#49 Mobile Marketing Lessons from LATAM (Winclap)

In today’s episode, a CEO shares his insights on building a mobile marketing company that provides both media services and builds tech solutions. Based in Argentina, our guest also shares his perspective on what mobile marketers in South America have to bring to the international table.

Mariano Sáenz is the co-founder and CEO of Winclap, a marketing platform providing media services and building mobile marketing tech solutions. Winclap helps its clients grow their businesses by running user acquisition, retargeting, and re-engagement campaigns across multiple channels, with a focus on visualization, AI engines, and capacity building.

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• Tell us the story of Winclap. What are your core competencies?
• Is there anything you would have done differently when you started your company?
• What are some of the advantages of being a business based in Argentina?
• In your opinion, what are some of the strengths and challenges of Latin American mobile marketers?
• What does the future hold for Winclap?

• 6:57 What is Winclap?
• 8:57 Why Winclap added media services on top of building tech
• 12:26 What Mariano would have done differently starting his company
• 16:05 Argentina: Access to amazing, passionate talent & business opportunities
• 18:35 Strengths: Adaptability to crisis; sophisticated ability to localize
• 21:25 Weaknesses: Lack of access to international industry conversations in real-time
• 24:40 What’s on the horizon for Winclap

(12:59-13:17) “Focusing on what’s important is the main lesson we learned. Focusing on what our clients really, really, really need and having that obsession to solve real problems. I think we’re working nowadays with that way of thinking but it was not always this way in the past.”

(20:09-20:58) “Adapting to the information. Adapting in general. We are super dynamic. We are super used to crisis, like we have a crisis here every 5-10 years. So we are always adapting. Actually, for example, I always hear from U.S. advisors, not only the U.S. but advisors in general, is ‘failing fast.’ Here in Argentina, we’re very used to failing. And actually, we never fail 100%; we’re always putting another effort to stay alive. I think that ability to always try to stay alive–it’s amazing. And that happens because, since we were born, we’re always living in an economic crisis and fighting against the ecosystem, and I think that builds a really tough personality. We’re really able to survive in the long run.”