Decoding Regional Shifts, Localization, and Inspiring Insights in the B2B Landscape
Smarter GTM 08.01.2023

Decoding Regional Shifts, Localization, and Inspiring Insights in the B2B Landscape

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In this episode of Sunny Side Up, host Ryan Schimmel and Diana Morante discuss the marketing metamorphosis at Intelsat, exploring the transition from centralized to regional marketing and the key drivers behind this strategic shift. Diana highlights the significance of localization in connecting with specific audiences and emphasizes the importance of staying close to customers to adapt marketing strategies accordingly. They also delve into the dynamic focus markets of Intelsat, with a focus on Brazil and Mexico, driven by unique growth opportunities and cultural diversity. Diana shares valuable advice for B2B marketers, advocating for a customer-centric mindset, fostering a culture of innovation, and leveraging technology and automation to streamline processes. Throughout the conversation, Diana offers insights into successful regional marketing strategies and the role of partnerships in enhancing credibility and reach.

About the Guest

Diana Morante is the Senior Principal Marketing Manager at Intelsat Latin America. Diana brings a wealth of experience in leading regional teams, strategic planning, branding, and driving revenue growth in the technology industry. With a history spanning HP, Zed, Nortel, and Ricoh, Diana’s experience spans hardware, software, and services from a variety of go-to-market perspectives.

She holds an Executive MBA from Florida International University and has completed coursework in renowned institutions in both Psychology and Digital Marketing.

Connect with Diana Morante

Key Takeaways 

  • Intelsat is a global brand with a mission to connect people, businesses, and governments to maximize human potential through network services and broadcast capabilities.
  • The shift from centralized marketing to a regional approach aims to leverage local insights and better connect with target audiences to achieve relevance and trust.
  • Brazil and Mexico are key focus markets for Intelsat due to significant growth potential and diverse business landscapes in these regions.
  • Localization goes beyond translation and involves adapting marketing strategies to resonate with local audiences’ cultural characteristics and preferences.
  • Segmentation is crucial when entering new markets, enabling marketers to tailor messages and value propositions to specific regions.
  • Building partnerships with local industry experts and associations can enhance credibility and expand reach in new markets.
  • Embrace a customer-centric mindset by staying close to evolving customer needs, gathering feedback, and using data-driven insights to inform marketing strategies.
  • Foster a culture of innovation within marketing teams, encouraging creativity, risk-taking, and ongoing learning to adapt to changing customer preferences.
  • Leveraging technology and automation, such as AI, can streamline marketing processes, enhance efficiency, and provide real-time customer insights.
  • When transitioning from a centralized marketing approach to a regional one, it’s essential to conduct market research and analysis of competitors, cultural factors, and local business drivers.
  • To succeed in a regional marketing approach, marketers should continuously communicate the value proposition and benefits of their offerings to customers and adapt to local regulations.


Embrace a customer-centric mindset. Stay close to your customers, evolving needs, preferences, and pain points is key.”   Diana Morante

Highlights from the Episode

Can you explain briefly about Intelsat as a company, what you do, and the markets you serve?

Diana provided a comprehensive overview of Intelsat as a prominent global brand, with a widespread presence across various regions, including North America, the Americas, Africa, Asia Pacific, Europe, the Middle East, and North Africa. As a senior principal marketing manager at Latin America, Diana emphasized the company’s mission to connect people, communities, businesses, and governments to unlock human potential through their network services and broadcast capabilities. She highlighted how these services empower customers to enhance their revenues and expand their reach in an increasingly interconnected world. Diana’s wealth of experience in the tech industry, spanning companies such as HP, Zed, Nortel, and Ricoh, has allowed her to lead regional teams, engage in strategic planning, and drive revenue growth, making her a valuable asset to Intelsat.

Can you talk about the shift at Intelsat from centralized marketing to a more regional marketing approach and the key drivers behind that decision?

Diana delved into the intriguing shift at Intelsat from a centralized marketing approach to a more regional marketing strategy. Although not a novel concept, this transformation at Intelsat involves unique areas of integration and alignment previously unexplored. The company is currently focused on connecting and integrating its separate business units, such as commercial aviation, networks, media, government, and mobile, into a cohesive regional framework. This new approach aims to support branding, enhance digital presence, and conduct thorough market analysis at a regional level. By embracing this regional marketing approach, Intelsat seeks to capitalize on local insights and establish a deeper connection with its target audiences, fostering higher levels of relevance and trust. The emphasis on a localized approach aligns with the organization’s growth plans, fostering a stronger regional presence, building relationships, and adapting marketing efforts to cater to specific localized needs and customer preferences within each region.

What are Intelsat’s key markets focused on, and what drove the decision to prioritize those specific countries?

Diana explained that Brazil and Mexico are key focus markets due to significant growth potential, diverse business landscapes, and cultural diversity. Intelsat prioritizes these countries to tap into large customer bases, identify strategic opportunities, and enter the market with a competitive advantage.

How do you define localization, and how does it go beyond translation to resonate with the local audience?

Expounding on the concept of localization, Diana elaborated on its multifaceted nature, surpassing mere translation efforts. She stressed that effective localization entails adapting marketing strategies, messaging, and campaigns in a way that deeply resonates with the local audience in a specific country, language, or region. This process goes beyond language translation and encompasses understanding cultural nuances, preferences, and market dynamics unique to each location. To ensure successful localization, Diana underscored the importance of conducting thorough market analysis, studying local trends, business drivers, and customer behavior to develop marketing strategies that genuinely connect with the target audience.

When entering new markets like Brazil or Mexico, what goes through your mind as a marketer, and can you share a tactic you’ve employed in a specific country?

Considering the challenges and complexities involved when entering new markets like Brazil or Mexico, Diana offered valuable insights into her approach as a seasoned marketer. She highlighted the importance of segmentation and creating a regional value proposition tailored to each specific market. By identifying key industries, pain points, and customer needs, marketers can craft a compelling message that resonates with the local audience. Furthermore, Diana stressed the significance of collaboration with local partnerships, industry experts, associations, and communities to enhance credibility and expand the brand’s reach. Embracing local regulations and maintaining continuous communication with customers are essential aspects of a successful market entry strategy, ensuring adaptability and relevance within each unique market environment.

What advice do you have for other B2B marketers looking to stay agile and adapt to changing marketing and customer preferences?

Diana stressed the importance of cultivating a customer-centric mindset and remaining closely attuned to the changing needs, preferences, and pain points of target customers. Gathering customer feedback and utilizing data-driven insights to inform marketing strategies are crucial in this endeavor. Furthermore, Diana highlighted the significance of fostering a culture of innovation within marketing teams, encouraging creativity, experimentation, and a willingness to take risks. To stay ahead of the curve, she recommended investing in ongoing learning and development, both for individual marketers and their teams, to keep up with emerging technologies and industry best practices. Lastly, leveraging technology and automation, including AI, can streamline marketing processes, enhance efficiency, and provide real-time customer insights, offering a competitive edge in today’s dynamic business landscape.

Is there a book, blog, newsletter, website, or video that you would recommend to our listeners?




Neil PatelCo-Founder at Neil Patel Digital

Simon Sinek Founder at The Curve

Maureen StevensVP of Marketing at Intelsat


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