las-percepciones-en-los-mercados-b2b","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/es\/aprovechar-las-percepciones-en-los-mercados-b2b\/","title":{"rendered":"Investigaci\u00f3n de mercado de partes interesadas B2B"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-e0022755\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e0022755\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"B2Bjpg (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n<h2>Los mercados B2B a menudo pasan por alto la importancia de la opini\u00f3n y la percepci\u00f3n entre las partes interesadas B2B.<\/h2>\n<p>Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels.<\/p>\n<ul>\n<li><strong>Sitios de noticias y comercio B2B<\/strong><\/li>\n<li><strong>Viajes y conferencias<\/strong><\/li>\n<li><strong>Blogs y foros B2B<\/strong><\/li>\n<li><strong>B2B Redes sociales<\/strong><\/li>\n<li><strong>Medios virales<\/strong><\/li>\n<li><strong>Conformidad<\/strong><\/li>\n<li><strong>Cultura<\/strong><\/li>\n<li><strong>Influencers, L\u00edderes de Opini\u00f3n Clave y L\u00edderes Referenciales<\/strong><\/li>\n<\/ul>\n<h2>Referential leaders are stakeholders with significant relevance on an individual\u2019s evaluations, aspirations, or behavior.<\/h2>\n<p>En los mercados B2B, esto podr\u00eda estar formado por l\u00edderes de opini\u00f3n clave, superiores en el trabajo, autores de la industria y otros. Tienen potentes formas de persuasi\u00f3n y \u201cpoder\u201d, incluyendo<\/p>\n<ul>\n<li><strong>Poder de la informaci\u00f3n:<\/strong> A person who has access to elusive information can influence<\/li>\n<li><strong>Poder experto:<\/strong> An expert\u2019s recommendation can influence<\/li>\n<li><strong>Poder de recompensa:<\/strong> A person\u2019s ability to reward (such as a promotion or social approval) can influence<\/li>\n<li><strong>Poder referente:<\/strong> A mere recommendation can influence<\/li>\n<\/ul>\n<p>El grado de influencia de los l\u00edderes referenciales var\u00eda junto con los impactos de esos l\u00edderes en las partes interesadas que influyen en las percepciones sobre una marca. Para determinar el impacto de las personas influyentes, SIS International normalmente explora lo siguiente:<\/p>\n<ul>\n<li><strong>Alcance del mercado<\/strong> \u2013 la cantidad de personas con las que un individuo tiene la capacidad de conectarse.<\/li>\n<li><strong>Calidad del impacto<\/strong> \u2013 la estima en que se tienen los puntos de vista y las opiniones de un individuo.<\/li>\n<li><strong>Frecuencia de impacto<\/strong> \u2013 el n\u00famero de oportunidades que tiene un individuo para influir en las decisiones de compra.<\/li>\n<li><strong>Cercan\u00eda a la decisi\u00f3n<\/strong> \u2013 qu\u00e9 tan cerca est\u00e1 un individuo de quien toma las decisiones.<\/li>\n<li><strong>Credibilidad de la fuente<\/strong> \u2013 cu\u00e1nta duda queda en la mente.<\/li>\n<\/ul>\n<h2>Diferencias culturales<\/h2>\n<p>When dealing with perception, it is often helpful for companies to understand not only what the perceptions are, but also what they are based on. \u00a0Building on this idea, it is further helpful to understand how perceptions are diffused within a group of stakeholders. Depending on the culture, perceptions are derived from the following forms of knowledge:<\/p>\n<ul>\n<li>Influencia de fuente respetada<\/li>\n<li>Experiencia personal<\/li>\n<li>Intuici\u00f3n<\/li>\n<li>Evidencia emp\u00edrica<\/li>\n<\/ul>\n<p>While for example, Germans and US Americans tend to culturally regard empirical knowledge as the most important form of insight, Brazilians may attribute more credibility to a \u201creferential leader\u201d such as a respected person.\u00a0\u00a0Applying this insight to a <a href=\"https:\/\/www.sisinternational.com\/es\/estudios-de-caso\/\" title=\"Casos pr\u00e1cticos\"  data-wpil-monitor-id=\"8105\">market research study<\/a>, it could mean crafting a flexible research design that can elicit core insights on how perceptions are diffused within each country.\u00a0 For example, in Mexico, a <a href=\"https:\/\/www.sisinternational.com\/es\/pericia\/industrias\/soluciones-de-investigacion-de-mercado-sanitario\/\" title=\"Empresa de estudios del mercado sanitario\"  data-wpil-monitor-id=\"8106\">market research firm<\/a> can focus on how stakeholders build perceptions, be it through intuition, personal experience, influencers, or empirical information.\u00a0\u00a0<a href=\"https:\/\/www.sisinternational.com\/es\/cobertura\/europa\/investigacion-de-mercado-liverpool-reino-unido\/\" title=\"Investigaci\u00f3n de mercado en Liverpool | Grupos focales y recopilaci\u00f3n de datos del Reino Unido\"  data-wpil-monitor-id=\"8107\">Research firms can incorporate into their data<\/a> gathering approach how the 4 forms of knowledge contribute to the diffusion of perceptions.<\/p>\n<h2>En \u00faltima instancia, se esperar\u00eda que los l\u00edderes de opini\u00f3n clave que pueden moldear las percepciones compartieran las siguientes cualidades:<\/h2>\n<ul>\n<li>Involucrado<\/li>\n<li>Conectado<\/li>\n<li>Influyente<\/li>\n<li>Confiado por otros<\/li>\n<li>Marcadores de tendencias<\/li>\n<\/ul>\n<p>By understanding and harnessing these notions, <a href=\"https:\/\/www.sisinternational.com\/es\/complejidades-del-marketing-b2b-2\/\" title=\"\u00bfQu\u00e9 es el marketing B2B?\"  data-wpil-monitor-id=\"7344\">marketers can better interact with their B2B<\/a> stakeholders.<\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Business-to-Business Markets often miss the importance of opinion and perception among B2B stakeholders. Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels. B2B &#8230; <a title=\"Investigaci\u00f3n de mercado de partes interesadas B2B\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/es\/aprovechar-las-percepciones-en-los-mercados-b2b\/\" aria-label=\"Leer m\u00e1s sobre Investigaci\u00f3n de Mercado de Partes Interesadas B2B\">Leer m\u00e1s<\/a><\/p>","protected":false},"author":1,"featured_media":62381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=12078"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12078\/revisions"}],"predecessor-version":[{"id":81364,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12078\/revisions\/81364"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/62381"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=12078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/categories?post=12078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/tags?post=12078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}