Editorial Team Marketing for Maersk Latin America in 2026 means getting your head around nearshoring. This isn’t some buzzword. It’s fundamentally re-wiring supply chains and entire economies in the region. Companies are scrambling to move production from Asia to Latin America, pushed by everything from geopolitics and sustainability targets to just wanting a supply chain that doesn’t snap. For B2B marketers trying to sell for a logistics giant like Maersk, this brings a pile of opportunities and a ton of headaches. How do you position complex logistics to businesses that are in the middle of this chaotic, high-stakes shuffle?
Key Takeaways
- Set up your CRM to tag and segment leads focused on nearshoring, using specific industry clusters and relocation hotspots like manufacturing in Mexico or auto parts in Brazil.
- Build out targeted content streams in your marketing automation that go right after specific nearshoring problems, like the nightmare of CAFTA customs clearance or bottlenecks at the Port of Santos.
- A/B test your email CTA buttons. Does “Optimize Your Nearshoring Route” pull better than “Enhance Supply Chain Resilience”? You won’t know until you test it.
- Use an intent data platform to find companies searching for “Latin America logistics solutions” or “nearshore manufacturing partners,” then feed those signals directly into your lead scoring so sales can pounce.
“Seventy percent of marketers believe the marketing industry has changed more in the past three years than in the past 50. That means that marketing automation platforms need to change, too.”
Step 1: Segmenting Your Audience for Nearshoring Opportunities
Good B2B marketing demands precise audience segmentation. For Maersk Latin America, you’ve got to find the companies actually making nearshoring moves, not just talking about it. This takes granular detail inside your CRM and marketing automation, we’re talking specific industries and geographic hotbeds.
1.1 Configure CRM for Nearshoring Tags
Go into your CRM, whether it’s Salesforce Sales Cloud or HubSpot CRM, and navigate to Setup > Object Manager > Lead/Contact > Fields & Relationships. Make a new custom picklist. Call it “Nearshoring Interest.” Fill it with real-world stages like “Actively Nearshoring,” “Considering Nearshoring LATAM,” “Exploring LATAM Sourcing,” and “Traditional Supply Chain.” This gives your sales team an immediate visual cue on who to prioritize.
Then, you need another custom text field for “Primary Nearshoring Region.” This is absolutely essential because nearshoring varies wildly by location. A company shifting production to Monterrey, Mexico has completely different logistics problems than one setting up a distribution center in Colón, Panama. Avoid generic tags. Get specific: “Mexico Manufacturing,” “Central America Distribution,” “Brazil Automotive.”
1.2 Use Data for Granular Segmentation
Now, plug third-party data sources into your CRM. A platform like ZoomInfo or Clearbit can append firmographic data you’re missing, like NAICS codes for electronics manufacturing or automotive, and company size. You then cross-reference this data with news alerts for facility expansions or supply chain announcements in Latin America. For example, when a US-based electronics company announces a new Guadalajara plant, that’s an immediate, high-value target for Maersk’s integrated logistics.
Pro Tip: Keep an eye out for companies that just announced major capital investments in Latin American manufacturing. Those press releases are basically a starting pistol for a massive new need for reliable shipping and supply chain management. An early 2026 Statista report showed a 15% year-over-year jump in foreign direct investment for LATAM manufacturing tied to nearshoring. That one data point should be driving your entire segmentation strategy.
Step 2: Crafting Compelling Content for Nearshoring Challenges
Okay, your audience is segmented. Now you need to create content that speaks directly to their nearshoring headaches and goals. This means you have to really understand the logistical mess they’re trying to solve.
2.1 Develop Problem/Solution Content Streams
Inside your marketing automation platform (like Adobe Marketo Engage or Salesforce Pardot), you need to build different content streams for each of your nearshoring segments. For businesses looking at Mexico, you could create an email drip campaign about “Working through Mexican Customs for Automotive Components” or “Optimizing Cross-Border Logistics at the Laredo Corridor.” For companies focused on Brazil, the content might be “Beating Port Congestion at Santos and Itajaí” or a guide to “Brazil’s Inland Transportation Networks.”
