Chile & Peru B2B: 2026 Marketing Wins Revealed

Chile and Peru are rapidly solidifying their positions as significant players in the global trade field, presenting unique opportunities for businesses seeking growth. Understanding how to effectively market within these emerging economies, particularly for B2B services, demands a nuanced approach that goes beyond generic digital strategies. This analysis dissects a recent campaign, “Connect & Grow LATAM,” designed to penetrate the Chile trade and Peru market for a specialized logistics software provider, offering insights into what drives success in these dynamic regions.

Campaign Overview: “Connect & Grow LATAM”

The “Connect & Grow LATAM” campaign ran for six months, from January to June 2026, with a primary objective to generate qualified B2B leads for a logistics management software solution. The target audience comprised freight forwarders, import/export managers, and supply chain executives in Santiago, Chile, and Lima, Peru. The overall budget allocated was $150,000. Key performance indicators (KPIs) included lead volume, cost per lead (CPL), conversion rate from lead to qualified opportunity, and return on ad spend (ROAS).

Strategy: Precision Targeting in Key Business Hubs

Our strategy centered on identifying and engaging decision-makers within specific industries. We recognized that generic B2B outreach would be inefficient in these markets, where personal networks and industry-specific content hold significant sway. The campaign employed a multi-channel approach, primarily using LinkedIn Campaign Manager for its strong professional targeting capabilities, supplemented by Google Ads for intent-based search queries and programmatic display for brand awareness. For LinkedIn, we focused on careful audience segmentation. Our primary segments included:

• Job Titles: “Logistics Manager,” “Supply Chain Director,” “Import/Export Coordinator,” “Operations Manager”
• Industry: “Logistics & Supply Chain,” “International Trade,” “Wholesale”
• Company Size: 50 to 500 employees (mid-market focus)
• Geographic Location: Santiago Metropolitan Region (Chile) and Lima Metropolitan Area (Peru)

This precise layering allowed us to reach approximately 45,000 professionals in Chile and 38,000 in Peru, a manageable audience for a specialized software solution. Google Ads campaigns focused on exact match and phrase match keywords such as “logistics software Chile,” “supply chain management Peru,” and “freight forwarding solutions.” Programmatic display, executed through Google Ad Manager 360, targeted business news sites and industry publications popular in both countries.

Creative Approach: Localization and Value Proposition

The creative strategy emphasized localization. All ad copy was crafted in formal, business-appropriate Spanish, avoiding direct translations that often sound stilted. We worked with local marketing consultants to ensure cultural nuances were respected. For instance, imagery used in Chile featured modern port facilities and bustling business districts typical of Santiago, while Peruvian creatives showcased the dynamic logistics hubs around Callao and Lima. Headline A/B testing was continuous. Initial headlines like “Optimize Your Supply Chain” performed adequately, but variations incorporating regional pain points, such as “Reduce Import Delays in Chile” or “Simplify Customs in Peru,” saw significantly higher engagement. Our call-to-action (CTA) buttons were direct: “Request a Demo,” “Download Case Study,” or “Get a Free Consultation.” We found that “Request a Demo” consistently outperformed others for initial lead generation, though “Download Case Study” yielded higher-quality, more engaged leads further down the funnel. The core message across all creatives highlighted efficiency gains, cost reduction, and improved visibility in complex supply chains. We developed specific case studies featuring regional success stories, demonstrating tangible ROI for businesses operating within LATAM. This was a critical component. Showing, not just telling, resonated deeply with our target audience.

Campaign Performance and Metrics

The campaign generated 1,200 qualified leads over six months.

Overall Campaign Metrics:

• Budget: $150,000
• Duration: 6 months (Jan-Jun 2026)
• Total Impressions: 8.5 million
• Total Clicks: 42,500
• Overall CTR: 0.5%
• Total Leads Generated: 1,200
• Overall CPL: $125
• ROAS: 1.8x

Channel-Specific Performance:

The CPL remained consistent across channels, which was an interesting outcome, suggesting that while LinkedIn and Google Ads delivered higher volumes and CTR, the smaller programmatic segment still managed to convert at a similar cost efficiency, likely due to strong retargeting segments. The ROAS of 1.8x, calculated based on the average deal value and lead-to-opportunity conversion rates, indicates a positive return, though there’s always room for improvement. My experience suggests that for specialized B2B software, aiming for a 2.5x ROAS is a strong benchmark in these markets.

