{"id":7751,"date":"2026-06-01T13:35:47","date_gmt":"2026-06-01T13:35:47","guid":{"rendered":"https:\/\/marketcrosscompany.com\/?p=7751"},"modified":"2026-06-01T13:58:41","modified_gmt":"2026-06-01T13:58:41","slug":"quienes-influyen-hoy-en-la-conversacion-tecnologica-b2b-en-espana-y-latam","status":"publish","type":"post","link":"https:\/\/marketcrosscompany.com\/en\/blog\/quienes-influyen-hoy-en-la-conversacion-tecnologica-b2b-en-espana-y-latam\/","title":{"rendered":"Who Is Shaping Today\u2019s B2B Technology Conversation in Spain and Latin America?"},"content":{"rendered":"<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Today\u2019s ecosystem\u2014where artificial intelligence, automation, data analytics, and digital transformation are advancing at record speed\u2014poses an increasingly complex challenge for B2B technology brands: achieving credibility, relevance, and real visibility.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Issuing press releases or running campaigns is no longer enough. Audiences\u2014from CEOs to technical decision-makers\u2014seek trusted voices, experienced specialists, and thought leaders capable of translating innovation into tangible business impact. Identifying and strategically engaging with opinion leaders within the tech ecosystem has become a central component of any modern corporate communications strategy.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Based on a recent infographic developed by PR for Business highlighting technology leaders in Spain and Latin America, we analyze which profiles are currently leading the B2B technology conversation\u2014and why brands should pay attention.<\/span><\/p>\n<p style=\"text-align: left;\"><b>You may be interested: <\/b><a href=\"https:\/\/marketcrosscompany.com\/en\/blog-ideas-en\/international-brand-narrative-strategic-storytelling-global-markets\/\"><b>Global Consolidation Through Storytelling: How to Build a Strategic Brand Narrative for International Markets<\/b><\/a><\/p>\n<p style=\"text-align: left;\"><b>Why Are Opinion Leaders Important in B2B Technology?<\/b><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7749 size-large\" src=\"https:\/\/marketcrosscompany.com\/wp-content\/uploads\/2026\/06\/10-key-spanish-b2b-tech-opinion-leaders-1024x704.png\" alt=\"\" width=\"1024\" height=\"704\" srcset=\"https:\/\/marketcrosscompany.com\/wp-content\/uploads\/2026\/06\/10-key-spanish-b2b-tech-opinion-leaders-1024x704.png 1024w, https:\/\/marketcrosscompany.com\/wp-content\/uploads\/2026\/06\/10-key-spanish-b2b-tech-opinion-leaders-980x673.png 980w, https:\/\/marketcrosscompany.com\/wp-content\/uploads\/2026\/06\/10-key-spanish-b2b-tech-opinion-leaders-480x330.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Because they function as \u201ctrust accelerators.\u201d<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">In highly technical or competitive markets, opinion leaders help to:<\/span><\/p>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Validate emerging trends and technologies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Translate complex concepts into accessible conversations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generate qualified awareness<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Influence brand perception<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Amplify launches, research, or corporate announcements<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Position executives and companies within the public agenda<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">In other words: they do not just communicate technology. They build legitimacy.<\/span><\/p>\n<p style=\"text-align: left;\"><b>Which Profiles Are Leading the Spanish-Speaking Tech Conversation Today?<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The infographic also highlights leaders from different markets across Latin America and Spain, featuring profiles that combine:<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Technology journalism<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">AI research<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Digital education<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Economics and business<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Entrepreneurship<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Digital transformation<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Multiplatform content creation<\/span><\/p>\n<blockquote>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The selection also reflects a significant shift: tech opinion leaders no longer exist solely within traditional media. Many now build influence through LinkedIn, podcasts, YouTube, newsletters, specialized events, and professional communities.<\/span><\/p>\n<\/blockquote>\n<p style=\"text-align: left;\"><b>What Do These Thought Leaders Have in Common?<\/b><\/p>\n<ol style=\"text-align: left;\">\n<li><span style=\"font-weight: 400;\"> Ability to Explain Technology Through Human Impact<\/span><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The most influential voices are not necessarily the most technical ones, but those capable of connecting innovation with real business, productivity, or societal challenges.<\/span><\/p>\n<ol style=\"text-align: left;\" start=\"2\">\n<li><span style=\"font-weight: 400;\"> Authority Built Over Time<\/span><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Most combine:<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Journalistic experience<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Academic research<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Event participation<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Consistent publishing<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Multiplatform presence<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">B2B influence cannot be improvised.