Global B2B Marketing Benchmark | Download Annual Report

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Latin America - Brazil Spotlight

B2B CMOs in LATAM are setting themselves up for success. Because of the expanding role of CMOs in driving business intelligence decision-making, and the skills they're building among their teams to demonstrate the impact of brand building, LATAM is poised to be at the forefront of technology adoption and preparedness for future challenges.

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Regional B2B Leaderboard

Top Brands in Latin America - Brazil

Leveraging LinkedIn’s B2B Index, The B2B Leaderboard identifies a distinct cohort of B2B companies worldwide that excel at brand building. By examining factors such as creativity, distribution and investment, we generate a composite score for every organization in the B2B Index. This allows us to build a comprehensive and comparable assessment of effective B2B brand building for companies within the same industry. Not just one, but four regional lists (APAC, EMEA, LATAM-Brazil, NAMER) complement a singular global index, underscoring these brands’ diverse and widespread influence.

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LinkedIn calculates the B2B Index by looking at three dimensions that signal strong performance on the platform:

Brand Investment
(Examples: Paid Spending, Posting by Company Executives)
Brand Creative Quality & Investment Effectiveness
(Examples: Dwell Time, Customer Outcomes)
Brand Advocacy & Visibility
(Examples: Qualified Applications, Non-Employee Mentions)

Jim Habig
VP of Marketing, LinkedIn

"Our composite score takes into account the most important features of a strong B2B brand: creative quality, investment and audience intent. We're using this index to analyze best-in-class B2B work, and our leaderboard celebrates the organizations that stand out for their brand work."

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B2B Budgets & Outlook

Despite economic unpredictability, B2B budgets in LATAM are holding steady, and in certain instances, experiencing slight growth.

In LATAM, 7 out of 10 marketers say their focus on generating new business is much higher than retaining existing customers.

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The B2B Marketing Organization

As the role of the CMO undergoes transformation within the C-Suite, attributes such as problem-solving, innovative thinking and agility/adaptability are gaining increased significance for both leaders and their teams.

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Skills

B2B marketing leaders in LATAM say problem solving and MarTech/data analytics proficiency are significantly more important current skills in their role. In fact, 2 in 3 state MarTech/data analysis mastery will be the top skill for their role in the next 1-2 years.

Importance of Marketing Technology/ Data Analytics Mastery: LATAM vs. Globally

The Evolving Role of the CMO

A significantly higher percentage of LATAM B2B C-Suite believe the role of the CMO has evolved to have more influence over data management and business intelligence decisions.

Almost all B2B Marketing CMOs in LATAM say they have strengthened their skills to demonstrate B2B marketing impact to help the CFO & CEO understand the value of brand marketing.

Diversity, Equity & Inclusion

Promoting DEI initiatives within the organization is a top initiative among LATAM organizations.

B2B Marketing Strategies

Influencer marketing and social media are popular in LATAM.

LATAM (61%) stands out compared to other regions regarding their use of influencer marketing, with projected use expected to grow (79%) according to B2B marketing leaders.

The likelihood of AI use is high globally. Enthusiasm is highest in LATAM with 44% saying they are very likely to use AI for advertising versus 31% globally.