{"id":170,"date":"2025-08-15T12:34:20","date_gmt":"2025-08-15T12:34:20","guid":{"rendered":"https:\/\/luppstudio.com\/?p=170"},"modified":"2025-11-23T13:40:31","modified_gmt":"2025-11-23T13:40:31","slug":"product-marketing-vs-growth-marketing","status":"publish","type":"post","link":"https:\/\/luppstudio.com\/en\/product-marketing-vs-growth-marketing\/","title":{"rendered":"Product Marketing vs Growth Marketing"},"content":{"rendered":"<style>.kadence-column170_3c710f-ff > .kt-inside-inner-col,.kadence-column170_3c710f-ff > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column170_3c710f-ff > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column170_3c710f-ff > .kt-inside-inner-col{flex-direction:column;}.kadence-column170_3c710f-ff > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column170_3c710f-ff > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column170_3c710f-ff{position:relative;}@media all and (max-width: 1024px){.kadence-column170_3c710f-ff > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column170_3c710f-ff > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column170_3c710f-ff\"><div class=\"kt-inside-inner-col\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><span style=\"text-decoration: underline;\">qu\u00e9 enfoque necesita tu empresa para crecer de verdad?<\/span><\/p>\n<\/blockquote>\n<\/div><\/div>\n\n\n<style>.kadence-column170_ccf728-76 > .kt-inside-inner-col,.kadence-column170_ccf728-76 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column170_ccf728-76 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column170_ccf728-76 > .kt-inside-inner-col{flex-direction:column;}.kadence-column170_ccf728-76 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column170_ccf728-76 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column170_ccf728-76{position:relative;}.kadence-column170_ccf728-76, .kt-inside-inner-col > .kadence-column170_ccf728-76:not(.specificity){margin-top:var(--global-kb-spacing-md, 2rem);}@media all and (max-width: 1024px){.kadence-column170_ccf728-76 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.kadence-column170_ccf728-76, .kt-inside-inner-col > .kadence-column170_ccf728-76:not(.specificity){margin-top:var(--global-kb-spacing-xs, 1rem);margin-right:var(--global-kb-spacing-xs, 1rem);margin-bottom:var(--global-kb-spacing-xs, 1rem);margin-left:var(--global-kb-spacing-xs, 1rem);}}@media all and (max-width: 767px){.kadence-column170_ccf728-76 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column170_ccf728-76\"><div class=\"kt-inside-inner-col\">\n<h2 class=\"wp-block-heading\">Qu\u00e9 enfoque necesita tu empresa para <mark style=\"background-color:var(--global-palette2)\" class=\"has-inline-color has-theme-palette-8-color\">crecer de verdad?<\/mark><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Muchas empresas confunden \u201chacer m\u00e1s marketing\u201d con crecer.<\/h3>\n\n\n\n<p>En mi experiencia trabajando con PYMEs y startups, me he encontrado muchas veces con la misma situaci\u00f3n: equipos que creen que la soluci\u00f3n a todos sus problemas es \u201chacer m\u00e1s publicidad\u201d o \u201cproducir m\u00e1s contenido\u201d. Y s\u00ed, la visibilidad es importante, <strong>pero no siempre es lo que realmente frena el crecimiento.<\/strong><\/p>\n\n\n\n<p>Aqu\u00ed es donde entra la diferencia entre <mark style=\"background-color:var(--global-palette2)\" class=\"has-inline-color has-theme-palette-8-color\">product marketing y growth marketing. <\/mark>Dos disciplinas que suelen confundirse, pero que tienen enfoques muy distintos. Mientras el primero busca vender el producto tal como est\u00e1, el segundo <strong>cuestiona, optimiza y mejora todo el proceso que rodea a ese producto<\/strong>, desde la experiencia de usuario hasta la conversi\u00f3n final.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n<\/div><\/div>\n\n\n<style>.kadence-column170_2e6647-1e > .kt-inside-inner-col,.kadence-column170_2e6647-1e > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column170_2e6647-1e > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column170_2e6647-1e > .kt-inside-inner-col{flex-direction:column;}.kadence-column170_2e6647-1e > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column170_2e6647-1e > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column170_2e6647-1e{position:relative;}@media all and (max-width: 1024px){.kadence-column170_2e6647-1e > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.kadence-column170_2e6647-1e, .kt-inside-inner-col > .kadence-column170_2e6647-1e:not(.specificity){margin-top:var(--global-kb-spacing-xs, 1rem);margin-right:var(--global-kb-spacing-xs, 1rem);margin-bottom:var(--global-kb-spacing-xs, 1rem);margin-left:var(--global-kb-spacing-xs, 1rem);}}@media all and (max-width: 767px){.kadence-column170_2e6647-1e > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column170_2e6647-1e\"><div class=\"kt-inside-inner-col\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 es product marketing?