Salesforce Growth Proves Boon to Brazilian Businesses

Enterprises and service providers alike are reaping the benefits of an increased focus on Salesforce in the Brazilian market, particularly for digital marketing, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm.

The 2024 ISG Provider Lens Salesforce Ecosystem Partners report for Brazil finds Salesforce is growing rapidly in Brazil, with high market interest in its products and services. Increased demand for implementation and platform integration projects has attracted the attention of global service providers, several of which have opted to acquire smaller local services companies or significantly increase their Brazilian operations.

“Many of the global providers that have acquired local partners have promptly expanded their Salesforce operations in Brazil,” said Bill Huber, partner, Digital Platforms and Solutions, for ISG. “This has improved market competitiveness as well as the quality of service delivery.”

In Brazil, the increased demand for Salesforce Marketing Cloud solutions has led to corresponding expansion in the network of partners focused on this particular solution, the ISG report says. Each year has brought a further increase in new partners specializing in Marketing Cloud to meet the growth and high demand for digital marketing campaign development.

Brazilian enterprises using Salesforce products that incorporate advanced technologies, such as AI and generative AI, are primarily focused on providing greater personalization of user experience, the ISG report says. By using these products, companies in Brazil are better able to understand the individual needs and preferences of their customers, the report says. The intelligent use of AI algorithms drives audience segmentation, behavior prediction and product recommendations and can provide a more personalized and satisfying customer experience, ISG says.

Once they fully appreciate the Salesforce platform’s potential to provide valuable insights, process automation and effective personalization of campaigns, many Brazilian enterprises are recognizing the value of seeking specialized and skilled partners to implement and optimize these solutions, the ISG report says.

“There is growing desire among Brazilian enterprises to improve their digital marketing strategies,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Their ultimate goal is to deepen engagement with their customers.”