Latin American Market Development

1. Created by Ana Lucia Amaral
A New Kind of Professional
Latin American Market Development
Ana Lucia Amaral
Growth Hacker | Business Development, Sales, Marketing, PM and
Language Engineer Specialized in Latin America
A New Kind of Professional

2. 1PLAN
Create a
marketing strategy
OPPORTUNITY
Review marketplace and set objectives
☐☐ 1. Review LATAM marketing capabilities
associated with Global marketing
☐☐ 2. Review performance using KPI dashboards
after customizing analytics for our business
☐☐ 3. Summarize customer insight in customer
personas and customer journey maps
☐☐ 4. Audit brand and benchmark competitors
☐☐ 5. Review influencer outreach, co-marketing
and intermediaries
☐☐ 6. Define SMART objectives with conversion
spreadsheet models to quantify opportunity
STRATEGY
Create strategy
Review how our digital proposition and
communicate it using digital targeting techniques:
☐☐ Select target market segments and personas.
Define digital targeting approaches
☐☐ Define our online value proposition (OVP)
including review of business and revenue model,
brand positioning and integration with traditional
channels
☐☐ Review marketing mix for online options for the
4Ps - Product, Price, Promotion and Place
ACTION
Implement and manage digital
marketing communications
RECOMMENDATION
o Structure our plan to define the
opportunity, strategy and action
o Associate the Global Marketing to be a
Local Marketing
o Investigate our LATAM Competitors
o Implement our Local presence via
digital branding
o Share success
o Find partners
o Associate with the best brands
o Speak their language and understand
their culture
Make smart approach and optimize our
digital communications across all key
customer touchpoints:
☐☐ Reach: Build our audience by integrating
local marketing + sales training +
branding
☐☐ Act: Using content marketing and persuasion
to prompt brand interaction and leads
☐☐ Convert: Use conversion rate optimization to
boost online and offline sales
☐☐ Engage: Develop customer loyalty and repeat
sales
LATAM Marketing / Business Development / Localization / Sales Integration Plan | www.analuciaamaral.com © 2016 Ana Lucia Amaral

3. 2REACH
Grow our
audience
RECOMMENDATION
INVEST IN CONTINUOUS LOCAL MARKETING
WITH GLOBALIZATION > LOCALIZATION
PROCESS MANAGEMENT
Ensure quality of communication
Implement QA for ES/PT
Create templates
Training
Branding
Social Responsibility* (key impact in LATAM)
Evaluate KPIs and KSIs
GROWING REACH
Reach involves building awareness of our brand,
products and services on other websites and in
offline media to build traffic to different web
presences like your main site, microsites or social
media pages. It involves maximizing reach using
continuous inbound communications and
planned campaigns to create multiple interactions
using different paid, owned and earned
media touchpoints.
OPPORTUNITY
Define our online/offline audience
potential
Set realistic targets for building traffic,
awareness and social media followers
☐☐ Define dashboards to review effectiveness of
current digital media in analytics
☐☐ Review current use of digital media and
opportunities to improve
☐☐ Set VQVC (volume, quality, value, cost)
objectives using conversion budget models
STRATEGY
Select the best communications options
Our customer acquisition strategy should:
☐☐ Define key brand messages to grow audience
awareness, familiarity and purchase intent
☐☐ Select relevant media and targeting
☐☐ Link to your content marketing strategy (Act)
☐☐ Prioritize channel media spend, summarized in
a conversion-based media plan and budget
ACTION
Optimize our communications
Work on optimizing Local Marketing via CAT
Tools
☐☐ PR, influencer outreach and SEO
☐☐ Optimize MSO
☐☐ Create Style Guide/Glossary/Language Portal
☐☐ Review relevance of affiliate and partner
marketing
☐☐ Local social media marketing optimization
LATAM Marketing / Business Development / Localization / Sales Integration Plan | www.analuciaamaral.com © 2016 Ana Lucia Amaral