<\/h2>\n\n\n\n<p>El <strong>Product Marketing<\/strong> se centra en c\u00f3mo mostrar y vender un producto. Su objetivo principal es posicionar, dar visibilidad y comunicar sus beneficios para lograr que el cliente compre.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Principales herramientas para marketing de producto: <mark style=\"background-color:var(--global-palette2)\" class=\"has-inline-color has-theme-palette-8-color\">visibilidad, publicidad y branding<\/mark><\/h3>\n\n\n\n<p>Un equipo de Product Marketing trabaja en todo lo que se ve desde afuera:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Estrategia de branding y posicionamiento.<\/li>\n\n\n\n<li>Creaci\u00f3n de campa\u00f1as publicitarias.<\/li>\n\n\n\n<li>Contenido para redes sociales y medios.<\/li>\n\n\n\n<li>Mensajes clave que destacan el valor del producto.<\/li>\n<\/ul>\n\n\n\n<p>Su punto fuerte es generar inter\u00e9s en el mercado, dar coherencia a la comunicaci\u00f3n y construir la percepci\u00f3n de marca.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u00bfCu\u00e1les son las ventajas del product marketing?<\/h3>\n\n\n\n<p>La ventaja es clara: el Product Marketing hace que un producto sea visible y atractivo. Sin embargo, tiene un l\u00edmite importante: no se cuestiona si los procesos internos, la experiencia de compra o la estrategia comercial est\u00e1n realmente preparados para sostener el crecimiento.<\/p>\n\n\n\n<p>Un art\u00edculo reciente de <a href=\"https:\/\/hbr.org\/2023\/05\/how-brand-building-and-performance-marketing-can-work-together\" data-type=\"link\" data-id=\"https:\/\/hbr.org\/2023\/05\/how-brand-building-and-performance-marketing-can-work-together\"><em>Harvard Business Review<\/em> <\/a>destaca c\u00f3mo el <strong>brand building<\/strong> y el <strong>performance marketing<\/strong> (enfocado en resultados medibles) pueden funcionar juntos para potenciar el crecimiento con coherencia.<\/p>\n\n\n\n<p>En empresas en expansi\u00f3n (especialmente PYMEs y startups) esto se convierte en un problema, porque muchas veces no es suficiente con \u201cmostrar m\u00e1s\u201d, sino que hay que <strong>optimizar lo que pasa detr\u00e1s de escena<\/strong>.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n\n<style>.kadence-column170_700084-55 > .kt-inside-inner-col,.kadence-column170_700084-55 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column170_700084-55 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column170_700084-55 > .kt-inside-inner-col{flex-direction:column;}.kadence-column170_700084-55 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column170_700084-55 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column170_700084-55{position:relative;}@media all and (max-width: 1024px){.kadence-column170_700084-55 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.kadence-column170_700084-55, .kt-inside-inner-col > .kadence-column170_700084-55:not(.specificity){margin-top:var(--global-kb-spacing-sm, 1.5rem);margin-right:var(--global-kb-spacing-sm, 1.5rem);margin-bottom:var(--global-kb-spacing-sm, 1.5rem);margin-left:var(--global-kb-spacing-sm, 1.5rem);}}@media all and (max-width: 767px){.kadence-column170_700084-55 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column170_700084-55\"><div class=\"kt-inside-inner-col\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 es Growth Marketing?<\/h2>\n\n\n\n<p>El <strong>Growth Marketing<\/strong> va m\u00e1s all\u00e1 de la comunicaci\u00f3n externa. Se centra en entender al usuario, analizar sus recorridos y optimizar cada punto de contacto para que la experiencia sea fluida y escalable.<\/p>\n\n\n\n<p>A diferencia del Product Marketing, no da por sentado que el producto o el proceso de venta est\u00e1n bien: <strong>los cuestiona<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Growth marketing no es solo m\u00e1s paid media<\/h3>\n\n\n\n<p>Un error com\u00fan es creer que Growth Marketing es lo mismo que invertir m\u00e1s en campa\u00f1as de publicidad paga. Nada m\u00e1s lejos de la realidad.