{"id":948,"date":"2026-06-30T11:17:31","date_gmt":"2026-06-30T17:17:31","guid":{"rendered":"https:\/\/barrileteazul.com\/?p=948"},"modified":"2026-07-23T15:31:40","modified_gmt":"2026-07-23T21:31:40","slug":"what-if-the-problem-isnt-your-marketing","status":"publish","type":"post","link":"https:\/\/barrileteazul.com\/en\/2026\/06\/30\/y-si-el-problema-no-es-tu-marketing\/","title":{"rendered":"What if the problem isn't your marketing?"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"948\" class=\"elementor elementor-948\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3f3e0b54 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"3f3e0b54\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-49949aa3\" data-id=\"49949aa3\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-565d7006 elementor-widget elementor-widget-spacer\" data-id=\"565d7006\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6ebc67aa\" data-id=\"6ebc67aa\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cc92938 elementor-mobile-align-center elementor-align-left e-transform elementor-widget elementor-widget-button\" data-id=\"cc92938\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_transform_translateX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:-10,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/barrileteazul.com\/en\/blog\/#articulos\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-left\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M34.52 239.03L228.87 44.69c9.37-9.37 24.57-9.37 33.94 0l22.67 22.67c9.36 9.36 9.37 24.52.04 33.9L131.49 256l154.02 154.75c9.34 9.38 9.32 24.54-.04 33.9l-22.67 22.67c-9.37 9.37-24.57 9.37-33.94 0L34.52 272.97c-9.37-9.37-9.37-24.57 0-33.94z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Back to the blog<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cd123b3 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"6cd123b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">What if the problem isn't your marketing?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e337bc2 elementor-mobile-align-center elementor-widget elementor-widget-post-info\" data-id=\"3e337bc2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-2e29447 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-calendar\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M12 192h424c6.6 0 12 5.4 12 12v260c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V204c0-6.6 5.4-12 12-12zm436-44v-36c0-26.5-21.5-48-48-48h-48V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H160V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H48C21.5 64 0 85.5 0 112v36c0 6.6 5.4 12 12 12h424c6.6 0 12-5.4 12-12z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>30\/06\/2026<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-216511ef elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"216511ef\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-4e68a709\" data-id=\"4e68a709\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-531b61e0\" data-id=\"531b61e0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e8446c4 elementor-widget elementor-widget-text-editor\" data-id=\"5e8446c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">If you have invested in social media, advertising campaigns, content, branding, or lead generation and the results have not been as expected, you've probably asked yourself the same question as many business owners:<\/span><\/p><p><b>What are we doing wrong?<\/b><\/p><p><span style=\"font-weight: 400;\">The answer is usually surprising.<\/span><\/p><p><span style=\"font-weight: 400;\">In most cases, the problem isn't with the advertising.<\/span><\/p><p><span style=\"font-weight: 400;\">He\/She is not on social media.<\/span><\/p><p><span style=\"font-weight: 400;\">He\/She is not at the agency.<\/span><\/p><p><span style=\"font-weight: 400;\">He's not even on the sales team.<\/span><\/p><p><span style=\"font-weight: 400;\">The real problem usually appears much earlier: in the strategy.<\/span><\/p><p><span style=\"font-weight: 400;\">And more specifically, on the information upon which that strategy was built.<\/span><\/p><p><span style=\"font-weight: 400;\">Many companies make marketing decisions based on internal opinions, hunches, or accumulated experience over years. While that experience is valuable, it doesn't always reflect what customers truly think, feel, or need.<\/span><\/p><p><span style=\"font-weight: 400;\">This is why we see companies communicating benefits that no one values, highlighting attributes that don't influence purchase decisions, or competing on price when they could differentiate themselves through much more powerful factors.<\/span><\/p><p><span style=\"font-weight: 400;\">If you want to build an effective marketing strategy, the first step isn't launching a campaign.<\/span><\/p><p><span style=\"font-weight: 400;\">It's listening.<\/span><\/p><p><span style=\"font-weight: 400;\">Listen to your customers.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e853f13 elementor-widget elementor-widget-heading\" data-id=\"e853f13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The difference between believing and knowing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46c0055c elementor-widget elementor-widget-text-editor\" data-id=\"46c0055c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">It's common to hear phrases like:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWe know our customers perfectly.