More than Where, How? B2B in Latin America

When talking about the digital presence of B2B companies in Latin America, the first thing to keep in mind is that we are in a region that, despite not having a lot of early adopters, when a trend rises, we manage to exploit it in the best way.

According to the report “Broadband Status in Latin America and the Caribbean 2016”, by the Economic Commission for Latin America and the Caribbean (ECLAC), population Internet access increased by 54.4% in the last 5 years in the region. The question is no longer whether B2B companies should be in digital environments, but how they should participate in such channels.

In 2016, Latin America surpassed the rest of the world in terms of participation in social networks. The companies located in this region received 5,444 messages, when the world average is 2,747 messages. However, companies in Latin America and the rest of the world are short in response to the messages received: 11.8% in the region, compared to 10.7% in the world average, figures not very encouraging. This last report shows that, despite having a strong presence in digital environments, industries in Latin America still have much to learn about how to take advantage of these environments.

As mentioned at the beginning of this article, Latin America isn’t a region that launches itself into new practices. Inbound Marketing is an example of this. While the United States outperforms us widely in this regard and even more in the B2B business market, we keep asking ourselves if we should adopt inbound marketing as a business-marketing tactic.

Although 93% of Latin American users never click on a banner and the use of ad blockers is becoming more common, the investment in digital advertising in the region is increasing, showing us that despite the fact that digital environments give us all the tools to know the behavior of our audiences, we seem not to learn them. One of the primary problems lies precisely in our ignorance about these tools and the vision that success in these environments is measured through likes and not through valuable connections.

Something that B2B companies tend to forget is that those who are behind purchase decisions are the people with the same information, entertainment and background needs as those found in B2C markets. What is most aggravating is that to these people, the arrival of the Internet has not meant a simplification in the processes. On the contrary, the excess of information has generated more time lapse in their processes of purchase.  The decision makers are noticing it; more than 33% of them are in agreement.

So … does your digital marketing department still measuring your success by number of likes?