Business
How to Build Provocative and Strategic B2B Marketing
Simone Justiniano, Marketing Director at Delfia, explains how to overcome tight budgets and educate leadership.
Simone Justiniano discusses the transition of B2B marketing from an operational support role to a strategic, proactive driver in tech companies. The marketing director details the challenges of building departments from scratch and communicating effectively with the C-suite. The conversation also explores how budget constraints can fuel creative problem-solving.
Simone Justiniano, Marketing Director at Delfia, spoke with Bruno Gimenes on Marketing - The Podcast about the need for B2B marketing to adopt a more strategic and provocative stance within organizations. The discussion is part of an episode that also explores career transitions, brand positioning, and commercial alignment.
For Justiniano, working in the corporate sector—especially in tech consulting—requires transforming a department traditionally viewed as back-office support into a proactive voice. In the video above, she details the evolution of the department and the challenges faced while building the brand from the ground up.
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Building leadership in B2B marketing
Transitioning from an operational mindset to a leadership role requires time and consistency. Justiniano recalled that her journey at the company started with tight resources before reaching its current scale: "I had a budget of R$ 2,000 a month, so I had to prove that I needed more. Today, my budget is in the millions. What I mean is, everything is a process."
According to Justiniano, IT consulting departments have often been designed to work behind the scenes, making the creation of a distinct brand identity a cultural shift. In Justiniano's words: "For anyone who chooses B2B, especially in tech consulting—a segment that was practically born to stay behind the scenes—deciding to build a consulting brand means you want that brand to stand out, to have an identity, and to take center stage."
Adapting the message to speak business
Championing strategic positions and pitching brand initiatives requires resolve and a willingness to handle internal pushback. For Justiniano, communications professionals must have "the courage to ruffle feathers, the courage to disagree, and the courage to be seen as different."
Beyond resilience, effective communication with other business units depends on translating technical marketing jargon into business language. "Today, a communicator isn't just someone who speaks; they have to adapt their message to different audiences," Justiniano emphasized, highlighting the need to align expectations with the board and product managers through clear KPIs.
Creativity in the face of resource constraints
Budget limitations are a common reality in B2B markets compared to mass consumer goods. This dynamic demands innovative problem-solving rather than heavy media spending.
Citing a remark by Caito Maia during an internal company event, Justiniano reinforced that scarcity fosters innovation: "Creativity truly flourishes in an environment of scarcity." For her, the competitive edge in B2B strategy often lies in analytical capability and clear positioning, concluding that "it's not always about the budget. Sometimes, it's about having one great idea."
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