\u201d<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWe've been in this market for twenty years.\u201d<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWe know why they buy from us.\u201d<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cOur main advantage is quality.\u201d<br \/><br \/><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">But when we interview current customers, prospects, or even lost customers directly, we frequently find a different reality.<\/span><\/p><p><span style=\"font-weight: 400;\">Maybe your clients don't choose you for quality.<\/span><\/p><p><span style=\"font-weight: 400;\">Perhaps they choose you because you represent less risk to them.<\/span><\/p><p><span style=\"font-weight: 400;\">Perhaps they don't value the speed you promote so much.<\/span><\/p><p><span style=\"font-weight: 400;\">Perhaps they value the ease of doing business with you.<\/span><\/p><p><span style=\"font-weight: 400;\">You might consider a company a competitor that the customer doesn't even take into account.<\/span><\/p><p><span style=\"font-weight: 400;\">Even worse, perhaps there's a competitor you hadn't identified.<\/span><\/p><p><span style=\"font-weight: 400;\">The difference between an average company and a highly competitive company is usually one word:<\/span><\/p><p><b>Evidence.<\/b><\/p><p><span style=\"font-weight: 400;\">The best decisions are made when you replace assumptions with real market information.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2799824 elementor-widget elementor-widget-heading\" data-id=\"2799824\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The most expensive mistake: building strategies from the inside<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b782eaa elementor-widget elementor-widget-text-editor\" data-id=\"b782eaa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One of the biggest mistakes in marketing happens when the entire strategy is built from the company's perspective.<\/span><\/p><p><span style=\"font-weight: 400;\">Management has an opinion.<\/span><\/p><p><span style=\"font-weight: 400;\">Ventas' opinion.<\/span><\/p><p><span style=\"font-weight: 400;\">Marketing opines.<\/span><\/p><p><span style=\"font-weight: 400;\">Operations opines.<\/span><\/p><p><span style=\"font-weight: 400;\">And after several meetings, a value proposition, positioning, and communication strategy are defined.<\/span><\/p><p><span style=\"font-weight: 400;\">The problem is that none of those opinions necessarily come from the customer.<\/span><\/p><p><span style=\"font-weight: 400;\">Imagine you want to remodel your house and you hire an architect.<\/span><\/p><p><span style=\"font-weight: 400;\">The architect could design a house based on what they consider ideal.<\/span><\/p><p><span style=\"font-weight: 400;\">Or I could start by asking you how you live, what you need, what you like, and what your priorities are.<\/span><\/p><p><span style=\"font-weight: 400;\">Which one do you think will be more likely to succeed?<\/span><\/p><p><span style=\"font-weight: 400;\">The same applies to a marketing strategy.<\/span><\/p><p><span style=\"font-weight: 400;\">If you want to connect with your customers, you first need to understand them.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb2937e elementor-widget elementor-widget-heading\" data-id=\"fb2937e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Knowing your ideal customer goes far beyond demographics.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6db90ef elementor-widget elementor-widget-text-editor\" data-id=\"6db90ef\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Many companies believe they know their customer because they can describe them.<\/span><\/p><p><span style=\"font-weight: 400;\">You know their age.<\/span><\/p><p><span style=\"font-weight: 400;\">They know their location.<\/span><\/p><p><span style=\"font-weight: 400;\">Do you know the size of your company?.<\/span><\/p><p><span style=\"font-weight: 400;\">Do you know how much she\/he\/they earn\/earns?.<\/span><\/p><p><span style=\"font-weight: 400;\">But that information barely scratches the surface.<\/span><\/p><p><span style=\"font-weight: 400;\">What you really need to understand is:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What problems are you trying to solve?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What goals do you want to achieve?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What risks are you trying to avoid?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What are your concerns before buying?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What factors influence your decision?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What alternatives do you consider?<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>When you understand these variables, your strategy stops being generic and starts being relevant.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a685085 elementor-widget elementor-widget-heading\" data-id=\"a685085\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Pains: Where Opportunities Truly Begin<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-900c632 elementor-widget elementor-widget-text-editor\" data-id=\"900c632\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">People rarely buy because they want to buy.