Lara Barboza
Marketing Lead
Main focus: Tech needs better storytelling
Websites/Blogs/Social Media Accounts:
https://brandingbylara.com/
Social Media:
Languages: English, Portuguese, Spanish
City: Barcelona
Country: Spain
Topics: brand marketing, brand building, fair ai, ai marketing, brand positioning, product marketing, building ai brands responsibly, market adaptability, cross-cultural leadership
Services: Talk, Workshop management, Consulting
Willing to travel for an event.
Most tech and SaaS companies sound similar. Same words, same claims and audiences tune out almost all of them. The product is rarely the problem. The story is.
Entertainment solved this decades ago. I spent years managing content for Paramount and Warner Bros. Discovery across Latin America and Brazil, where a story earns attention or loses it in seconds. For the past 5 years I've brought that discipline to tech and SaaS. This talk shows how B2B can make audiences recognise, remember, and repeat them, before a single feature comes up.
Lara Barboza is a brand strategist and fractional CMO, and the founder of Branding By Lara, a studio helping B2B SaaS companies get sharply specific on what they do so customers buy and investors back them. With 12+ years across Europe and Latin America, she led content for Paramount and Warner Bros. Discovery before bringing that discipline to tech. She works between Berlin and Barcelona: German rigour, Barcelona sensibility, a Brazilian eye.