Travel tech · B2B for SMBs
Kontrip Viagens: 40k+ qualified SMB leads and 7k+ new buyers
Quick answer
With Bruno Gomes serving as CMO of Grupo Kontik, Kontrip generated over 40,000 qualified SMB leads and activated more than 7,000 new buyers. The result came from integrated inbound marketing and inbound sales, with lead scoring, SLAs, and CRM connecting Marketing and Sales.
Case overview
| Company | Kontrip Viagens, Grupo Kontik |
|---|---|
| Industry | Travel tech, corporate travel |
| Business model | B2B for small and midsize businesses |
| Leadership responsibilities | Go-to-market (GTM), inbound marketing, inbound sales, CRM, and brand authority (leadership: Bruno Gomes, CMO of Grupo Kontik) |
| Leadership capabilities | B2B go-to-market, inbound marketing and inbound sales, RevOps, CRM, data, and automation |
The challenge
A corporate travel solution for SMBs needed to go beyond visibility: identifying high-potential companies, streamlining handoffs between Marketing and Sales, and turning interest into purchases.
The turning point
Qualifying the business, not just capturing a contact. Business-tax-ID-verified leads, scoring, and SLAs guided each opportunity down the funnel into an active buyer.
What BG led
- 01
Go-to-market and B2B demand generation with tax-ID-verified leads.
- 02
Inbound marketing and inbound sales unified in a single journey.
- 03
SLAs, scoring, CRM, and BI to prioritize opportunities.
- 04
Alfredo Soares as brand ambassador, Kontrip Day, and relationship-building initiatives with decision-makers.
Results
40,000+
qualified SMB leads
7,000+
new buyers
+62.6%
new users from 2022 to 2023
What this case teaches
In B2B, demand only creates commercial value when there are clear criteria, continuity, and accountability for the next stage.
Frequently asked questions
- Does inbound work for selling to SMBs?
- It works when marketing and sales share qualification criteria. At Kontrip, it generated over 40,000 leads and 7,000 new buyers.
- What is the role of a brand ambassador in B2B?
- Building authority and proximity. It complements acquisition, but cannot replace a well-structured sales process.
Results from Bruno Gomes's work as CMO of Grupo Kontik (2021 to 2026).