Silvia Banchini: "Geomarketing is like the GPS for your business; it shows you the most efficient route to grow internationally."

 

 

inAtlas is a technology company specialized in solutions for Big Data, Geomarketing and Artificial Intelligence, which offers advanced tools for commercial prospecting, optimization of expansion strategies, and strategic decision-making. 50% owned by INFORMA D&B (Cesce Group), inAtlas provides companies with geolocated information and predictive analytics to identify the most profitable markets, minimize risks, and optimize costs, both nationally and internationally. Its focus is on transforming complex data into actionable information to drive business growth.

 

Silvia Banchini, co-founder and cornerstone of inAtlas, serves as Commercial and Operational Director, bringing more than two decades of experience in B2B sales, geomarketing y data analyticsHer career includes leading teams in Spain and Portugal, achieving annual growth of over 30% through the implementation of customized sales strategies. With a solid background that includes an MBA from The Power MBA and executive training from Harvard, as well as a Commercial Management Program from ESADE, Silvia is an expert in business development, operations, strategic consulting, and, especially, in the creation of innovative B2B solutions that drive business growth.

 

Silvia, to start, and briefly, what does inAtlas do and how does your Geomarketing solution help Spanish companies in their internationalization process?

 

Silvia Banchini: inAtlas is a company specialized in technology, Big Data and business solutions based on the geospatial component. We help companies with their commercial prospecting strategies, that is, identifying where their best customers are and where they can expand their business. Our goal is to identify the most profitable markets for growth, both nationally and internationally.

 

From the privileged perspective of inAtlas, which analyzes data in real time, what are the most notable trends you see in the Spanish foreign sector in the short and medium term? 

 

SB: Over the past three years, we have conducted a comprehensive analysis of the evolution of Spanish startups' market expansion and entry, as well as their mortality rate. We have observed a upward trend in SMEs and small businesses that are embarking on internationalization. In fact, 2024 has been a good year for Spain in this context, showing remarkable resilience. We rely on global data from companies active in around 200 countries, but we also work with import and export customs data, specifically analyzing the Spanish market abroad. There are many interesting sectors in Spain at the export level. Among the main ones, I can mention the biochemical sector, the automotive sector, the ceramics export sector, and the agri-food sector, which are experiencing significant growth.

 

 

inAtlas: Geospatial Intelligence for the International Expansion of Spanish Companies

 

 

What key factors would you say define the current landscape for companies that export or want to export?

 

SB I believe it's essential for Spanish companies to pay close attention to market trends to remain competitive internationally. The resilience Spain has already demonstrated must be strengthened, and it's crucial to pay close attention to new markets and, above all, to sectors where Spain is strong and can export more. I'm not just referring to products, but also to services. Spain has a very attractive industrial sector, but also a service industry, especially in tourism and the tertiary sector, which can be exported. 

 

In a context of global uncertainty, inAtlas provides vital information for decision-making. Could you share a specific example of how your Big Data and AI tools have recently helped a company minimize risks or costs in its international operations?

 

SB We work with the logistics sector and with sectors closely linked to exports, such as large manufacturers. We have an emblematic case, a client we've worked with for the last five years. They've shared with us that they achieved triple cost savings By focusing their efforts on the most profitable markets and designing more competitive products specifically for those markets. Our work consists of offering up-to-date and reliable information on potential buyers in each market, helping Spanish companies understand that, despite having a broad product portfolio, not all products are sold in the same way or through the same channels, and that customization for the end consumer is key.

 

This has been demonstrated in examples with industrial machinery manufacturers and in heavy industry, where we have achieved very interesting results. Also in the logistics sector, our tools have made it possible to analyze transportation costs and determine whether an operation was profitable and insurable.

 

With your extensive experience in B2B sales and data analysis, what three key pieces of advice would you give to a Spanish company looking to expand into new markets or consolidate its international presence today?

 

SB: I would divide the advice into two blocks. For companies that are beginning an internationalization process, one of the most important decisions is to carry out a good analysis of the most convenient market, considering proximity. There are significant costs involved in entering a new market, and it's not always clear whether there are suitable distributors for our product. Obviously, a company that expands generally seeks B2B partners and always needs a distributor. The first recommendation is to conduct a thorough market study. Afterward, I would advise don't be too ambitious at firstIt's better to focus on and understand organic growth first, optimizing costs in this first step, and then replicating operations as accurately as possible. For those already established, the current landscape demands a strong capacity for rapid change of strategy. We have to be realistic; some markets can be sacrificed if there are others of great interest that can be explored without fear of taking the plunge.

 

The Future of Geomarketing in Internationalization:

 

Looking ahead, how do you think geomarketing solutions and the use of artificial intelligence will evolve to continue supporting companies in their global expansion? Are there any new developments at inAtlas you can tell us about?

 

SB: The geomarketing It became very popular with the appearance of Google Maps in 2000, which democratized the use of maps and familiarized us with location information. I think geomarketing will have a long run. We always say: this type of solution is like giving yourself a GPS for your businessIf you want to be at a certain point in five years, we'll show you the fastest, most cost-effective route with the greatest chance of success. We believe it has great potential for growth, especially through artificial intelligence and new data modeling technologies. The goal is for the end user to have a easy-to-use solutionIn this sense, both we and our competitors are achieving very easy-to-use solutions, so that a technician is not required. At the management and executive levels, quick decisions are being made based on results. And artificial intelligence is allowing us to have greater predictive capacity.