Webcast
FREE 7 min
FULL 33 min

Understanding B2B buyer needs
in LATAM

In this webcast, Sylvia Rence explores how B2B companies can approach LATAM as a growth market with greater regional, cultural, and buyer-level precision. She discusses the importance of local context, relationship-building, sales and marketing alignment, social proof, and tailored messaging in creating Go-To-Market strategies that resonate across diverse LATAM markets
Sylvia Rence
Vice President of Marketing,
KeyData Cyber & BeyondID

What you will learn

What B2B marketers need to consider when operating in the LATAM region – and which psychological drivers shape buyer behavior and decision-making across its diverse markets
What mindset shift leaders should make before expanding into LATAM – and how AI, automation, and evolving buyer behavior will shape the region's marketing landscape in the years ahead
How the dead click economy manifests in LATAM, and what messaging priorities and personalization approaches genuinely resonate with regional buyers
How to validate messaging before launching in a new LATAM market, and what sales and marketing alignment practices support consistent regional growth

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper




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Full 33-min webcast

The complete session including LATAM as a growth market, buyer psychology and decision-making dynamics, the dead click economy, messaging and personalization priorities, message validation strategies, sales and marketing alignment, and a forward-looking perspective on AI and evolving buyer behavior across LATAM
Sylvia Rence
Vice President of Marketing,
KeyData Cyber & BeyondID

Expert

Sylvia Rence is an executive marketing leader with over a decade of global experience spanning B2B IT, AI, SaaS, cybersecurity, and professional services. With formal training as a Licensed Clinical Psychologist, she approaches marketing through a deeply human lens, focused on understanding people, behavior, and motivation to drive meaningful and sustainable business growth.

Having lived and worked across North America, South America, and Europe, Sylvia brings a cross-cultural perspective to building authentic connections between companies and their audiences

Who is this for?

B2B marketing leaders and GTM strategists who are entering or expanding within LATAM and want a psychologically grounded, culturally precise approach to understanding regional buyers – rather than treating the region as a single, homogeneous market

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