<\/span><\/p>\n<ol style=\"text-align: left;\" start=\"3\">\n<li><span style=\"font-weight: 400;\"> Active Professional Communities<\/span><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Many of these profiles sustain ongoing conversations with:<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Executives<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Startups<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Entrepreneurial ecosystems<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Universities<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">CIOs and CTOs<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Regulators<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Investment funds<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">This positions them as strategic nodes within the technology ecosystem.<\/span><\/p>\n<p style=\"text-align: left;\"><b>How Can Brands Work with Tech Opinion Leaders?<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">It is not simply about sending a product or requesting a post.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The most effective strategies typically include:<\/span><\/p>\n<p style=\"text-align: left;\"><b>Joint Thought Leadership<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Interviews<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Whitepapers<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Research reports<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Opinion columns<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Webinars<\/span><\/p>\n<p style=\"text-align: left;\"><b>Event Participation<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Panels<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Moderation roles<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Keynotes<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Specialized coverage<\/span><\/p>\n<p style=\"text-align: left;\"><b>Value-Driven Content<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Educational videos<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Podcast appearances<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Trend analysis<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">AI and digital transformation debates<\/span><\/p>\n<p style=\"text-align: left;\"><b>Long-Term Relationships<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The most successful brands understand that relationships with opinion leaders must be built through consistency and credibility\u2014not only during isolated campaigns.<\/span><\/p>\n<p style=\"text-align: left;\"><b>You may be interested: <\/b><a href=\"https:\/\/marketcrosscompany.com\/en\/uncategorized\/purpose-driven-storytelling-social-impact\/\"><b>Purpose-Driven Storytelling: How Brands Can Build Social Impact Through Strategic Communication<\/b><\/a><\/p>\n<p style=\"text-align: left;\"><b>Trends Shaping the B2B Tech Conversation<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Based on the highlighted profiles, the topics gaining the most traction include:<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Artificial Intelligence applied to business<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Automation<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Nearshoring<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Technology regulation<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Cybersecurity<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Corporate digital transformation<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Machine Learning<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Digital economy<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Technology education<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Sustainable innovation<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">This represents a major opportunity for companies seeking early positioning within these conversations.<\/span><\/p>\n<p style=\"text-align: left;\"><b>What Should a B2B Communications Team Do Today?<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Key recommendations:<\/span><\/p>\n<ol style=\"text-align: left;\">\n<li><span style=\"font-weight: 400;\"> Build Narrative Before Campaigns<\/span><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Audiences remember stories and positioning\u2014not just announcements.<\/span><\/p>\n<ol style=\"text-align: left;\" start=\"2\">\n<li><span style=\"font-weight: 400;\"> Identify Relevant Voices by Market<\/span><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">An influential figure in Mexico may not generate the same impact in Argentina or Brazil.<\/span><\/p>\n<ol style=\"text-align: left;\" start=\"3\">\n<li><span style=\"font-weight: 400;\"> Integrate PR + Content + Social Media<\/span><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Today\u2019s conversations occur simultaneously across media outlets, LinkedIn, podcasts, events, and digital platforms.<\/span><\/p>\n<ol style=\"text-align: left;\" start=\"4\">\n<li><span style=\"font-weight: 400;\"> Work with Consistency<\/span><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Building technological reputation requires continuity and strategic vision.<\/span><\/p>\n<p style=\"text-align: left;\"><b>FAQs<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">What is the difference between an influencer and a B2B opinion leader?<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Influencers typically focus on reach and mass engagement. B2B opinion leaders build technical authority, reputation, and credibility within a specific industry.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Why has LinkedIn become so important in B2B technology?