Business
How to Turn Marketing Metrics Into Business Data
Simone Justiniano explains internal communications at Delfia, board-level dialogue, and creating a proprietary image bank.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Delfia Marketing Director Simone Justiniano discusses the challenges of internal communication in the B2B tech sector. Justiniano explains how to translate marketing metrics into business language and details the creation of a proprietary image library highlighting Brazilian diversity.
Simone Justiniano, marketing director at Delfia, spoke with Bruno Gimenes on Marketing - The Podcast about the challenges of consolidating brand positioning internally and connecting marketing initiatives to company results. The segment is part of a broader discussion on leadership and the role of marketing in the B2B space.
In the video above, Justiniano details the behind-the-scenes discussions with company leadership and illustrates the importance of taking a proactive stance to defend organizational identity. For her, alignment with technical and financial departments requires understanding each area's daily operations: "Delfia speaks to three audiences—its ecosystem consists of what we call curators, who are our employees, our technology partners, and our clients."
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Translating metrics into business language
Addressing regular meetings with other executives, Justiniano emphasizes that speaking the language of corporate leadership is essential to proving the value of communications. She notes that presenting strictly digital metrics to areas like finance weakens the dialogue: "When you talk to the CFO—and I'd extend this to any other department—you want their buy-in or need to prove value. Bringing marketing metrics like engagement, clicks, and likes means talking about things that don't resonate with them. So how do you take marketing indicators and actions and turn them into business data or insights that show that department a clear advantage?"
This pursuit of cross-functional understanding led Justiniano to pursue an MBA in Business Management, expanding her knowledge of accounting, corporate finance, and economics. "I learned that without marketing, businesses wouldn't exist," she states, underscoring that the department must position itself strategically to understand operational pain points and directly drive sales.
Every employee as a brand guardian
For Justiniano, consistent brand positioning doesn't rely solely on the marketing department. That responsibility extends across the entire organization, demanding a firm stance against deviations from the brand identity: "Marketing has a phrase you've probably heard often: 'Marketing is the brand guardian.' In reality, every employee is a guardian—especially leadership."
Justiniano explains that guiding and aligning executives' public posture requires professionalism and solid rationale, ensuring message consistency across the market regardless of job titles.
The case for a proprietary image bank
One of the main challenges Justiniano faced at Delfia was making the case for building an exclusive photography library. The tech sector often relies on generic stock photos, resulting in visual repetition among partners and competitors. Facing internal pushback over costs, Justiniano defended the project based on brand consistency: "How can we claim Delfia is a tech company where people and human intelligence are the primary asset? We are a Brazilian company, yet our communications were full of foreign faces."
Leveraging her department's budget autonomy, the project was produced using Brazilian actors with a focus on diversity, establishing a competitive edge. "We built an image bank, but it's not about photos. It's about trust and truth," Justiniano summarizes.
Local identity as a competitive advantage
Embracing local elements was highlighted as a strategic lever for brands operating in domestic markets. Justiniano points to campaigns that move away from foreign references to incorporate Brazilian cultural nuances into communications, fostering closer connections with audiences.
Bruno highlights initiatives by well-known brands that embraced informal local terms and pronunciations on storefronts and in campaigns, turning cultural adaptation into a distinct market advantage.
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