<\/span><\/p><p><span style=\"font-weight: 400;\">They buy because they want to solve something.<\/span><\/p><p><span style=\"font-weight: 400;\">Pains represent the frustrations, obstacles, or problems the customer experiences.<\/span><\/p><p><span style=\"font-weight: 400;\">For example, a company that sells software might believe its customers are looking for automation.<\/span><\/p><p><span style=\"font-weight: 400;\">However, during interviews, she discovers something different.<\/span><\/p><p><span style=\"font-weight: 400;\">What they really seek is to reduce errors that generate economic losses.<\/span><\/p><p><span style=\"font-weight: 400;\">The software is simply the vehicle.<\/span><\/p><p><span style=\"font-weight: 400;\">The real problem is something else.<\/span><\/p><p><span style=\"font-weight: 400;\">And when you understand the real problem, you can communicate value much more effectively.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d4664b elementor-widget elementor-widget-heading\" data-id=\"6d4664b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The gains: the result the client wishes to achieve<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46a8a63 elementor-widget elementor-widget-text-editor\" data-id=\"46a8a63\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As important as understanding the problems is understanding the aspirations.<\/span><\/p><p><span style=\"font-weight: 400;\">The gains represent what the client considers success.<\/span><\/p><p><span style=\"font-weight: 400;\">It can be<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase sales.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Save time.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reduce costs.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sleep more peacefully.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Obtain professional recognition.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Grow faster.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>When you connect your value proposition with those results, the conversation completely changes.<\/span><\/p><p><span style=\"font-weight: 400;\">Stop talking about features.<\/span><\/p><p><span style=\"font-weight: 400;\">You're starting to talk about results.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6aec9b08 elementor-widget elementor-widget-image\" data-id=\"6aec9b08\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1500\" height=\"1000\" src=\"https:\/\/barrileteazul.com\/wp-content\/uploads\/2026\/06\/MarketingWeb.jpg\" class=\"attachment-full size-full wp-image-956\" alt=\"\" srcset=\"https:\/\/barrileteazul.com\/wp-content\/uploads\/2026\/06\/MarketingWeb.jpg 1500w, https:\/\/barrileteazul.com\/wp-content\/uploads\/2026\/06\/MarketingWeb-300x200.jpg 300w, https:\/\/barrileteazul.com\/wp-content\/uploads\/2026\/06\/MarketingWeb-1024x683.jpg 1024w, https:\/\/barrileteazul.com\/wp-content\/uploads\/2026\/06\/MarketingWeb-768x512.jpg 768w, https:\/\/barrileteazul.com\/wp-content\/uploads\/2026\/06\/MarketingWeb-18x12.jpg 18w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d015af9 elementor-widget elementor-widget-heading\" data-id=\"d015af9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Your customers don't buy products. They buy progress.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a67c21 elementor-widget elementor-widget-text-editor\" data-id=\"4a67c21\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This concept is known as Jobs To Be Done.<\/span><\/p><p><span style=\"font-weight: 400;\">And it's one of the most powerful tools for designing a growth strategy.<\/span><\/p><p><span style=\"font-weight: 400;\">People don't buy a drill because they want a drill.<\/span><\/p><p><span style=\"font-weight: 400;\">They buy it because they want to make a hole.<\/span><\/p><p><span style=\"font-weight: 400;\">They don't buy a gym membership because they want access to machines.<\/span><\/p><p><span style=\"font-weight: 400;\">They buy it because they want to look better, feel better, or improve their health.<\/span><\/p><p><span style=\"font-weight: 400;\">In the same way, your clients don't buy your services.<\/span><\/p><p><span style=\"font-weight: 400;\">They buy what those services allow them to achieve.<\/span><\/p><p><span style=\"font-weight: 400;\">When you understand the \u201cjob\u201d the client needs to get done, you find opportunities for differentiation that the competition often overlooks.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d19345f elementor-widget elementor-widget-heading\" data-id=\"d19345f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The power of the customer's voice<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6eb25e elementor-widget elementor-widget-text-editor\" data-id=\"c6eb25e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">If there's one source of information capable of transforming your strategy, it's the voice of the customer.<\/span><\/p><p><span style=\"font-weight: 400;\">In-depth interviews allow for the discovery of information that rarely appears in reports, dashboards, or traditional surveys.<\/span><\/p><p><span style=\"font-weight: 400;\">During a conversation you can identify:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What do they really value?.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What do they fear.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What gives them confidence.