Co-Founder and CEO of Siete, where he leads the growth strategy to help B2B companies in LATAM build predictable lead generation engines.
Defining the ICP (Ideal Customer Profile) is the step almost every sales framework mentions and almost none explains with real data. After running 29 B2B prospecting campaigns across 22 LATAM countries, here are the patterns that actually show up again and again — not generic theory, but what the campaigns' own results end up showing.
The campaigns in our sample with the best result-to-time ratio weren't the ones targeting "mid-sized LATAM companies" — they were the ones that defined a specific ICP by industry, company size, and decision-maker title from day one. The clearest case: Quix reached 24+ qualified meetings a month running 4 countries simultaneously (Argentina, Colombia, Peru, Dominican Republic) — not because attacking more countries is automatically better, but because each market had its own tailored ICP, not a generic copy of the same profile.
Technology and IT Services account for 13 of our 29 campaigns — nearly half. That's not a coincidence: these are industries with shorter decision cycles, prospecting budget already allocated, and a decision-maker (Sales Director, VP of Sales, CTO) that's relatively easy to identify by firmographics. If your ICP sits in these industries, the reference benchmark is higher (14.4 and 11.2 meetings/month on average); if you're in industries less represented in the outbound market (logistics, retail), the learning curve to find the right ICP tends to be longer — not because the process is broken, but because there's less precedent.
In our sample, Peru (12 campaigns) and Mexico (11) have more presence than Brazil (8) — a data point that contradicts the intuition that LATAM's largest market should concentrate the most B2B prospecting activity. We don't have a definitive answer for the exact cause in our sample, but it lines up with something commonly documented in regional expansion: Brazil's own language and regulatory specifics (like LGPD) mean it's usually treated as a separate move, not an automatic extension of the Spanish-speaking ICP — worth keeping in mind if your ICP includes progressive regional expansion, instead of assuming a message that works in Spanish translates without further adjustment.
The month-1 benchmark is almost never the month-4 benchmark. In campaigns where the initial ICP turned out to be too broad, the adjustment — not outreach volume — is what moved results from 8 to 15+ meetings/month. This shows especially clearly in multi-country campaigns: VFG Consulting, with over 90 qualified meetings a month across 19 countries, didn't get there with month-1's ICP — it got there by adjusting market by market based on real data about which segment responded best in each country.
None of the best-performing campaigns in our sample defined their ICP by company size alone. The combination that consistently works is: specific industry, the right decision-maker title, and some intent signal (recent growth, leadership change, geographic expansion) — not simply "companies with 50 to 500 employees."
If your current campaign targets a broad ICP for convenience (easier to define, more prospects on the list), data from these 29 campaigns suggests you'll take longer to find traction, not less. Starting narrower — one industry, one title, one country — and expanding based on real data about what works is the pattern that repeats across the best-performing campaigns in our sample.
Analysis based on 29 B2B prospecting campaigns run by Siete, documented as public case studies, across 11 industries and 22 countries in LATAM, North America, and Europe.
Let's talk about how to define the right ICP for your campaign.
SIE7E. Copyright © 2026. All rights reserved.