Every single asset, from a whitepaper to a webinar, has to frame a common nearshoring challenge and then position Maersk’s services as the explicit solution. You are solving their very specific, very expensive problems. A whitepaper titled “Slashing Lead Times for Electronics Nearshored to Costa Rica” should detail exactly how Maersk’s end-to-end management, including its warehousing and multimodal transport, gets it done.
2.2 Integrate Thought Leadership and Data
Your content has to show real expertise, which means you need to cite authoritative sources and bring your own data to the table. A recent IAB report on B2B content trends for 2026 found that decision-makers are desperate for unique data and actionable advice, not recycled fluff. Think about publishing a proprietary report on “The Economic Impact of Nearshoring on Latin American Ports” or “Trends in Cold Chain Logistics for Pharmaceutical Nearshoring.”
Common Mistake: Writing content that’s just a thinly veiled sales pitch. Your job is to educate and inform, making Maersk look like a trusted advisor. The sales conversation happens much later, after the prospect is convinced you understand the value Maersk provides for their specific nearshoring operation. Focus on the reader’s problem.
Step 3: Using Digital Channels for Nearshoring Outreach
With sharp segments and solid content, it’s time to deploy your message. You need to be on the digital channels where your audience actually lives and works.
3.1 Targeted Digital Advertising Campaigns
In Google Ads Manager, build campaigns that target very specific, long-tail keywords. Forget “logistics Latin America.” Bid on terms like “nearshore manufacturing Mexico customs brokerage,” “supply chain resilience Brazil,” or “freight forwarding Costa Rica electronics.” Use location targeting to hit executives in industrial zones in the U.S. (like Dallas, Atlanta, Detroit) known for heavy trade with Latin America. Then, over on LinkedIn Campaign Manager, you can target those same people by job title, “Supply Chain Director,” “VP of Operations,” “Global Sourcing Manager”, at companies in industries that are actively nearshoring.
Expected Outcome: You should see much higher click-through rates (CTR) and a lower cost-per-lead (CPL) than you would with generic campaigns because the ad is hyper-relevant to what the person is trying to solve right now. Keep a close eye on your conversion rates in Google Analytics 4 (GA4) under Acquisition > Traffic Acquisition > Session source/medium to see which platforms are actually delivering qualified leads.
3.2 Personalized Email Marketing Sequences
Build out multi-touch email sequences in your marketing automation platform. A prospect tagged “Considering Nearshoring LATAM” could get an initial email with a high-level whitepaper on nearshoring’s benefits, followed by later emails that drill down into specific regional advantages or a case study about a company just like theirs that made the move with Maersk. Use dynamic fields to personalize the subject lines and body copy with the prospect’s company name and industry. It’s a small touch that makes a difference.
In B2B, especially for something as complex as logistics, marketers often forget the power of a real conversation. This is where something like Moburst’s Podcast Booking service becomes a secret weapon. Getting Maersk executives or supply chain experts booked on the right industry podcasts creates a forum for a deep-dive discussion on nearshoring. You’re showing expertise and building trust with long-form, credible content that reaches a self-selected audience of people who care deeply about these topics. For a marketing team, the work involves finding the right podcasts (think “Supply Chain Brain” or “Manufacturing Talk Radio”), creating a pitch that gets you on the show, and then making sure the exec’s message aligns perfectly with the bigger nearshoring campaign. It’s a method that cuts through the noise and builds a real connection.
3.3 Strategic Partnership Outreach
Find other organizations serving the same nearshoring audience. This could be economic development agencies like PROCOMER Costa Rica, industrial park developers, or specialized supply chain consulting firms. Reach out to propose a joint webinar, a co-authored report, or some other shared content initiative. These partnerships give you direct access to a pre-qualified audience that’s already deep in the nearshoring process.
Editorial Aside: Too many marketers waste time and money chasing every new social platform. For this kind of B2B sale, stick to the channels where executives are looking for serious information. LinkedIn, niche industry forums, and reputable business publications are going to be far more effective than trying to generate a lead for a multi-million dollar logistics contract on a consumer app. Spend your budget where the decisions are actually being influenced.
Step 4: Measuring and Optimizing Nearshoring Campaign Performance
Any marketing plan is useless without obsessive measurement and optimization. You have to track your key performance indicators (KPIs) and be ready to change course based on what the data is telling you, not what you think should be working.
