B2B Marketing: Integrating Strategies for Complex Sales

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At the invitation of the National Association of the Digital Market and Industry (AnaMid), Agência Sabiá attended the event “B2B Marketing: Advanced Strategies for Technology and Complex Sales” held on October 8 at the Mescla innovation space at PUC Campinas. The event brought together experts to explore the challenges and specific strategies of B2B marketing, covering everything from building lasting relationships with customers to applying methodologies such as ABM (Account-Based Marketing) and inbound marketing to attract and engage customers in the technology sector and in complex sales.

Complex Sales: A Long Decision Cycle and Multiple Touchpoints

The concept of complex sales permeated much of the discussion, highlighting cambodia whatsapp number database these usually involve multiple decision-makers within companies and a sales cycle that can last six months or more. In the B2B environment, the process is characterized by a high level of interaction between the parties and a focus on building trust and transparency, which are essential for decision-making.



Innovation and Relationship: The Vision of CEO Rose Ramos of Match <IT>
Rose Ramos, CEO of the startup Match <IT>, opened the event with an introduction to the concept of the four Ps of marketing, with an emphasis on the “P” for promotion. Rose introduced Match <IT>, a startup that uses Artificial Intelligence to articulate and build innovation processes within large companies. In her talk, Ramos discussed the relevance of financial metrics in B2B marketing, emphasizing that revenue and margin are the main indicators of success. Match <IT> adopts a strategy that divides its marketing between two distinct audiences: the first, formed by corporations seeking innovation, especially focused on digital transformation, and the second, by IT service providers seeking new business. For the corporate audience, Match <IT> invests not only in online actions, such as visibility of success stories on social media, but also in in-person events and offline actions, aiming to build closer relationships and create a solid foundation of trust.

For the second audience, suppliers, the strategy focuses on digital visibility and online content. Rose explained that Match <IT> uses a variety of digital tools, such as blogs, webinars and social media, to strengthen its online presence and highlight the value that its partners can bring to the market. “Online promotion allows IT suppliers to position themselves in a competitive market and reach a wider audience effectively,” said Rose. She also emphasized the need to tailor the message and communication channels for each segment, ensuring that marketing efforts translate into tangible results for both audiences.



ABM in Action: Renan Machado and Buildbox's Strategy
Renan Machado, a representative of Buildbox, shared the company's history and business model, which was founded in 2013 at the Unicamp innovation hub as a software house. Today, Buildbox offers customized solutions to large Brazilian companies, such as Grupo Petrópolis and XP Investimentos, focusing on high added-value services with the allocation of specialized squads in the development of digital products. The company adopts an approach guided by long-term relationships, with a sales process designed to meet the specific needs of its clients, most of whom are large organizations that consider innovation to be a competitive advantage.

At the event, Machado detailed how Buildbox uses Account-Based Marketing (ABM). Among the projects that have yielded interesting results, he mentioned participation in WebSummit. With careful planning, Buildbox defined a list of target accounts and used paid media on LinkedIn to maximize visibility with key decision makers at each company. During WebSummit, the Buildbox team had the opportunity to meet in person with several of these decision makers, which resulted in a positive conversion rate of 40% for meetings, in addition to an excellent fit between the profiles approached and the company’s ideal customer profile. Machado stated: “ABM allows us to focus on the right contacts, ensuring that we are building relationships that truly add value and drive business growth.”



Pedro Braga and the lessons from an agency specializing in the technology sector
Pedro Braga, CEO of Agência Sabiá, began his presentation by highlighting the essential differences between B2B and B2C marketing. In B2B, the focus is not just on selling products or services, but on building solid, long-term relationships. “While B2C is generally focused on quick conversions, B2B is a much more complex journey, involving multiple decision-makers and a long sales cycle. The challenge lies in understanding the dynamics and specific needs of each company, and not just selling, but adding value in each interaction,” explained Pedro. He pointed out that Agência Sabiá has specialized in adapting these strategies to serve technology clients, offering an approach that connects innovation with business objectives.

In Agência Sabiá’s experience, working with technology companies requires a deep understanding of the client’s context and target audience. Pedro shared that one of the agency’s differentiators is its ability to adapt campaigns to local markets and cultures, valuing personalization. “When working with technology, we need to communicate complex ideas in an accessible and relevant way to different audiences. Each piece of content must be designed for the client’s specific profile and the level of digital maturity of their audience,” he highlighted. This approach allows the agency to build effective strategies that expand reach and directly impact the results of its clients.