<\/p>\n\n\n\n<p>Si la segmentaci\u00f3n est\u00e1 mal hecha, si el recorrido del usuario no est\u00e1 claro, o si el funnel no est\u00e1 optimizado, <strong>ninguna campa\u00f1a va a traer resultados sostenibles.<\/strong> Puedes atraer miles de leads, pero si el proceso de compra no funciona, la conversi\u00f3n ser\u00e1 m\u00ednima.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">La mirada interna y <mark style=\"background-color:var(--global-palette2)\" class=\"has-inline-color has-theme-palette-8-color\">la experiencia del usuario<\/mark><\/h3>\n\n\n\n<p>El Growth Marketing pone al usuario en el centro y se pregunta:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00bfQu\u00e9 frena a la persona en su recorrido de compra?<\/li>\n\n\n\n<li>\u00bfC\u00f3mo hacer que el proceso sea m\u00e1s claro y aut\u00f3nomo?<\/li>\n\n\n\n<li>\u00bfD\u00f3nde se est\u00e1n perdiendo oportunidades dentro del funnel?<\/li>\n\n\n\n<li>\u00bfQu\u00e9 mejoras internas son necesarias antes de invertir m\u00e1s en publicidad?<br><\/li>\n<\/ul>\n\n\n\n<p>Este enfoque lo convierte en una<strong> herramienta poderosa para empresas en crecimiento, <\/strong>porque optimiza lo que ya existe antes de escalar con inversi\u00f3n. <\/p>\n\n\n\n<pre class=\"wp-block-verse has-text-align-center has-theme-palette-8-color has-theme-palette-2-background-color has-text-color has-background has-link-color has-medium-font-size wp-elements-77eef3a211d0da4d1b9b1dd7f7b13fee\"><strong>Seg\u00fan un art\u00edculo de <em><a href=\"https:\/\/hbr.org\/2024\/03\/put-marketing-at-the-core-of-your-growth-strategy\">HBR<\/a><\/em><\/strong>\n\"las empresas que centran el marketing en el n\u00facleo de su estrategia de crecimiento superan a la competencia\"<\/pre>\n<\/div><\/div>\n<\/div><\/div>\n\n\n<style>.kadence-column170_8575c0-a6 > .kt-inside-inner-col,.kadence-column170_8575c0-a6 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column170_8575c0-a6 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column170_8575c0-a6 > .kt-inside-inner-col{flex-direction:column;}.kadence-column170_8575c0-a6 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column170_8575c0-a6 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column170_8575c0-a6{position:relative;}.kadence-column170_8575c0-a6, .kt-inside-inner-col > .kadence-column170_8575c0-a6:not(.specificity){margin-top:var(--global-kb-spacing-xl, 4rem);}@media all and (max-width: 1024px){.kadence-column170_8575c0-a6 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.kadence-column170_8575c0-a6, .kt-inside-inner-col > .kadence-column170_8575c0-a6:not(.specificity){margin-top:var(--global-kb-spacing-sm, 1.5rem);margin-right:var(--global-kb-spacing-sm, 1.5rem);margin-bottom:var(--global-kb-spacing-sm, 1.5rem);margin-left:var(--global-kb-spacing-sm, 1.5rem);}}@media all and (max-width: 767px){.kadence-column170_8575c0-a6 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column170_8575c0-a6\"><div class=\"kt-inside-inner-col\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\">Product marketing vs growth marketing en el recorrido de tu cliente<\/h3>\n\n\n\n<p>Si pensamos en el recorrido del cliente, la diferencia se hace evidente:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > .kt-info-box170_4c31b8-c1 .kt-blocks-info-box-link-wrap{max-width:unset;}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-link-wrap{padding-top:var(--global-kb-spacing-xs, 1rem);padding-right:var(--global-kb-spacing-xs, 1rem);padding-bottom:var(--global-kb-spacing-xs, 1rem);padding-left:var(--global-kb-spacing-xs, 1rem);}.kt-info-box170_4c31b8-c1 .kadence-info-box-icon-container .kt-info-svg-icon, .kt-info-box170_4c31b8-c1 .kt-info-svg-icon-flip, .kt-info-box170_4c31b8-c1 .kt-blocks-info-box-number{font-size:67px;}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-media{border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:10px;padding-right:10px;padding-bottom:10px;padding-left:10px;}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-media-container{margin-top:0px;margin-right:15px;margin-bottom:0px;margin-left:15px;}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:var(--global-palette2, #2B6CB0);}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-link-wrap .kt-blocks-info-box-media{border-width:0px;box-shadow:inset 0 0 0 0px #444444;}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-link-wrap .kt-blocks-info-box-media:before{border-width:0px;}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media:after{border-right-color:#444444;border-right-width:0px;border-top-width:0px;border-bottom-width:0px;}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media:before{border-top-color:#444444;border-right-color:#444444;border-bottom-color:#444444;}.kt-info-box170_4c31b8-c1 .