4.1 Define and Track Key Performance Indicators (KPIs)
For nearshoring campaigns, your KPIs need to go way beyond vanity metrics like website traffic. You need to focus on metrics that show real buying intent and movement through the funnel. Track things like:
- Qualified Lead Velocity: How fast are your nearshoring leads going from MQL to SQL in the CRM? A slowdown here is a major red flag.
- Content Engagement Rates: Are people actually downloading your whitepapers and attending your webinars? What’s the time-on-page for your key nearshoring solution pages?
- Conversion Rates: What percentage of these prospects are actually requesting a demo, a consultation, or a price quote?
- Pipeline Contribution: How much sales pipeline value can you directly attribute to these nearshoring marketing campaigns?
Get into Google Analytics 4 (GA4) and set up custom events for every important action. Go to Admin > Data Display > Events > Create Event and define events for things like “whitepaper_download_nearshoring_mexico.” This is how you get the granular data to see what’s really working.
4.2 A/B Testing and Iteration
You have to be constantly A/B testing parts of your campaigns. This includes:
- Email Subject Lines: Test something direct like “Simplify Your Nearshoring to Latin America” against a benefit-driven one like “Cut Costs with Maersk’s LATAM Logistics.”
- Ad Copy: Run different value propositions in your LinkedIn and Google Ads. Is it cost savings, supply chain resilience, or speed that gets the click?
- Landing Page Layouts: Try different CTAs and layouts on your main nearshoring pages.
Your marketing automation platform has A/B testing for email built-in, so use it. For landing pages, a tool like Optimizely or VWO is what you need for serious experimentation. Sometimes a simple change, like the color or text of a CTA button, can massively improve conversion rates.
4.3 Feedback Loops with Sales
You absolutely must have a tight feedback loop with your sales team. Set up regular meetings to go over the quality of the nearshoring leads marketing is generating. Are the leads educated? Do they have realistic expectations? The sales team is on the front lines, and they hear the real questions and objections from prospects every single day. That intel is gold, and it should directly inform your next content piece or campaign adjustment. This kind of collaboration is what aligns marketing with actual sales goals and helps drive real business growth for Maersk Latin America.
Marketing successfully to Maersk Latin America’s nearshoring audience isn’t magic. It’s a methodical process that runs from surgical audience segmentation all the way to constant performance tuning. By getting obsessed with the specific problems and opportunities of the nearshoring shift, and by relentlessly refining your content and channel mix, you can position Maersk as the only logical partner for any business working through this new global supply chain.
What is nearshoring for Maersk Latin America?
It’s when companies move their manufacturing or other business operations to a nearby country instead of a distant one. For Maersk’s customers, this typically means shifting production out of Asia and into Latin American countries to cut down on lead times, reduce geopolitical risk, and lower shipping costs. This creates a huge demand for sophisticated logistics and supply chain services in the region.
How do I find companies that are nearshoring to Latin America?
Use firmographic data in your CRM, set up alerts for news about new factory openings or expansions in Latin America, and use intent data platforms to see who is searching for terms like “nearshore manufacturing” or “Latin America supply chain solutions.” Don’t forget trade publications and reports from economic development agencies, they are often the first to report on these moves.
What’s the most effective content for B2B nearshoring?
Content that solves a specific problem. Think whitepapers, case studies, and webinars that tackle real-world logistical headaches of nearshoring, like customs, port infrastructure, or inland trucking, and clearly show how Maersk’s services fix them. Data-heavy reports and thought leadership that provide a unique perspective also work very well to build credibility.
Which digital channels are best for reaching these decision-makers?
Focus on where B2B decision-makers go for professional information. That means highly targeted ads on Google Ads and LinkedIn Campaign Manager, personalized email nurture sequences, and partnerships with groups that serve the same audience. Getting your experts on niche industry podcasts is also a very effective way to engage them with in-depth content.
How do I measure if my nearshoring marketing is working?
Track KPIs that show real business impact: qualified lead velocity, content engagement (downloads, webinar sign-ups), conversion rates for demos or consultations, and the total pipeline value your campaigns are contributing. Use a tool like Google Analytics 4 to create custom event tracking so you can see exactly how each part of your campaign is performing.
