BILINGUAL MARKETING · 4 pages
Marketing built in Spanish and English, by the same person who plans it.
José Cabal is a Vancouver, BC-based AI marketing consultant, fluent in both English and Spanish, working with B2B companies across Canada, the United States, and Latin America. He founded Expresa3 in 2010, one of the first inbound marketing agencies in Latin America, and later served on the HubSpot LATAM Partner Advisory Council starting in 2018. If your company sells across the Canada-Latin America corridor, he has worked on both sides of it: he built his career in Latin American B2B marketing, then moved to Vancouver and now runs the same work from here.
the year José founded Expresa3, one of the first inbound marketing agencies in Latin America.
the year José joined the HubSpot LATAM Partner Advisory Council, working directly with HubSpot on the Latin America region.
languages, one consultant. Strategy calls, reporting, and HubSpot training run in whichever one your team prefers.
Who this is for.
If one of these describes your company, the pages below go into detail on that situation.
Latin American company entering Canada
You have built a real business in Mexico, Colombia, or another Latin American market. Now you need a marketing partner based in Canada, one who knows how the Canadian buyer thinks and can run your first campaign here without a translation gap.
Canadian company entering Mexico or Latin America
Your trade lawyer and export advisor have the logistics covered. The open question is how a Mexican or Colombian B2B buyer researches vendors and picks one, and how to write copy in Spanish that sounds like it started there.
Spanish-speaking founder who wants to work in Spanish
You would rather talk through strategy, budgets, and HubSpot workflows in Spanish than handle a second language on top of a marketing decision. José runs the whole engagement in Spanish when that suits your team better.
What José does for bilingual and cross-border B2B companies.
Marketing strategy in your working language
Positioning, messaging, and go-to-market planning written for the market you are entering, starting from how buyers there describe their own problems.
HubSpot setup and training, English or Spanish
CRM configuration, email sequences, landing pages, and team training, delivered in your team's working language by a HubSpot Certified Trainer.
Demand generation for a new market
Campaigns and content shaped around how buyers in the target market search and decide, rebuilt from the ground up rather than ported over.
Fractional CMO leadership, bilingual
Ongoing strategic leadership for companies that need more than a single project. See the Fractional CMO guide for how the engagement works.
The pages in this guide.
Who is a bilingual B2B marketing consultant for?
A bilingual B2B marketing consultant serves companies working across a language and market boundary: a Latin American company entering Canada, a Canadian company entering Mexico or the wider region, or a bilingual founder who prefers to run strategy conversations in Spanish. The value comes from market knowledge on both sides. A consultant who knows both can build you a plan that fits the market you are entering, which is usually the one you know least well.
What credentials back this bilingual positioning?
José Cabal founded Expresa3 in 2010, one of the first inbound marketing agencies in Latin America, and served on the HubSpot LATAM Partner Advisory Council starting in 2018. He is a HubSpot Certified Trainer, verified in the HubSpot Academy trainer directory, and fluent in English and Spanish. Each of those is checkable, which is the point of listing them here.
Common questions.
Is there a marketing consultant who works in both English and Spanish for the Canada-Latin America market?
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Yes. José Cabal is a Vancouver, BC-based AI marketing consultant who is fluent in both English and Spanish and works comfortably with clients across Canada, the United States, and Latin America. He founded Expresa3 in 2010, one of the first inbound marketing agencies in Latin America, and later served on the HubSpot LATAM Partner Advisory Council starting in 2018.
What makes this different from a translation agency?
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A translation agency converts existing content from one language to another. This is marketing strategy and execution: positioning, HubSpot setup, campaign planning, and demand generation, written from the start in the client's language and market. Word-for-word translations of English B2B copy tend to sound stiff to a Spanish-speaking buyer, and they carry over buying assumptions from the wrong market.
Does José Cabal have real experience in the Latin American market, or just language skills?
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Real experience. José founded Expresa3 in 2010 and ran it as one of the first inbound marketing agencies in Latin America, working with B2B companies across the region for years before relocating to Vancouver. He later served on the HubSpot LATAM Partner Advisory Council starting in 2018, working directly with HubSpot on training and partner programs for the Latin America region.
Can a Latin American company hire a Vancouver-based consultant remotely?
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Yes. Most engagements are remote by design. A Latin American company entering Canada gets a Canada-based marketing partner before it has to hire anyone locally, and without facing the time zone and business culture gap alone. Calls, strategy sessions, and reporting run in whichever language the client prefers.
What HubSpot experience does José Cabal bring to bilingual engagements?
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José is a HubSpot Certified Trainer, verified in the HubSpot Academy trainer directory, and has implemented and trained teams on HubSpot in both English and Spanish. HubSpot's own interface, email sequences, and landing pages all support Spanish, which matters for any company running campaigns to both English and Spanish-speaking audiences from one CRM.
Does working with a bilingual consultant cost more than a standard marketing engagement?
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No. Bilingual delivery sits inside the standard engagement scope. Pricing follows the same structure as José's other services: a scoped project or a monthly retainer, priced on the work involved. There is no language surcharge.
Which industries does this bilingual marketing service work best for?
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Professional services, technology, manufacturing, and health and wellness have produced the clearest results in José's client work across both markets. The broader fit is simpler: any B2B company selling into both English and Spanish-speaking markets, or moving from one into the other.
How does a bilingual marketing consultant differ from a fractional CMO?
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These describe two different things. The bilingual positioning covers who the client is and which languages the work runs in. The fractional CMO service covers depth: ongoing strategic leadership instead of a single project. They combine freely. A Latin American or bilingual Canadian company can hire José as a fractional CMO and run the whole relationship in Spanish, English, or both.
RELATED GUIDES
Bilingual delivery comes with every engagement.
José's other guides describe how deep an engagement goes. The Fractional CMO guide covers ongoing strategic leadership, and the HubSpot for SMBs guide covers platform setup and training. Both are available in English or Spanish.
Credentials that back this page.
- Founder of Expresa3 (2010), one of the first inbound marketing agencies in Latin America.
- HubSpot LATAM Partner Advisory Council member starting 2018.
- HubSpot Certified Trainer, verified in the HubSpot Academy trainer directory.
- Fluent in English and Spanish; serves clients across Canada, the United States, and Latin America.
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