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}<\/style>\n<div class=\"wp-block-kadence-infobox kt-info-box170_4c31b8-c1\"><span class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-top kt-info-halign-center\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-drawborder\"><div class=\"kadence-info-box-icon-container kt-info-icon-animate-drawborder\"><div class=\"kadence-info-box-icon-inner-container\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fe_fastForward kt-info-svg-icon\"><svg viewbox=\"0 0 24 24\"  fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><polygon points=\"13 19 22 12 13 5 13 19\"\/><polygon points=\"2 19 11 12 2 5 2 19\"\/><\/svg><\/span><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><h2 class=\"kt-blocks-info-box-title\">Product<\/h2><p class=\"kt-blocks-info-box-text\">Busca atraer y convencer al usuario con un mensaje claro. Su territorio es la visibilidad, la comunicaci\u00f3n y la publicidad.<\/p><\/div><\/span><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > .kt-info-box170_cd7b71-f6 .kt-blocks-info-box-link-wrap{max-width:unset;}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-link-wrap{padding-top:var(--global-kb-spacing-xs, 1rem);padding-right:var(--global-kb-spacing-xs, 1rem);padding-bottom:var(--global-kb-spacing-xs, 1rem);padding-left:var(--global-kb-spacing-xs, 1rem);}.kt-info-box170_cd7b71-f6 .kadence-info-box-icon-container .kt-info-svg-icon, .kt-info-box170_cd7b71-f6 .kt-info-svg-icon-flip, .kt-info-box170_cd7b71-f6 .kt-blocks-info-box-number{font-size:67px;}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-media{border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:10px;padding-right:10px;padding-bottom:10px;padding-left:10px;}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-media-container{margin-top:0px;margin-right:15px;margin-bottom:0px;margin-left:15px;}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:var(--global-palette2, #2B6CB0);}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-link-wrap .kt-blocks-info-box-media{border-width:0px;box-shadow:inset 0 0 0 0px #444444;}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-link-wrap .kt-blocks-info-box-media:before{border-width:0px;}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media:after{border-right-color:#444444;border-right-width:0px;border-top-width:0px;border-bottom-width:0px;}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media:before{border-top-color:#444444;border-right-color:#444444;border-bottom-color:#444444;}.kt-info-box170_cd7b71-f6 .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}<\/style>\n<div class=\"wp-block-kadence-infobox kt-info-box170_cd7b71-f6\"><span class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-top kt-info-halign-center\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-drawborder\"><div class=\"kadence-info-box-icon-container kt-info-icon-animate-drawborder\"><div class=\"kadence-info-box-icon-inner-container\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fe_arrowUpRight kt-info-svg-icon\"><svg viewbox=\"0 0 24 24\"  fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><line x1=\"7\" y1=\"17\" x2=\"17\" y2=\"7\"\/><polyline points=\"7 7 17 7 17 17\"\/><\/svg><\/span><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><h2 class=\"kt-blocks-info-box-title\">Growth<\/h2><p class=\"kt-blocks-info-box-text\">Acompa\u00f1a al usuario en cada paso, desde la concientizacion a la conversi\u00f3n, asegurando que la experiencia sea consistente, fluida y optimizada.<\/p><\/div><\/span><\/div>\n<\/div>\n<\/div>\n\n\n\n<p>Podr\u00edamos decir que el Product Marketing act\u00faa en la \u201centrada del embudo\u201d, mientras que el Growth Marketing se asegura de que el embudo tenga sentido, no tenga fugas y permita escalar.<\/p>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\"\/>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">Casos reales de growth marketing: <mark style=\"background-color:var(--global-palette2)\" class=\"has-inline-color has-theme-palette-8-color\">cuando crecer no es solo hacer m\u00e1s publicidad<\/mark><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Una academia presencial, con ticket alto y baja conversi\u00f3n<\/strong><\/h3>\n\n\n\n<p><strong>T<\/strong>rabajaba con una academia que ofrec\u00eda programas presenciales. Ten\u00edamos una buena cantidad de leads y la gente llegaba a las reuniones informativas. <strong>E<\/strong>l volumen estaba, pero casi nadie convert\u00eda. La agencia externa propon\u00eda<strong> \u201cm\u00e1s publicidad, m\u00e1s contenido, m\u00e1s inversi\u00f3n\u201d.