4. 3ACT
Encourage brand
interactions and leads
RECOMMENDATION
DEVELOP A LOCAL CONTENT MARKETING
STRATEGY
A content marketing strategy will integrate
our online communications to fuel lead
generation and power inbound marketing to
grow our reach
INCREASING INTERACTIONS
Act is short for Interact. It’s a separate stage from
conversion since encouraging LATAM interactions
on websites and in social media to generate leads
is a big challenge for online marketers. It’s about
persuading site visitors or prospects to take the
next step, the next Action on their journey when
they reach our site or social network presence.
OPPORTUNITY
Identify best options to increase
lead conversion
☐☐ Review customer journeys by
language/country and economic factors
☐☐ Review Local social media and mobile
marketing platform engagement
☐☐ Define goals, events and dashboards for
measuring customer interactions
STRATEGY
Prioritize content marketing and
customer journeys
☐☐ Define customer personas
☐☐ Define content marketing plan
☐☐ Create website and market improvement
plan including localization/transcreation
ACTION
Manage content marketing and
lead generation
☐☐ Create local campaign plan, editorial calendar
and outreach plan
☐☐ Create local content assets including
video marketing
☐☐ Provide training for sales team, create
templates, build employees branding
LATAM Marketing / Business Development / Localization / Sales Integration Plan | www.analuciaamaral.com © 2016 Ana Lucia Amaral

5. 4CONVERT
Increase sales
through CRO
RECOMMENDATION
Set up a CRO (Conversion Rate
Optimization) program. Many businesses still
don’t invest to optimize their websites to
maximize online sales or referrals to other
channels.
Optimize > Localize > Integrate > Share
Be there, be everywhere!
INCREASING CONVERSION
This is the conversion from lead to sale. It involves
getting our LATAM audience to take that vital next
step which turns them into paying customers.
OPPORTUNITY
Review focus to increase conversion to sale
☐☐ Economic issues are opportunity
☐☐ Review multichannel interactions to
increase revenue
☐☐ Review LOCAL analytics and customer
feedback
STRATEGY
Create an approach for conversion
rate optimization
☐☐ Define online conversion rate optimization
(CRO) approach
☐☐ Define how key online communications
(search, email, social, mobile) drive sales
☐☐ Define offline integration paths to purchase
ACTION
Manage continuous
improvement of conversion
☐☐ Implement CRO through test plan for AB and
multivariate site tests and experiments
☐☐ Implement Local analysis
☐☐ Optimize LATAM ROPO behavior
(Research Online-Purchase Offline)
LATAM Marketing / Business Development / Localization / Sales Integration Plan | www.analuciaamaral.com © 2016 Ana Lucia Amaral

6. 5ENGAGE
Build customer
loyalty and advocacy
IMPROVING CUSTOMER
ENGAGEMENT
This is long-term engagement that is,
developing a relationship with first-time buyers
to build customer loyalty as repeat purchases
using local communications on our site, social
presence, email and direct interaction. I am
also looking to build advocacy or
recommendations through ‘word-of-mouth’.
STRATEGY
Define plan to improve
customer retention and engagement
☐☐ Create LATAM customer engagement plan
☐☐ Create personalization and merchandising
plan to keep LATAM consistency
☐☐ Create customer contact plan (email
marketing and social media marketing)
RECOMMENDATION
Create a Customer Lifecycle
Communications Plan
Map all customer touchpoints to create a
plan to use Marketing Automation to deliver
personalized relevant messages by
Email, Social Media and Web.
OPPORTUNITY
Review potential to increase
customer activity levels
☐☐ Review customer loyalty and share success
☐☐ Participate in local events
☐☐ Review effectiveness of customer
communications
ACTION
Implement online customer
communications plan
☐☐ Implement and refine LATAM personalization
rules (templates, social media, branding, etc.)
☐☐ Customer onboarding including event-trig-
gered personalized emails and e-newsletters
☐☐ Manage social media and email campaigns for
customer engagement and advocacy (in Spanish
and Portuguese)
LATAM Marketing / Business Development / Localization / Sales Integration Plan | www.analuciaamaral.com © 2016 Ana Lucia Amaral