Regional go-to-market actions overcame logistical, financial, and commercial challenges in Brazil and Mexico to connect a global brand with the local audience
Context
A global brand seeking closer presence in Latin American markets
In 2024, Miro initiated a structured go-to-market strategy in Latin America focused on regional commercial expansion. One of the central pillars of this journey was establishing deep connections with highly specific and strategic audiences, such as agilists and product professionals. To achieve this goal, being actively and relevantly present at industry events was a fundamental step.
Challenge
Connecting Miro to the right audiences with an agile and localized operation
The insertion of a global brand into large Latin American trade fairs and congresses brings complex challenges. How to coordinate strategies aligned with global marketing, lead local suppliers in multiple countries, and resolve the bureaucracies of international payment flows without a legal entity or physical office in Brazil?
To decipher the logistical and strategic complexity of these industry events, Miro needed a partner that would act as an extension of its own team. That was where the synergy with Sabiá began.
The Solution
Multicultural intelligence, business connection, and integrated back office
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 CommunityProduct 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 LeapPlanned 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 presence, new pipelines, and confidence to operate in the region
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:
“The team is always super engaged and proactive. Working with Vanessa and Micaela has been an absolute pleasure. They are extremely communicative and able to adapt to changes as needed. They feel like an extension of our own team.” Cesar Vargas Strategic Account Executive for Latin America.“
“Julia has always been very proactive, always contributing creative ideas.” André Lirio, Channel Sales Manager at Miro.
“I am very satisfied and feel confident in the agency's ability to support our events!” Joanna Kim, AMER Field Marketing and Events Leader at Miro.
