We move from B2B to B2H
The B2B market could reach US$37.1 trillion globally by 2027, according to data from AgileIntel Research. But the figure exposes a territory still unexplored by the agency market in Brazil. SoftwareOne’s budget, which invests 4% of its revenue in marketing in the country, has tripled since 2020, but the Swiss cloud solutions consultancy cannot find partners capable of understanding the sector’s peculiarities.
“It’s difficult to find a good B2B communications agency. In general, they perform, but not the storytelling we need to create relationships”, complains Renata Mello, marketing director at SoftwareOne, who on June 11th held the ‘SoftwareOne experience’, at the Autódromo José Carlos Pace, in Interlagos (SP ).
The event brought together partners to discuss the impact of technology on business. Participants were also able to travel around the Interlagos track aboard Mercedes-Benz AMG GT4 racing models. “We don’t hold an event for the sake of the event. We generate unforgettable experiences and relevant content. Event is the end and not the beginning of the funnel”, guarantees Renata, who works with Rock Content for content; Hubfy for performance; and Aprile for networking events.
“We are signing a contract with the second digital agency”, says the executive.
According to Renata, there is a lack of theory, knowledge of resources and platforms, and passion to go beyond e-books. Kept secret, some agencies are on SoftwareOne’s radar. But the B2B market also needs to evolve. “It’s no longer companies negotiating with companies, but people buying from people. We moved from B2B to B2H. The segment, however, is still very focused on events”, highlights Renata.
Read the full article in the issue of propmark June 17, 2024
