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Brazilian MarTech Companies Share Covid-19 Impacts on Digital Transformation



Kenneth Correa 80 20 Marketing

We talked to Kenneth Corrêa, Co-Founder @ 80 20 Marketing about marketing and advertising, and this is what he said:

First of all, how are you and your family doing in these COVID-19 times? 

Kenneth Corrêa: Thanks for the question. My close family (wife + 2 kids) have been infected twice (August and December 2020), but luckily without any complicated symptoms. But since the second time, and considering the actual condition of the Pandemic in Brazil, we’re more isolated than last year, and doing great!

Tell us about you, your career, how you founded 80 20 Marketing.

Kenneth Corrêa: I was born (1983) and raised in Mato Grosso do Sul, Brazil, where I graduated in Business Administration and became a university teacher in mid-2005. In that same year, I found a technology company which in the last 16 years, and 11 M&A deals later, we’ve come to the actual business model, of an end-to-end MarTech solutions developer and provider for mid-sized Brazilian companies selling country-wide and to Latin America.

How does 80 20 Marketing innovate? 

Kenneth Corrêa: Our focus is ORGANIZATIONAL INNOVATION, which means: innovating on our internal processes to deliver better, faster, cheaper solutions focusing on our clients’ main priorities, evaluating results on a single KPI.

How the coronavirus pandemic affects your business and how are you coping?

Kenneth Corrêa: On the clients’ side, we’ve lost some contracts, but, considering digital transformation acceleration, in 2020 we earned more customers than in 2019. In 2021 business is even faster.

On the team side, on March 18th, 2020, we moved everybody out of the office, and have been coming back to the office each employee of his own choice (some realized they can’t work from home on an everyday basis).

Did you have to make difficult choices, and what are the lessons learned?

Kenneth Corrêa: To be honest, no new difficult choices. At least none that we didn’t make before the Pandemic. Lessons learned with the Pandemic? Sure! Especially regarding employees onboarding and retention in a work-from-home (WFH) environment.

What specific tools, software, and management skills are you using to navigate this crisis?

Kenneth Corrêa: Studio and Trello.

Who are your competitors? And how do you plan to stay in the game?

Kenneth Corrêa: Large Marketing Agencies and Consulting Companies operating in the Brazilian market.

To stay in the game: be faster than established competitors, and never forget to keep hustling like a startup. E-ve-ry day!

Your final thoughts?

Kenneth Corrêa: Adaptation is the norm. The ability to move fast, test everything, and no rest during war times!

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