OnBase: Smashing Sales and Marketing Misalignments Ep. 408 | Decoding Regional Shifts, Localization, and Inspiring Insights in the B2B Landscape
Episode Summary
In this episode of Sunny Side Up, host Ryan Schimmel and Diana Morante discuss the marketing metamorphosis at Intelsat, exploring the transition from centralized to regional marketing and the key drivers behind this strategic shift. Diana highlights the significance of localization in connecting with specific audiences and emphasizes the importance of staying close to customers to adapt marketing strategies accordingly. They also delve into the dynamic focus markets of Intelsat, with a focus on Brazil and Mexico, driven by unique growth opportunities and cultural diversity. Diana shares valuable advice for B2B marketers, advocating for a customer-centric mindset, fostering a culture of innovation, and leveraging technology and automation to streamline processes. Throughout the conversation, Diana offers insights into successful regional marketing strategies and the role of partnerships in enhancing credibility and reach.
About the Guest
Diana Morante is the Head of Marketing & Communications Americas at Intelsat. Diana brings a wealth of experience in leading regional teams, strategic planning, branding, and driving revenue growth in the technology industry. With a history spanning HP, Zed, Nortel, and Ricoh, Diana’s experience spans hardware, software, and services from a variety of go-to-market perspectives. She holds an Executive MBA from Florida International University and has completed coursework in renowned institutions in both Psychology and Digital Marketing.
Key Takeaways
- Intelsat is a global brand with a mission to connect people, businesses, and governments to maximize human potential through network services and broadcast capabilities.
- The shift from centralized marketing to a regional approach aims to leverage local insights and better connect with target audiences to achieve relevance and trust.
- Brazil and Mexico are key focus markets for Intelsat due to significant growth potential and diverse business landscapes in these regions.
-Localization goes beyond translation and involves adapting marketing strategies to resonate with local audiences' cultural characteristics and preferences.
- Segmentation is crucial when entering new markets, enabling marketers to tailor messages and value propositions to specific regions.
- Building partnerships with local industry experts and associations can enhance credibility and expand reach in new markets.
- Embrace a customer-centric mindset by staying close to evolving customer needs, gathering feedback, and using data-driven insights to inform marketing strategies.
- Foster a culture of innovation within marketing teams, encouraging creativity, risk-taking, and ongoing learning to adapt to changing customer preferences.
- Leveraging technology and automation, such as AI, can streamline marketing processes, enhance efficiency, and provide real-time customer insights.
- When transitioning from a centralized marketing approach to a regional one, it's essential to conduct market research and analysis of competitors, cultural factors, and local business drivers.
- To succeed in a regional marketing approach, marketers should continuously communicate the value proposition and benefits of their offerings to customers and adapt to local regulations.
Quote
“Embrace a customer-centric mindset. Stay close to your customers, evolving needs, preferences, and pain points is key.” – Diana Morante
Recommended Resources
Books
Blog
Shout-outs
Neil Patel – Co-Founder at Neil Patel Digital
Simon Sinek – Speaker and Author. Founder at The Optimism Company
Maureen Stevens – VP of Marketing at Intelsat
Connect with Diana Morante | Follow us on LinkedIn | Website