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What causes you doubt?.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What factors determined the purchase.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What experiences did you have with the competition?.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>This information becomes the raw material for any solid strategy.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e48ed0 elementor-widget elementor-widget-heading\" data-id=\"3e48ed0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">B2B Case Study: When Price Wasn't the Problem<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b497511 elementor-widget elementor-widget-text-editor\" data-id=\"b497511\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Imagine an industrial company that is convinced it is losing business because its prices are higher than those of some competitors.<\/span><\/p><p><span style=\"font-weight: 400;\">After interviewing current and prospective clients, you discover something unexpected.<\/span><\/p><p><span style=\"font-weight: 400;\">Buyers are not concerned about the price.<\/span><\/p><p><span style=\"font-weight: 400;\">They are concerned about supply chain delays.<\/span><\/p><p><span style=\"font-weight: 400;\">Every day of delay represents significant losses.<\/span><\/p><p><span style=\"font-weight: 400;\">What they really value is reliability.<\/span><\/p><p><span style=\"font-weight: 400;\">Suddenly, the strategy changes.<\/span><\/p><p><span style=\"font-weight: 400;\">The company stops talking about price and begins to communicate operational continuity, compliance, and risk reduction.<\/span><\/p><p><span style=\"font-weight: 400;\">The value proposition is strengthened.<\/span><\/p><p><span style=\"font-weight: 400;\">And the pressure on the price decreases.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fcfeb4 elementor-widget elementor-widget-heading\" data-id=\"2fcfeb4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Case Study B2C: When the Customer Isn't the Protagonist<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be5e0a3 elementor-widget elementor-widget-text-editor\" data-id=\"be5e0a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Let's think about a nutrition clinic.<\/span><\/p><p><span style=\"font-weight: 400;\">Initially, all communication revolves around losing weight.<\/span><\/p><p><span style=\"font-weight: 400;\">However, the interviews reveal something different.<\/span><\/p><p><span style=\"font-weight: 400;\">Many patients are looking to feel more energetic.<\/span><\/p><p><span style=\"font-weight: 400;\">Sleep better.<\/span><\/p><p><span style=\"font-weight: 400;\">Reduce inflammation.<\/span><\/p><p><span style=\"font-weight: 400;\">Regain confidence.<\/span><\/p><p><span style=\"font-weight: 400;\">Weight loss is important, but it's not the main motivation.<\/span><\/p><p><span style=\"font-weight: 400;\">By changing the communication approach, the clinic connects much better with its ideal patients.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2aa8f6 elementor-widget elementor-widget-heading\" data-id=\"d2aa8f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The competition is not who you think<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9058605 elementor-widget elementor-widget-text-editor\" data-id=\"9058605\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Another common error consists of defining competence from an internal perspective.<\/span><\/p><p><span style=\"font-weight: 400;\">The real competition is what the customer considers during their decision-making process.<\/span><\/p><p><span style=\"font-weight: 400;\">And many times it doesn't match the list you have in mind.<\/span><\/p><p><span style=\"font-weight: 400;\">That's why it's essential to ask:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What other options did you consider?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What did you like about them?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What didn't convince you?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why did you choose us?<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>These answers often reveal positioning opportunities that would otherwise go unnoticed.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65838ae elementor-widget elementor-widget-heading\" data-id=\"65838ae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Building a SWOT from the customer's perspective<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b68c2ab elementor-widget elementor-widget-text-editor\" data-id=\"b68c2ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Most SWOT analyses are built within a meeting room.<\/span><\/p><p><span style=\"font-weight: 400;\">But a much more powerful alternative exists.<\/span><\/p><p><span style=\"font-weight: 400;\">Build it from market perception.<\/span><\/p><p><span style=\"font-weight: 400;\">When interviewing clients, you can identify:<\/span><\/p><p><b>Strengths<\/b><\/p><p><span style=\"font-weight: 400;\">What they truly value.<\/span><\/p><p><b>Weaknesses<\/b><\/p><p><span style=\"font-weight: 400;\">Aspects that generate friction or concern.<\/span><\/p><p><b>Opportunities<\/b><\/p><p><span style=\"font-weight: 400;\">Unmet needs.<\/span><\/p><p><b>Threats<\/b><\/p><p><span style=\"font-weight: 400;\">Competitors or market changes that could affect your growth.