<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Because it concentrates professional conversations, executives, decision-makers, and highly segmented technical communities.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Do traditional media still matter?<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Yes\u2014especially when combined with digital content, social media, and thought leadership strategies.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Should technology brands work only with journalists?<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Not necessarily. Today, the following profiles are also highly relevant:<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Analysts<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Educators<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Researchers<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Economists<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Tech entrepreneurs<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">AI specialists<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">What risk does a brand face if it does not participate in these conversations?<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Losing relevance, authority, and visibility compared to competitors actively occupying these spaces.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">B2B technology communication is undergoing a profound transformation. Companies capable of building genuine relationships with influential voices in the ecosystem not only gain exposure\u2014they generate trust, reputation, and long-term strategic positioning.<\/span><\/p>\n<p style=\"text-align: left;\"><b>About MarketCross<\/b><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022),\u00a0 Eikon Argentina (2023), Eikon Internacional (2023, 2024 and 2025).<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today\u2019s ecosystem\u2014where artificial intelligence, automation, data analytics, and digital transformation are advancing at record speed\u2014poses an increasingly complex challenge for B2B technology brands: achieving credibility, relevance, and real visibility. Issuing press releases or running campaigns is no longer enough. Audiences\u2014from CEOs to technical decision-makers\u2014seek trusted voices, experienced specialists, and thought leaders capable of translating innovation [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":7749,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"<!-- wp:paragraph -->\n<p>Hoy existe un ecosistema donde la inteligencia artificial, la automatizaci\u00f3n, el an\u00e1lisis de datos y la transformaci\u00f3n digital avanzan a velocidad r\u00e9cord, las marcas B2B tecnol\u00f3gicas enfrentan un desaf\u00edo cada vez m\u00e1s complejo: lograr credibilidad, relevancia y visibilidad real.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>No alcanza solamente con emitir comunicados o pautar campa\u00f1as. Las audiencias \u2014desde CEOs hasta tomadores de decisi\u00f3n t\u00e9cnicos\u2014 buscan voces confiables, especialistas con trayectoria y referentes capaces de traducir la innovaci\u00f3n en impacto concreto para los negocios: identificar y vincularse estrat\u00e9gicamente con opinion leaders del ecosistema tech se volvi\u00f3 una pieza central dentro de cualquier estrategia moderna de comunicaci\u00f3n corporativa.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A partir de una reciente infograf\u00eda elaborada por <strong><em>PR for Business<\/em><\/strong> sobre referentes tecnol\u00f3gicos en Espa\u00f1a y Am\u00e9rica Latina, analizamos qu\u00e9 perfiles est\u00e1n liderando hoy la conversaci\u00f3n B2B en tecnolog\u00eda y por qu\u00e9 las marcas deber\u00edan prestarles atenci\u00f3n.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Te puede interesar: <\/strong><a href=\"https:\/\/marketcrosscompany.com\/sin-categorizar\/narrativa-marca-internacional-storytelling-mercados-globales\/\"><strong>Consolidaci\u00f3n global a trav\u00e9s del storytelling: c\u00f3mo se construye una narrativa estrat\u00e9gica de marca para mercados internacionales<\/strong><\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfPor qu\u00e9 son importantes los opinion leaders en tecnolog\u00eda B2B?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Porque funcionan como \u201caceleradores de confianza\u201d.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>En mercados altamente t\u00e9cnicos o competitivos, los l\u00edderes de opini\u00f3n ayudan a:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Validar tendencias y tecnolog\u00edas emergentes\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Traducir conceptos complejos en conversaciones accesibles\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Generar awareness calificado\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Influir en la percepci\u00f3n de marca\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Amplificar lanzamientos, investigaciones o anuncios corporativos\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Posicionar ejecutivos y compa\u00f1\u00edas dentro de la agenda p\u00fablica\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>En otras palabras: no solo comunican tecnolog\u00eda. Construyen legitimidad.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfQu\u00e9 perfiles est\u00e1n liderando hoy la conversaci\u00f3n tech en habla hispana?