<\/strong>Me propuse mirar hacia adentro. Cambiamos el discurso de venta, organizamos eventos m\u00e1s frecuentes, integramos a los docentes en el proceso para que los alumnos pudieran conocerlos, mejoramos la est\u00e9tica del lugar y hasta dimos un regalo de bienvenida f\u00edsico. Las conversiones aumentaron sin necesidad de duplicar el presupuesto en publicidad.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Academia online con miles de leads pero baja conversi\u00f3n<\/strong><\/h3>\n\n\n\n<p>Otra academia, esta vez digital, generaba entre 30.000 y 40.000 leads, pero apenas alcanzaba una conversi\u00f3n del 0.3%. El checkout no era aut\u00f3nomo. Todos los leads ten\u00edan que pasar por WhatsApp y un proceso manual de inscripci\u00f3n. Humanamente era imposible procesar tanto volumen. La agencia propon\u00eda generar a\u00fan m\u00e1s leads.<br>Redise\u00f1amos el proceso: optimizamos el checkout para que fuera m\u00e1s claro, simplificamos la estrategia de pricing y sumamos un chatbot de triaje para filtrar autom\u00e1ticamente. El resultado: escalabilidad real y un aumento notable en las conversiones.<br><\/p>\n\n\n\n<p>En ambos casos, el Product Marketing habr\u00eda sugerido m\u00e1s visibilidad. El Growth Marketing, en cambio, se enfoc\u00f3 en la experiencia del usuario y en mejorar lo interno para que lo externo pudiera rendir al m\u00e1ximo.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">El growth marketing es el <mark style=\"background-color:var(--global-palette2)\" class=\"has-inline-color has-theme-palette-9-color\">secreto para el crecimiento <\/mark>de PYMEs y startups<\/h2>\n\n\n\n<p>Las empresas peque\u00f1as y medianas no siempre tienen recursos infinitos. Por eso, antes de invertir m\u00e1s en publicidad, necesitan asegurarse de que sus procesos internos funcionen.Le growth marketing para PYMEs es la forma de mantenerse \u00e1giles. Permite aprovechar la \u00fanica ventaja competitiva que tiene una pyme contra una corpo: la agilidad.<\/p>\n\n\n\n<p>El Growth Marketing ofrece tres ventajas clave para este tipo de organizaciones:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > .kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap{max-width:unset;}.kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap{padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kt-info-box170_941a3a-3e .kadence-info-box-icon-container .kt-info-svg-icon, .kt-info-box170_941a3a-3e .kt-info-svg-icon-flip, .kt-info-box170_941a3a-3e .kt-blocks-info-box-number{font-size:26px;}.kt-info-box170_941a3a-3e .kt-blocks-info-box-number{font-family:var( --global-heading-font-family, inherit );font-style:normal;font-weight:700;}.kt-info-box170_941a3a-3e .kt-blocks-info-box-media{color:var(--global-palette2, #2B6CB0);background:transparent;border-color:var(--global-palette2, #2B6CB0);border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.kt-info-box170_941a3a-3e .kt-blocks-info-box-media-container{margin-top:0px;margin-right:0px;margin-bottom:16px;margin-left:0px;}.kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:#444444;background:transparent;border-color:#444444;}.kt-info-box170_941a3a-3e .kt-infobox-textcontent h3.kt-blocks-info-box-title{font-size:var(--global-kb-font-size-md, 1.25rem);text-transform:uppercase;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box170_941a3a-3e .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}.kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}@media all and (max-width: 1024px){.kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}}@media all and (max-width: 1024px){.kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}}@media all and (max-width: 767px){.kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}.kt-info-box170_941a3a-3e .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}}<\/style>\n<div class=\"wp-block-kadence-infobox kt-info-box170_941a3a-3e\"><span class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-top kt-info-halign-left\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-number-container kt-info-number-animate-none\"><div class=\"kadence-info-box-number-inner-container\"><div class=\"kt-blocks-info-box-number\"><\/div><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><h3 class=\"kt-blocks-info-box-title\">Flexibilidad<\/h3><p class=\"kt-blocks-info-box-text\">Permite adaptarse a los cambios externos y a los desaf\u00edos internos.