From Fairs to Data: How Madespa Expanded their presence in Latin America with xNova

Before implementing our solution, Madespa had established an international presence primarily through traditional means, relying heavily on contacts made at European industry fairs. While this approach had yielded success in Europe, it proved insufficient for deeper penetration into emerging markets, particularly Latin America. Madespa lacked the tools to proactively identify and engage with potential import partners beyond their established networks.

1. The "Pain" Identified: The Fog in Prospecting and Market Intelligence

The critical problem Madespa faced was the inability to perform detailed and accurate market prospecting and competitive analysis outside their traditional channels. They faced significant challenges in:

• Identifying potential partners: Their reliance on industry fairs meant a passive and reactive approach to finding new importers and distributors. They lacked a systematic way to generate proactive leads.

• Detailed market insights: While they contracted external companies for market studies, the information provided was "sectorized" and "without anything to do with either quality or quantity" for key markets like Latin America. This process was slow and costly, and the information was not granular enough for direct commercial action.

• Competitive analysis: It was difficult for them to understand their competitors' strategies, including who their competitors were  from  what prices.

This "pain" directly impacted strategic decision-making and business development efficiency, leading to missed opportunities in emerging markets due to a lack of visibility.

2. Solution Applied: Our Platform as a Magnifying Glass for International Markets

Madespa chose our solution precisely because of its ability to directly address the need for granular and detailed information on international trade. What differentiated us from other information sources was our access to complete and disaggregated transactional data.

Our platform allowed them to:

• Identify potential importers and distributors: Madespa can now proactively create lists of potential partners and identify direct contacts, enabling a "super superfuerte" prospecting approach.

• Access detailed transactional information: The platform provides granular data, crucial for analysis, allowing them to understand import trends and pricing.

• Enhance competitive intelligence: xNova enables Madespa to analyze who their competitors are purchasing from and at what prices, which is vital for adjusting their commercial offers.

The solution addresses the "pain" of lack of visibility with more precise, concrete, and detailed data, making it the superior option for international market expansion.

3. Expected Results and Main "Value Driver": Clearer Strategies for Global Growth

The "desired state" Madespa wanted to reach was to accelerate and optimize their international expansion, especially in high-potential markets like Latin America, and to perform more intelligent and strategic prospecting. Our platform has allowed them to get closer to this objective.

The main "value driver" for Madespa is the reduction of time and resources invested in identifying qualified leads, allowing them to focus their commercial efforts on opportunities with a higher probability of success and with a deeper understanding of market competition and prices. It allows them to:

• Reduce external market study costs: Potentially reducing costs by gaining direct access to more complete and updated data within the platform.

• Optimize commercial travel: By identifying and scheduling meetings directly with importers in Latam before the trip, uncertainty is reduced, and the efficiency of visits is maximized, leading to potential savings in travel costs per effective meeting or fewer travel days to achieve the same number of qualified meetings.

• Achieve active and targeted prospecting: The ability to create lists of potential importers and distributors, along with identifying direct contacts, has allowed Madespa "super superfuerte" prospecting.

• Gain success at fairs (Europe): For fairs in Portugal and Italy, preparing with xNova data led to "quite success" and "very, very good feelings" regarding potential agreements.

• See initial results in Latam: Importers in Ecuador, such as Subidén, have already been contacted and shown interest, leading to competitive analyses and price proposals.

• Improve efficiency in the commercial process: The integration of xNova into their "assembly line" (prospecting, contact, price analysis) has optimized their workflow.

• Identify unexplored markets: The tool allows them to survey and address markets where they previously had no presence or limited information.

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