Business
Applying Consumer Goods Marketing to the IT Industry
Simone Justiniano explains how experience with major retail and automotive brands sets B2B strategy apart.
Transitioning from consumer goods to tech brings structured brand expertise to a sector often seen as technical and standardized. Simone Justiniano, marketing director at Delfia, explains how a B2B2C approach humanizes corporate communication.
Simone Justiniano, marketing director at Delfia, discussed the challenges and advantages of moving from major consumer goods and automotive operations to the information technology sector during a conversation with Bruno Gimenes on Marketing - The Podcast.
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The barrier of insular industries and non-linear careers
Highly specialized industries often favor professionals who built their careers within the same ecosystem. According to Justiniano, the tech market shares the pharmaceutical sector's tendency to look for profiles that are already fluent in technical jargon.
Justiniano faced initial resistance when joining the IT sector after stints at companies such as Peugeot Citroën and Cacau Show. "I think that at the beginning, whenever people spoke to me, they'd say, 'You're not from IT, right?' I had to prove myself a lot, but today I realize those two experiences are what make the difference and have been transforming Delfia's results from a brand and marketing perspective," she highlights.
From black box to the B2B2C concept in technology
Communication in the IT sector tends to focus heavily on technical specifications like cloud and integrations, leading to a standardized visual and corporate identity. For Justiniano, the key differentiator lies in remembering that corporate purchasing decisions are made by people.
"A corporate client carrying a company badge is still a person. We sell a solution to IT managers and decision-makers, which is my ICP, but deep down we are also aiming to talk to our client's customer," Justiniano states. She defines this model as B2B2C, where selling to IT leaders focuses on solving end-user problems such as cart abandonment and revenue retention.
Applying big-brand playbooks to B2B
Drawing comparisons to recent moves in the pharmaceutical sector, such as Cimed's repositioning powered by outside hires, Justiniano points out that cross-industry diversity strengthens value creation in tech companies.
In the video above, Justiniano details how established marketing frameworks from multinationals and retail chains create tangible B2B impact. "I had the privilege of working in structured marketing teams, covering the entire marketing ecosystem with everything it encompasses. Bringing that expertise to Delfia today has made all the difference, helping us build genuine connections and true authenticity," she concludes.
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