<\/p><\/div><\/span><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > .kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap{max-width:unset;}.kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap{padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kt-info-box170_c915d9-82 .kadence-info-box-icon-container .kt-info-svg-icon, .kt-info-box170_c915d9-82 .kt-info-svg-icon-flip, .kt-info-box170_c915d9-82 .kt-blocks-info-box-number{font-size:26px;}.kt-info-box170_c915d9-82 .kt-blocks-info-box-number{font-family:var( --global-heading-font-family, inherit );font-style:normal;font-weight:700;}.kt-info-box170_c915d9-82 .kt-blocks-info-box-media{color:var(--global-palette2, #2B6CB0);background:transparent;border-color:var(--global-palette2, #2B6CB0);border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.kt-info-box170_c915d9-82 .kt-blocks-info-box-media-container{margin-top:0px;margin-right:0px;margin-bottom:16px;margin-left:0px;}.kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:#444444;background:transparent;border-color:#444444;}.kt-info-box170_c915d9-82 .kt-infobox-textcontent h3.kt-blocks-info-box-title{font-size:var(--global-kb-font-size-md, 1.25rem);text-transform:uppercase;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box170_c915d9-82 .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}.kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}@media all and (max-width: 1024px){.kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}}@media all and (max-width: 1024px){.kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}}@media all and (max-width: 767px){.kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}.kt-info-box170_c915d9-82 .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}}<\/style>\n<div class=\"wp-block-kadence-infobox kt-info-box170_c915d9-82\"><span class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-top kt-info-halign-left\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-number-container kt-info-number-animate-none\"><div class=\"kadence-info-box-number-inner-container\"><div class=\"kt-blocks-info-box-number\">2<\/div><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><h3 class=\"kt-blocks-info-box-title\">optimizaci\u00f3n<\/h3><p class=\"kt-blocks-info-box-text\">no siempre crecer significa gastar m\u00e1s, sino mejorar lo que ya existe.<\/p><\/div><\/span><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > .kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap{max-width:unset;}.kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap{padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kt-info-box170_587aa7-86 .kadence-info-box-icon-container .kt-info-svg-icon, .kt-info-box170_587aa7-86 .kt-info-svg-icon-flip, .kt-info-box170_587aa7-86 .kt-blocks-info-box-number{font-size:26px;}.kt-info-box170_587aa7-86 .kt-blocks-info-box-number{font-family:var( --global-heading-font-family, inherit );font-style:normal;font-weight:700;}.kt-info-box170_587aa7-86 .kt-blocks-info-box-media{color:var(--global-palette2, #2B6CB0);background:transparent;border-color:var(--global-palette2, #2B6CB0);border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.kt-info-box170_587aa7-86 .kt-blocks-info-box-media-container{margin-top:0px;margin-right:0px;margin-bottom:16px;margin-left:0px;}.kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:#444444;background:transparent;border-color:#444444;}.kt-info-box170_587aa7-86 .kt-infobox-textcontent h3.kt-blocks-info-box-title{font-size:var(--global-kb-font-size-md, 1.25rem);text-transform:uppercase;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box170_587aa7-86 .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}.kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}@media all and (max-width: 1024px){.kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}}@media all and (max-width: 1024px){.kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}}@media all and (max-width: 767px){.kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap{box-shadow:0px 0px 0px 0px rgba(0, 0, 0, 0);}.kt-info-box170_587aa7-86 .kt-blocks-info-box-link-wrap:hover{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}}<\/style>\n<div class=\"wp-block-kadence-infobox kt-info-box170_587aa7-86\"><span class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-top kt-info-halign-left\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-number-container kt-info-number-animate-none\"><div class=\"kadence-info-box-number-inner-container\"><div class=\"kt-blocks-info-box-number\">3<\/div><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><h3 class=\"kt-blocks-info-box-title\">crecimiento<\/h3><p class=\"kt-blocks-info-box-text\">procesos escalables que permiten mayor retorno.