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The B2B Marketing Benchmark

LATAM Edition

Download the regional report

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)
Illustration of a collection of logos such as Vale, Embraer, Cosan, Globo, Itau, Sicredi, and Totvs.

Defining what Successful B2B Marketing Looks Like

LinkedIn’s new brand metric, called the B2B Index, measures brand heat in B2B.

Jim Habig

VP of Marketing, LinkedIn

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"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."

Learn more about the trends shaping B2B

Download the regional report
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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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Unlock deeper insights about where B2B marketing budgets are trending

Download the regional report
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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

LATAM

78%

Globally

61%

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.

LATAM

44%

Globally

35%

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.

LATAM

98%

Globally

84%

Diversity, Equity & Inclusion

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

LATAM

71%

Globally

58%

Equip your B2B marketing organization for today and the future

Download the regional report
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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.

61%

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.

44%

Understand the latest channels and tools to drive B2B marketing success

Download the regional report
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Further Resources

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Marketing Success Hub

Find tips on how to set up a campaign, audience targeting, bid management and more.

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Get Started with LinkedIn Advertising

How to create a company page, launch a campaign and boost an organic post.

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LinkedIn Ads Blog

Get inspiration, insights and innovative ideas to help you achieve B2B marketing success.

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LinkedIn Collective

Groundbreaking insights from the world of work curated by our team of B2B marketing experts.

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Identify and analyze the trends shaping B2B

Get the knowledge and tools marketing leaders need to influence B2B growth in an increasingly tumultuous world

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