Trends, innovations and successes

Summary
B2B marketing in Brazil is evolving and gaining relevance thanks to digital strategies, local bibliography such as “Jornada Marketing B2B” and success stories that inspire advancements and professionalization of the sector.

B2B Marketing is gaining strength and new references in Brazil:

B2B marketing is experiencing a turning point in Brazil. In a scenario marked by long sales cycles, complex decision-making and less availability of local bibliography, companies have sought more strategic and collaborative ways to professionalize their practices. The publication “Jordana Marketing B2B”, recently launched in São Paulo, appears to be an important step in this evolution by bringing together more than 20 experts from segments such as technology, energy, education and insurance.

Organized by Simone Justinio, marketing director of Delfia, the work seeks to fill a gap in the market: the scarcity of a national bibliography focused on B2B based on Brazilian realities. “We believe in the power of B2B marketing to transform businesses and brands, especially in segments that have been operating behind the scenes for a long time,” says Simone.

Delfia also sponsors the project and thus strengthens its commitment to innovation and digital maturity in the business ecosystem. Additionally, the publication presents insights for businesses looking to adapt to complex business-to-business buying journeys, scenarios where decisions involve multiple stakeholders, long cycles, and the use of digital channels.

International experts reinforce this urgency. Consulting firm Gartner estimates that by 2025, approximately 80% of business interactions between businesses and B2B customers will occur on digital channels, reflecting the transformation of corporate relationships to online environments. The book covers topics that have gained importance in business strategies, such as ABM, the use of artificial intelligence, storytelling, content focused on demand generation and the rise of branding in B2B, once considered secondary and now crucial for differentiation in competitive markets.

Brazilian B2B is truly experiencing a phase of accelerated professionalization. An example is the strategy developed by Cadastra, a technology, communication and data services company, for Compra Agora during the “Black Ofertas” campaign, which increased clicks by 12 times with an increase of more than 1,100% compared to the previous year, demonstrating the strength of an approach aligned with the real needs of retail.

“We created a strategy to expand market reach and performance, taking into account all channels and touchpoints of its users’ journey. Through data-driven decision-making, we strengthened the brand’s presence and built a more lasting connection with its audience,” highlights Adriana Campos, COO of Cadastra and CEO of Adtail.

In a Brazil where B2B marketing is still struggling for maturity and benchmarks, “initiatives such as ‘Jornada Marketing B2B’ help establish stronger foundations for the sector to advance in maturity with data, market protagonists and cases that inspire the next generation of business strategies” concludes Simone Justinio, from Delfia.