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>La infograf\u00eda tambi\u00e9n&nbsp; destaca referentes provenientes de distintos mercados de LATAM y Espa\u00f1a, con perfiles que combinan:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Periodismo tecnol\u00f3gico\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Investigaci\u00f3n en IA\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Educaci\u00f3n digital\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Econom\u00eda y negocios\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Emprendedurismo\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Transformaci\u00f3n digital\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Contenido multiplataforma\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>P\u00c1RRAFO A DESTACAR: La selecci\u00f3n tambi\u00e9n evidencia un cambio relevante: los l\u00edderes de opini\u00f3n tech ya no viven \u00fanicamente en medios tradicionales. Muchos construyen influencia desde LinkedIn , Podcast, YouTube, Newsletters, Eventos especializados, Comunidades profesionales&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfQu\u00e9 tienen en com\u00fan estos referentes?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>1. Capacidad de explicar tecnolog\u00eda con impacto humano<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Los referentes que generan mayor influencia no son necesariamente quienes hablan m\u00e1s t\u00e9cnico, sino quienes logran conectar la innovaci\u00f3n con problemas reales de negocio, productividad o sociedad.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>2. Autoridad construida en el tiempo<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>La mayor\u00eda combina:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Trayectoria period\u00edstica\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Investigaci\u00f3n acad\u00e9mica\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Participaci\u00f3n en eventos\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Publicaciones constantes\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Presencia multiplataforma\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>La influencia en B2B no se improvisa.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>3. Comunidad profesional activa<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Muchos de estos perfiles construyen conversaciones permanentes con: Ejecutivos, Startups, Ecosistemas emprendedores,&nbsp; Universidades, CIOs y CTOs, Reguladores,&nbsp; Fondos de inversi\u00f3n. Y eso los convierte en nodos estrat\u00e9gicos dentro del ecosistema tecnol\u00f3gico.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfC\u00f3mo pueden las marcas trabajar con opinion leaders tech?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>No se trata solamente de \u201cmandar un producto\u201d o pedir una publicaci\u00f3n.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Las estrategias m\u00e1s efectivas suelen incluir:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Thought Leadership conjunto<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Entrevistas\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Whitepapers\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Research reports\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Columnas de opini\u00f3n\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Webinars\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p><strong>Participaci\u00f3n en eventos<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Paneles\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Moderaciones\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Keynotes\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Cobertura especializada\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p><strong>Contenido de valor<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Videos educativos\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Podcast appearances\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>An\u00e1lisis de tendencias\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Debates sobre IA y transformaci\u00f3n digital\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p><strong>Relaci\u00f3n a largo plazo<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Las marcas m\u00e1s exitosas entienden que la relaci\u00f3n con l\u00edderes de opini\u00f3n debe construirse con consistencia y credibilidad, no solamente durante campa\u00f1as puntuales.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Te puede interesar: <\/strong><a href=\"https:\/\/marketcrosscompany.com\/blog-ideas\/storytelling-con-proposito-impacto-social\/\"><strong>Storytelling con prop\u00f3sito: c\u00f3mo las marcas pueden construir impacto social desde la comunicaci\u00f3n estrat\u00e9gica<\/strong><\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Tendencias que est\u00e1n marcando la conversaci\u00f3n tech B2B<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A partir de los perfiles destacados en la infograf\u00eda, queda claro que los temas que m\u00e1s est\u00e1n ganando terreno son:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Inteligencia Artificial aplicada a negocios\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Automatizaci\u00f3n\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Nearshoring\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Regulaci\u00f3n tecnol\u00f3gica\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Ciberseguridad\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Transformaci\u00f3n digital corporativa\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Machine Learning\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Econom\u00eda digital\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Educaci\u00f3n tecnol\u00f3gica\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Innovaci\u00f3n sostenible\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Esto representa una oportunidad enorme para compa\u00f1\u00edas que quieran posicionarse tempranamente en esas conversaciones.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfQu\u00e9 debe hacer hoy un equipo de comunicaci\u00f3n B2B?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Algunas recomendaciones clave:<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Construir narrativa antes que campa\u00f1as<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Las audiencias recuerdan historias y posicionamientos, no solamente anuncios.