B2B · LATIN AMERICA
Complexity across 12 countries. Strategy connected to operations.
Digitizing retail relationships across 12 countries, connecting the sales force, digital channels and data across a regional operation.
THE CHALLENGE
The relationship between sales representatives and points of sale has always been the foundation of the operation. Digitization needed to make life more convenient for retailers while preserving the trust built by the sales force.
Each bottler had its own culture, pace and level of digital maturity. The challenge was to integrate in-person operations with digital platforms, with a shared direction for Latin America and room for the realities of each market.
THE THUNDER APPROACH
Since 2020, Thunder Mustard has been a strategic partner in the region's digitization journey. The work included creating a playbook — a set of practical guidelines — for acquiring, converting and retaining B2B customers.
Multidisciplinary squads applied this guidance across 12 countries. Strategy, channels, technology, content and data became part of the same discussion: how to make buying easier, support salespeople and expand retailers' use of digital channels.
OUR WORK AND DELIVERABLES
From strategy to implementation.
We led the definition of the region's digital vision, using proprietary frameworks to ensure a consistent strategy across 12 countries. The work included designing business models aligned with changes in retailers' buying behavior and guidelines to steer the development of operations.
We developed and improved customer touchpoints to connect in-person and digital service. This omnichannel experience helped make retail purchasing more convenient and expand the B2B channel into a service environment that supports the traditional sales force.
We connected ERPs — the systems used to manage operations — and CRMs across different bottlers. Organizing and activating this data brought customer information together and automated processes. In Mexico, onboarding — registering and bringing new customers into the operation — went from 21 days to 1.
We managed media and content campaigns focused on return on investment and B2B audience engagement. The work combined community building, semantic SEO — content organized around the audience's questions and topics — and campaigns to increase channel adoption and digital sales.
RESULTS AND PROGRESS
Progress also showed in the companies' structure: dedicated digital departments, greater integration between teams and a routine built around continuous performance tracking.
Project scope and results presented in the Thunder Mustard archive .
WHAT THIS EXPERIENCE TAUGHT US
The transformation brought together Thunder Mustard, Coca-Cola's operations, global consultancies and the bottlers themselves. The shared purpose was to make the traditional channel more digital, accessible and efficient. This experience shows how a regional vision delivers results when it meets execution capacity and collaboration within each operation.
A shared strategy had to account for different cultures, journeys and levels of maturity. It shows why understanding the business comes before defining the actions.
Our consultative approachThe buying experience, channels and data worked together. This connection reflects the principle behind our Digital Marketing Tripod.
Meet the TripodThe work extended to customer registration, representative support and digital purchasing. Tracking went beyond campaign metrics.
B2B marketing in practice