<\/p><\/div><\/span><\/div>\n<\/div>\n<\/div>\n\n\n\n<p><br><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><\/li>\n<\/ol>\n\n\n\n<p>Mi formaci\u00f3n como dise\u00f1adora industrial me lleva inevitablemente a ponerme en el lugar del usuario. Ese es, en definitiva, el coraz\u00f3n del Growth Marketing: <strong>mirar la experiencia con ojos de cliente y ajustar lo que realmente importa para crecer.<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">\u00bfTu empresa sufre de <mark style=\"background-color:var(--global-palette2)\" class=\"has-inline-color has-theme-palette-8-color\">\u201cmiop\u00eda de marketing\u201d?<\/mark><\/h2>\n\n\n\n<p>El concepto de Marketing Myopia, introducido por Theodore Levitt, advierte sobre un error com\u00fan en las empresas: enfocarse demasiado en el producto que venden y no en la necesidad real que est\u00e1n resolviendo para el cliente.<\/p>\n\n\n\n<p>Cuando una empresa cae en esta \u201cmiop\u00eda\u201d, suele concentrarse en producir m\u00e1s, invertir en m\u00e1s publicidad o insistir en destacar caracter\u00edsticas t\u00e9cnicas, en lugar de escuchar y adaptarse al usuario. En pocas palabras: se obsesiona con vender<strong> lo que tiene <\/strong>y se olvida de crear <strong>lo que el cliente necesita.<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">Crecer no es solo vender m\u00e1s, es vender mejor<\/h2>\n\n\n\n<p>Si tu empresa est\u00e1 pensando en c\u00f3mo crecer, preg\u00fantate:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2c445f8e wp-block-columns-is-layout-flex\" style=\"border-top-style:none;border-top-width:0px;border-right-style:none;border-right-width:0px;border-bottom-style:none;border-bottom-width:0px;border-left-color:var(--wp--preset--color--theme-palette-4);border-left-style:none;border-left-width:0px;margin-top:var(--wp--preset--spacing--70);margin-bottom:var(--wp--preset--spacing--70);padding-top:0;padding-bottom:0;padding-left:var(--wp--preset--spacing--50)\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-left-color:var(--wp--preset--color--theme-palette-2);border-left-width:2px;padding-left:var(--wp--preset--spacing--20)\">\n<p>Realmente necesito m\u00e1s leads o <strong>debo optimizar c\u00f3mo los convierto?&nbsp;<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-left-color:var(--wp--preset--color--theme-palette-2);border-left-width:2px;padding-left:var(--wp--preset--spacing--20)\">\n<p>Estoy invirtiendo en publicidad sin revisar mi funnel y mi proceso de compra?<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-left-color:var(--wp--preset--color--theme-palette-2);border-left-width:2px;padding-left:var(--wp--preset--spacing--20)\">\n<p>Estoy escuchando a mi usuario o solo empujando mensajes hacia afuera?<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>El verdadero poder del Growth Marketing est\u00e1 en que no busca solo vender m\u00e1s, sino vender mejor. Y cuando se logra eso, el crecimiento deja de ser una ilusi\u00f3n y se convierte en una realidad sostenible.<\/p>\n<\/div><\/div>\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>In my experience working with SMEs and startups, I have often encountered the same situation: teams that believe that the solution to all their problems is to \u201cadvertise more\u201d or \u201cproduce more content\u201d. And yes, visibility is important, but it is not always what stops growth.<\/p>","protected":false},"author":2,"featured_media":273,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"default","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[4,3,1],"tags":[],"class_list":["post-170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-growth","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Product Marketing vs Growth Marketing - Lupp Studio<\/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:\/\/luppstudio.com\/en\/product-marketing-vs-growth-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product Marketing vs Growth Marketing - Lupp Studio\" \/>\n<meta property=\"og:description\" content=\"En mi experiencia trabajando con PYMEs y startups, me he encontrado muchas veces con la misma situaci\u00f3n: equipos que creen que la soluci\u00f3n a todos sus problemas es \u201chacer m\u00e1s publicidad\u201d o \u201cproducir m\u00e1s contenido\u201d. 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