How to Connect with Brazilian Software Buyers

July 26, 2022
Contributor: Lucca Rossi

Discover buyer behavior insights in Brazil to optimize your B2B marketing strategy.

There are many business opportunities in Brazil for software and SaaS providers looking to expand into new global emerging markets. Brazil’s software market, valued at $9.3 million in 2022, is the largest software market in Latin America and is expected to reach $13.3 million by 2025, according to Gartner Market Databook, 2Q22

However, the Brazilian market comes with a unique set of challenges. In particular, Brazilian software buyers prefer content in their primary language, Portuguese, and find that reviews greatly influence their software purchases. SaaS and software marketers should take the time to understand the top concerns and business priorities in order to maximize their return on investment (ROI) in Brazil.  

In this post, we share insights about software buyers in Brazil and how to best engage and convert them with a strong international marketing strategy.

The main challenges for Brazilian software buyers

It’s important to understand the main concerns of Brazilian software buyers before creating a dedicated marketing strategy for this emerging market in Latin America. Here are the most common challenges that trigger Brazilian businesses to invest in new technology, according to Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey

Top 5 software investment triggers

The primary trigger for investing in a new software solution for Brazilian businesses is the need for productivity improvements. To target buyers in the country, highlight new and innovative product developments in sales and marketing collateral that showcase how your software improves efficiency and performance. We also recommend recruiting reviews that appeal to comparison shoppers. B2B software buyers that are comparison shoppers want to see concrete evidence, such as testimonials that specifically highlight pricing, features and ease of use.

Understanding software buying behavior in Brazil

The key to a successful digital marketing strategy in Brazil is to understand that the research phase is very important for local businesses, so clearly explaining your product’s value proposition is critical for the early stages in the sales process. When looking for software, Brazilian buyers report spending the most time focused on identifying systems that best solve their business problems (31%) and determining the best-fit provider for their needs (32%). 

User reviews play an important role in the Brazilian buyer software purchase decision with 60% of Brazilian software buyers indicating that reading reviews before making a purchase decision was very important. Customer reviews are fundamental to winning new customers and can be especially valuable to building buyers’ trust and confidence during the market research phase. The strongest reviews are both recent and authentic, as they can provide the most accurate and unbiased information for prospective customers. We recommend continuously collecting up-to-date, unbiased reviews as part of your marketing strategy in Brazil. 

On-Demand Webinar: Generate Value with Software Reviews

On-Demand Webinar

Generate Value with Software Reviews

Engage with Brazilian software buyers

While businesses worldwide prefer well-established software vendors or providers they have already worked with, one-third of Brazilian buyers are open to working with any software provider that has a solution that meets their needs. 

Brazilian buyers like to conduct market research and weigh their options when it comes to purchasing a software solution, especially if you consider that 55% of Brazilian software buyers evaluate alternatives in-depth before renewing. This is encouraging for software providers who don’t have an established presence in the Brazilian market. 

Brazilian buyers keep an open mind when renewing a software solution

For software companies crafting a digital marketing strategy for a Brazilian audience, there are many ways to establish your brand reputation in Latin America and get your software in front of prospective buyers. 

  1. Provider websites: Think of your website as an extension of your product profile. Taking a strategic approach to your landing pages’ design will ensure that your website only displays relevant information to your target audience. Also, make sure that it’s been translated into Portuguese to better connect with the local audience.
  2. Software ratings and reviews sites: This includes user reviews on third-party research websites like Capterra, GetApp and Software Advice. Leveraging review websites where customers post testimonials can build trust for buyers and show how your product is relevant.
  3. Video calls with sales representatives: This is a great way to show off what your software can do in real-time with prospective customers. Practicing situational awareness during these calls will ensure that the conversations will continue between the buyer and the provider.
  4. Personalized emails: Properly targeting customers through email marketing is a great way to source leads and get the word out about your product. Make sure to keep time zones in mind when doing email outreach.
  5. Social media: This is an easy starting point for many providers starting out their international marketing. By posting relevant and helpful content on social media, you can generate leads and grow your brand presence in Brazil.

What Brazilian software buyers value

To differentiate your offerings in the Brazilian market, software providers should identify the top priorities in the purchase decision. Functionality, customer services and support resources, and ease of use are the most influential factors, according to the Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey.

Brazilian buyers keep an open mind when renewing a software solution

Brazilian software buyers greatly value localized content, preferring to receive content and communicate with providers and support services in Brazilian Portuguese. More specifically, 68% of software buyers in Brazil prefer training courses and software user interfaces (65%) in their primary language versus English. 

The best way to start content marketing in Brazil is to provide translated content. Translated materials offer the benefit of conveying the same message to your target audience without any confusion. We recommend localizing marketing collateral, such as landing pages and product details, prior to implementing your go-to-market strategy. 

How to keep existing Brazilian customers engaged

The onboarding process is critical for customer engagement and client retention in Brazil. B2B software and SaaS providers can avoid post-purchase regret with quick user registration and setup, personalized training, and customized implementation. Brazilian software buyers in Latin America noted that access to customer support was the most valued factor in the onboarding process, according to the 2022 Global Software Buyer Trends Survey. 

One method for keeping software buyers in Brazil engaged and building client confidence post-purchase is to give them change enablement content. This type of content, such as a diagnostic quizz or a resources hub, will help new clients navigate the changes after software adoption.  

Another method for better connecting with Brazilian software buyers is by translating user reviews and review requests into Brazilian Portuguese. We recommend asking customers for feedback in Brazilian Portuguese and making a plan to translate existing reviews as well as you complete your content marketing strategy for Brazil.

Connect with more software buyers in Brazil

The Brazilian software market is growing rapidly. While there are plenty of opportunities to connect with B2B buyers, it’s important to understand their behavior and preferences to target them at the right time with the right information. Download our report on Brazil’s software market to gain more buyer behavior insights and craft an optimized marketing strategy.

Brazil Software Market Landscape

Brazil Software Market Landscape

Position software offerings more effectively in the Brazilian marketplace.

Lucca Rossi

Lucca Rossi is a Content Program Manager at Gartner Digital Markets. He helps a team of content creators to produce and localize relevant, data-driven research and advice that helps businesses solve common challenges. He has over 10 years of experience in communications and marketing. Connect with Lucca on LinkedIn.


Survey methodology:

Gartner Digital Markets 2022 Global Software Buyer Trends Survey

Results presented are based on a Gartner Digital Markets study to understand business challenges and approaches to technology and software investments. The primary research was conducted in October 2021 among a total of 2,501 respondents in the following countries: United States, Canada, Mexico, United Kingdom, India, Japan, Australia, New Zealand, Italy, Portugal, Brazil, Colombia, Belgium, Poland, Netherlands, Sweden, Denmark, Finland, Norway, Ireland, Singapore, South Africa, Spain, Germany and France.

Respondents were screened for having recently purchased technology and decision-making authority. Respondents were required to be responsible for making decisions on purchasing technologies for their organization. 

Get the Gartner Digital Markets Newsletter

We value your privacy. By submitting this form, you agree we may use your information in accordance with the terms of the Gartner Digital Markets Privacy Policy.

Connect. Convert. Thrive.

Connect to millions of in-market software buyers around the globe with our all-encompassing suite of marketing services.