Key B2B Marketing Strategies for Success in the Chilean Market
By Sebastián Vázquez, Country Manager, MarketLogic Chile
In the unique Chilean business landscape, B2B marketing strategies play a crucial role in the success of companies in this sector. The processes of identifying specific needs, regulatory framework, and supplier selection policies require a plan of action that goes beyond product quality, price, and service.
Concepts like B2B demand generation, relationship-building events, Account-Based Marketing (ABM), and marketing automation stand out as fundamental pillars for achieving business objectives. In this article, we explore how these strategies can position companies at the forefront of the B2B market in Chile, drawing from our experience at MarketLogic, not only locally but also incorporating strategies and tactics we have implemented regionally with various companies, industries, and countries.
Moreover, MarketLogic can help you not only locally with B2B demand generation but also in globalizing or centralizing your B2B marketing activities when you need coverage in other countries. We have offices and local teams in the United States, Mexico, Guatemala, Colombia, Peru, Argentina, and a global network of partners through BBN.
Demand Generation: Driving Growth through Audience Optimization
Demand generation is the process of informing, educating, and creating interest and desire for a company’s products or services. It sounds logical, but with the variety of options available in the market, reaching the right audiences often becomes a frontline challenge. In the B2B context, this involves a combination of digital and traditional marketing tactics to attract and convert qualified leads. In Chile, demand generation is essential to maintaining a steady flow of potential clients and supporting sustainable business growth.
One of the most effective tactics for demand generation is content marketing, with both a rational and emotional perspective. This allows us to address audiences by highlighting the main issues in their market based on their needs, offering them the technologies, products, or services that solve them, and then positioning success and use cases from the brand’s experience. Besides the message described, we must always strive to understand and optimize the audience to whom we direct this message.
With Account-Based Marketing, we can directly reach specific decision-makers, segmented by companies, geographies, buyer personas, and potential product and service needs, without increasing the funnel with prospects who have no influence or interest in our service offering.
B2B Events and Experiences: Face to Face with Our Target Audience
Once the challenge of reaching the right audience and engaging them with key messages is resolved, B2B events are a powerful platform for establishing relationships, generating leads, and strengthening brand image. And, of course, our B2B Sales Acceleration methodology and opportunity follow-up are the perfect complements to monetize B2B prospecting investments.
In Chile, B2B events offer the opportunity to connect face-to-face with decision-makers, enabling deeper and more personalized interaction than other forms of marketing. From trade shows to conferences and webinars, B2B events facilitate knowledge exchange and product demonstration in a collaborative environment.
To maximize the impact of B2B events, careful planning and flawless execution are essential. Likewise, the process of discovering key accounts and the roles we need to engage should be aimed at ensuring a sufficient number of prospects to make our event’s attendance rate profitable. This includes developing appropriate and engaging experiences for participants, creating compelling content, and preparing sales and marketing teams to interact effectively with attendees.
Moreover, marketing automation technologies help to follow up and nurture the leads generated at these events, so no opportunity is lost.
Marketing Automation: From Interest to Purchase Order, There’s a Long Journey in B2B Demand Generation
The purchase cycle in Chilean B2B segments can range from 3 to 9 months, or even longer when dealing with tenders. During this time, constant strategic communication is required to provide arguments as to why the prospect and their company should trust their budget in our value proposition.
This nurturing process requires additional effort from marketing teams and especially from commercial teams, who must have the capability, resources, and appropriate material to provide the necessary knowledge for decision-making.
Marketing automation is an indispensable tool for B2B companies looking to optimize their processes and improve efficiency.
This technology automates repetitive tasks such as email sending, social media campaign management, and database segmentation. But beyond efficiency, the true value of marketing automation lies in its ability to personalize customer interactions, a crucial factor in demonstrating that our value proposition is far from a commodity and perfectly fits the industry or specific needs of each prospect.
In the Chilean market, where customer expectations are constantly evolving, personalization becomes a key differentiator. Using marketing automation tools, companies can analyze customer behavior, segment their audiences, and send highly relevant messages at the right time. This not only improves the customer experience but also increases conversion and loyalty rates.
At MarketLogic, we help hundreds of local and regional companies grow their business beyond B2B marketing agency services by engaging in their commercial processes and needs to gain a deep understanding of their market. This ensures a long-term, omnichannel B2B strategy.
Our goal is to help companies understand that B2B demand generation in Chile is not a 100-meter sprint but a long-distance marathon that must be sustainable and evolutionary over time to ensure sustained growth.
You can check out our methodology and some success stories or contact our Country Manager in Chile, Sebastian Vásquez, to address your needs.
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