Miro's Regional Go-to-Market Strategy Through Precise Channel Curation: How a Multicultural, End-to-End Partnership Overcame Logistical, Financial, and Commercial Challenges in Brazil and Mexico.
The Challenge: Connecting the brand with the right audiences through agile international operations
In 2024, Miro initiated a structured strategy of go-to-market in Latin America focused on regional commercial expansion. One of the central pillars of this journey was to establish deep connections with highly specific and strategic audiences—such as agile practitioners and product professionals. To achieve this goal, being actively and relevantly present at industry events was a fundamental step.
However, introducing a global brand at major Latin American trade shows and conferences presented complex challenges. How to coordinate strategies aligned with global marketing, lead local suppliers in multiple countries, and resolve the bureaucracy of international payment flows without a legal entity or physical office in Brazil?
To decipher the logistical and strategic complexity of these sector-specific events, Miro needed a partner who would act as an extension of their own team. That's where the synergy with Sabiá began.
The Solution: Multicultural Intelligence, Commercial, and Integrated Backoffice
To highlight Miro at industry events, Sabiá developed a proactive and highly consultative approach based on three pillars:
Global Alignment and Local Business Connection
Sabiá established a rigorous routine of weekly meetings with Miro's global marketing team to ensure that international brand guidelines were respected at each exhibition booth. Concurrently, she held focused meetings with the regional sales team. By listening directly to the local sales team's pain points, Sabiá was able to design activations for industry events that focused on addressing commercial demands and opening new pipelines Business.
Creative, Multilingual, and Multicultural Intelligence
Navigating niche industry events in Latin America requires free movement between different ecosystems and a strong visual and conceptual identity. Sabiá took on this challenge with mastery, uniting two essential competencies:
- Creative Performance The agency took on the strategic role of overseeing Miro's participation end-to-end, partnering with Miro's global team and developing the creative concept for each event, visual communication, promotional materials, and giveaways. Each element was created to translate the brand's global identity into the local context, ensuring visual impact and engagement at the pavilions.
- Cultural and Language Fluency: The team fully and fluidly managed operations across multiple ecosystems, leading strategic alignments with the client in English and Spanish, and simultaneously coordinating production, hiring, and local vendor management, also in Spanish.
International Financial Management: Peace of Operational Mind
Attending major industry events requires dealing with complex contracts, fees, and local suppliers. Sabiá fully took on the back office this operation, resolving the entire international payment flow. The agency structured the receipt of global funds and carried out local distribution and payments agilely to enable the structures in Brazil and Mexico, ensuring total legal and financial peace of mind for Miro.
Strategy in Action: Curation and Evolution in Industry Events
To illustrate how this strategy came to life between 2024 and 2025, we highlight three key moments in this regional consolidation journey below:
Product Camp (Brazil) – Consolidated Connection with the Product Community
Product Camp was the ideal setting to strengthen Miro's relationship with one of its key personas: product professionals. After a debut filled with great learning in 2024, Sabiá scaled up operations for 2025, handling the entire end-to-end process — from activation and visual communication to selecting giveaways that would genuinely resonate with the audience.
Febraban Tech (Brazil) – Innovation in ABM Format and Strategy
At Febraban Tech 2025, Sabiá proved that relevance at industry events goes far beyond having a traditional booth. The agency facilitated Miro's presence through a workshop area, leading content curation and speaker organization. In parallel, the ABM (Account-Based Marketing) methodology was applied to map and attract strategic accounts before, during, and after the event, resulting in absolute success in engagement and new business.
Product Summit Latam (Mexico) – The Great International Leap
Planned entirely by the team from Brazil, Miro's participation in Mexico Tech Week It was the big milestone in the brand's internationalization on the continent. Sabiá overcame the complexity of coordinating local suppliers in Spanish and managing international payment flows, ensuring that Miro had an impeccable, prominent area and exclusive talks.
The Recognition of Who Plays Together
Miro's consistency at industry events has transformed the brand's perception in the Latin American market:
- Market Authority: Miro has clearly and dominantly positioned itself as a present and highly relevant company in the technology and business ecosystem of Brazil and Latin America.
- Pipeline Generation: Strategic participation brought the sales team closer to key decision-makers, generating direct contacts and new business opportunities.
- Efficiency and Trust: The Miro team gained peace of mind knowing that all end-to-end complexity—from content and infrastructure to payment flows—was under the control of a partner who plays along, as part of the team.
Results: Consolidated Positioning and Trusted Partnership
The impact of the partnership between Sabiá and Miro is directly validated by the leaders who experience the project on a daily basis. They emphasize how the agency acts as a true extension of the team:
“A equipe está sempre super engajada e proativa. Trabalhar com a Vanessa e com a Micaela tem sido um prazer absoluto. Elas são extremamente comunicativas e conseguem se adaptar às mudanças conforme necessário. Elas parecem uma extensão do nosso próprio time.”
“A Julia foi sempre muito proativa,sempre contribuindo com ideias criativas.”
“A equipe está sempre super engajada e proativa. Trabalhar com a Vanessa e com a Micaela tem sido um prazer absoluto. Elas são extremamente comunicativas e conseguem se adaptar às mudanças conforme necessário. Elas parecem uma extensão do nosso próprio time.”
“I am very satisfied and feel confident in the agency's ability to support our events!“