<\/span><\/p><p><span style=\"font-weight: 400;\">This approach provides a much more objective and actionable view.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32d7e2f elementor-widget elementor-widget-heading\" data-id=\"32d7e2f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">From insights to value proposition<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d72e99 elementor-widget elementor-widget-text-editor\" data-id=\"4d72e99\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">All of this information has a purpose.<\/span><\/p><p><span style=\"font-weight: 400;\">Help you build a clear and differentiated value proposition.<\/span><\/p><p><span style=\"font-weight: 400;\">An effective value proposition answers three questions:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What problem do you help solve?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For whom?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why are you a better alternative?<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>The answer should come from the market.<\/span><\/p><p><span style=\"font-weight: 400;\">Do not give internal opinions.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a53923 elementor-widget elementor-widget-heading\" data-id=\"0a53923\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Positioning is a consequence, not a starting point<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98d2774 elementor-widget elementor-widget-text-editor\" data-id=\"98d2774\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Many companies try to define their positioning first.<\/span><\/p><p><span style=\"font-weight: 400;\">But positioning isn't invented.<\/span><\/p><p><span style=\"font-weight: 400;\">Is being built.<\/span><\/p><p><span style=\"font-weight: 400;\">And it is built from:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Deep customer knowledge.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Market research.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Competitor analysis.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Value proposition.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Competitive differentiation.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>When these elements are aligned, positioning emerges naturally.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c938235 elementor-widget elementor-widget-heading\" data-id=\"c938235\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to use artificial intelligence without losing differentiation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e23a0b elementor-widget elementor-widget-text-editor\" data-id=\"3e23a0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Tools like ChatGPT can greatly help you develop content, messaging, and strategies.<\/span><\/p><p><span style=\"font-weight: 400;\">But there is a condition.<\/span><\/p><p><span style=\"font-weight: 400;\">First, you need to deeply understand your customers.<\/span><\/p><p><span style=\"font-weight: 400;\">If you feed artificial intelligence with generic information, you will get generic answers.<\/span><\/p><p><span style=\"font-weight: 400;\">If you feed it with real market insights, it becomes an extraordinarily powerful tool.<\/span><\/p><p><span style=\"font-weight: 400;\">AI amplifies your strategy.<\/span><\/p><p><span style=\"font-weight: 400;\">It does not replace it.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83fc9ca elementor-widget elementor-widget-text-editor\" data-id=\"83fc9ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The best marketing strategies aren't born in a boardroom.<\/span><\/p><p><span style=\"font-weight: 400;\">They are born listening.<\/span><\/p><p><span style=\"font-weight: 400;\">Listening to purchasing decision-makers.<\/span><\/p><p><span style=\"font-weight: 400;\">Listening to those who choose your company.<\/span><\/p><p><span style=\"font-weight: 400;\">Listening to those who chose your competition.<\/span><\/p><p><span style=\"font-weight: 400;\">Because when you deeply understand your client, you start making decisions based on evidence, not assumptions.<\/span><\/p><p><span style=\"font-weight: 400;\">And that difference can completely transform the way you grow, position yourself, and compete.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7a11eb7b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7a11eb7b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-73fb6813\" data-id=\"73fb6813\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-69631e39 elementor-widget elementor-widget-heading\" data-id=\"69631e39\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Do you want to build a marketing strategy based on real evidence and not opinions?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6de5be81 elementor-widget elementor-widget-text-editor\" data-id=\"6de5be81\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">At Barrilete Azul, we help you discover what your customers truly value, identify opportunities for differentiation, and design sustainable growth strategies based on research, interviews, and competitive analysis.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-694d7edd elementor-widget elementor-widget-spacer\" data-id=\"694d7edd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div 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