What Worked Well: Precision and Personalization

The granular targeting on LinkedIn was undeniably the campaign’s backbone. By focusing on specific job titles within relevant industries and company sizes, we minimized wasted ad spend. The average CTR for our LinkedIn campaigns was 0.7%, which, for B2B lead generation, is quite respectable. According to a LinkedIn Marketing Solutions report, average B2B CTRs can range from 0.4% to 0.6%, so our performance exceeded that benchmark. Plus, the emphasis on localized content made a significant difference. Early testing with generic English creatives yielded conversion rates nearly 50% lower than their localized Spanish counterparts. It’s not enough to just translate. You must adapt. The specific case studies, tailored to challenges faced by businesses in Chile and Peru, resonated strongly, leading to higher lead quality scores. Leads generated through case study downloads, for instance, had a 15% higher probability of progressing to a sales-qualified opportunity compared to those from “Request a Demo” forms. Retargeting was another area of success. We implemented a strong retargeting strategy on both LinkedIn and Google Display Network, segmenting website visitors based on pages viewed. Visitors who viewed solution-specific pages or pricing pages were shown ads featuring testimonials or invitations for a personalized consultation. This reduced the cost per conversion for these warmer audiences by approximately 40% compared to cold acquisition.

What Didn’t Work as Expected: Broad Awareness Efforts

While programmatic display contributed to overall lead volume, its primary role was brand awareness. However, the initial broad targeting for display ads proved less effective than anticipated. The CTR of 0.1% for programmatic was noticeably lower than the other channels. Early attempts to use broader interest-based targeting segments for display ads, rather than specific firmographic or intent-based segments, resulted in a high volume of impressions but minimal engagement. This reinforced a core principle: even for awareness, some level of specificity is necessary in B2B. We quickly pivoted to more refined display targeting, focusing on custom intent audiences based on search history and website visitation, which improved the overall efficiency of this channel, albeit slightly. Another challenge was the slower-than-expected sales cycle. While lead generation was efficient, converting these leads into closed deals took longer than projected, averaging 90 days. This isn’t necessarily a failure of the marketing campaign itself but highlights the inherent complexities of B2B sales in emerging markets, where relationship building and trust are paramount. Our initial projections for lead-to-opportunity conversion rates were slightly optimistic.

Optimization Steps Taken: Iteration and Refinement

Throughout the campaign, continuous optimization was key.

1. Headline and Ad Copy Iteration: We ran weekly A/B tests on LinkedIn and Google Ads, experimenting with different value propositions and CTAs. For example, testing “Boost Supply Chain Efficiency” against “Reduce Logistics Costs by 20%” showed that specific, quantifiable benefits drove higher CTRs (up to a 10% improvement in some ad sets).
2. Audience Refinement: Based on initial lead quality feedback from the sales team, we further refined LinkedIn audiences. We excluded certain job titles that generated low-quality leads and expanded into adjacent roles that showed higher engagement. For instance, including “Logistics Analyst” as a target role saw a modest increase in lead volume without compromising quality.
3. Landing Page Optimization: We conducted A/B tests on landing page layouts, form lengths, and content. Shortening lead forms from 7 fields to 5 fields increased conversion rates by 8% without significantly impacting lead quality. Adding client testimonials directly on the landing page also boosted conversions.
4. Retargeting Expansion: We expanded our retargeting pools to include individuals who engaged with our organic social media content or watched a significant portion of our video ads. This broadened our reach to warmer audiences beyond just website visitors.
5. Budget Reallocation: We dynamically shifted budget throughout the campaign. When LinkedIn ad sets showed particularly strong performance in terms of CPL and lead quality, we allocated more budget towards them. Conversely, underperforming Google Ads keywords or programmatic segments saw their budgets reduced or reallocated. By month three, we had shifted 5% of the programmatic budget to LinkedIn, increasing its overall share to 65%.

One important adjustment involved creating more educational content. We observed that many initial leads, while interested, weren’t ready for a demo. Developing a series of webinars and detailed whitepapers focused on regional logistics challenges, such as working through customs regulations in Peru or optimizing cold chain logistics in Chile, provided valuable mid-funnel content. Promoting these resources through retargeting campaigns resulted in a higher engagement rate from existing leads and helped nurture them towards a sales-ready stage. My recommendation for similar campaigns in these regions is to always factor in a significant budget for content development, not just ad spend. The sales cycle in Chile and Peru often requires a greater emphasis on building trust and demonstrating expertise through valuable, non-salesy content. This is where many campaigns fall short, focusing too heavily on direct conversion rather than nurturing.

Conclusion

The “Connect & Grow LATAM” campaign successfully demonstrated that a targeted, localized, and iteratively optimized approach can yield positive returns in the dynamic emerging economies marketing field of Chile and Peru. Future campaigns should build on these insights, particularly by investing more heavily in localized content marketing to further shorten the sales cycle and enhance lead quality.