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true,\"start\":2} -->\n<ol start=\"2\" class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Identificar voces relevantes por mercado<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Un referente influyente en M\u00e9xico puede no tener el mismo impacto en Argentina o Brasil.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true,\"start\":3} -->\n<ol start=\"3\" class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Integrar PR + contenido + social media<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Hoy la conversaci\u00f3n ocurre simult\u00e1neamente en medios, LinkedIn, podcasts, eventos y plataformas digitales.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true,\"start\":4} -->\n<ol start=\"4\" class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Trabajar con consistencia<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>La construcci\u00f3n de reputaci\u00f3n tecnol\u00f3gica requiere continuidad y visi\u00f3n estrat\u00e9gica.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>FAQs<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfQu\u00e9 diferencia hay entre un influencer y un opinion leader B2B?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>El influencer suele enfocarse en alcance y engagement masivo. El opinion leader B2B construye autoridad t\u00e9cnica, reputaci\u00f3n y credibilidad dentro de una industria espec\u00edfica.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfPor qu\u00e9 LinkedIn se volvi\u00f3 tan importante en tecnolog\u00eda B2B?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Porque concentra conversaciones profesionales, ejecutivos, decisores y comunidades t\u00e9cnicas altamente segmentadas.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfLos medios tradicionales siguen siendo importantes?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>S\u00ed. Especialmente cuando se combinan con contenido digital, social media y estrategias de thought leadership.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfLas marcas tecnol\u00f3gicas deben trabajar solamente con periodistas?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>No necesariamente. Hoy tambi\u00e9n son relevantes:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Analistas\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Educadores\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Investigadores\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Economistas\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Emprendedores tech\u00a0<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Especialistas en IA\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p><strong>\u00bfQu\u00e9 riesgo existe si una marca no participa de estas conversaciones?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Perder relevancia, autoridad y visibilidad frente a competidores que s\u00ed est\u00e1n ocupando esos espacios. La comunicaci\u00f3n tecnol\u00f3gica B2B atraviesa una transformaci\u00f3n profunda. Hoy, las compa\u00f1\u00edas que logran construir relaciones genuinas con voces influyentes del ecosistema no solo generan mayor exposici\u00f3n: generan confianza, reputaci\u00f3n y posicionamiento estrat\u00e9gico de largo plazo<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Acerca de MarketCross<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Somos una agencia global de Relaciones P\u00fablicas que desde 1996 ayuda a crear conexiones entre grandes marcas y sus audiencias de forma innovadora y cercana, elevando su reputaci\u00f3n y narrativa para impulsar resultados de negocio.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>La trayectoria recorrida co-construyendo con m\u00e1s de 300 clientes provenientes de diversos or\u00edgenes culturales y diferentes industrias nos han proporcionado una perspectiva \u00fanica para ofrecer soluciones de comunicaciones estrat\u00e9gicas personalizadas y efectivas en cualquier rinc\u00f3n del mundo.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Nuestro equipo de expertos ubicados en las principales ciudades del mundo, combina la visi\u00f3n global con una amplia experiencia en el mercado local y una curiosidad que traspasa fronteras para estar atentos a los cambios y tendencias de los mercados y la sociedad.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>El trabajo de MarketCross ha sido reconocido en diferentes premios internacionales como los Latin America Excellence Awards (2016 y 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023, 2024 y 2025).<\/p>\n<!-- \/wp:paragraph -->","_et_gb_content_width":"","footnotes":""},"categories":[58],"tags":[63,68,65],"class_list":["post-7751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-pr-en","tag-pr-latam-en","tag-strategic-communications-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Who Is Shaping Today\u2019s B2B Technology Conversation in Spain and Latin America? - MarketCross - Agencia de PR que impulsa tu negocio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketcrosscompany.com\/en\/blog\/quienes-influyen-hoy-en-la-conversacion-tecnologica-b2b-en-espana-y-latam\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who Is Shaping Today\u2019s B2B Technology Conversation in Spain and Latin America? - MarketCross - Agencia de PR que impulsa tu negocio\" \/>\n<meta property=\"og:description\" content=\"Today\u2019s ecosystem\u2014where artificial intelligence, automation, data analytics, and digital transformation are advancing at record speed\u2014poses an increasingly complex challenge for B2B technology brands: achieving credibility, relevance, and real visibility. 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