One person. Three products. Six countries. AI agents.
Affinity is a B2B consultancy founded and operated by Federico Hederich — 25 years of experience in commercial management in LATAM, augmented by a stack of AI agents that prospect, qualify, follow up and generate content every day.
We're not a big agency. We're proof that the model we implement in your company works — because we experienced it firsthand.
What Federico brings to your company
Strategy and Management
I have assisted management teams in defining their vision, positioning, and B2B growth models. We translate strategy into concrete account plans, sales routes, and dashboards that enable evidence-based decision-making, not just intuition.
Analysis and Data
I design metrics that matter: pipeline, conversion, profitability by segment, and key customer health. I integrate disparate sources (CRM, campaigns, finance) to build a clear narrative that connects numbers to business actions.
Technology and AI
I build martech ecosystems and AI agents that automate repetitive tasks, enrich account information, and improve the quality of business interactions. Technology is not an end in itself, but the silent engine of modern business management.
Marketing and Communication
I help translate strategy into messages that resonate with B2B decision-makers: from value propositions to content, pitches, and outbound campaigns. The focus isn't on "publishing more," but on generating relevant conversations with the right accounts.
Partners
Since 2017 – Forrester Research
I am a Forrester Approved Partner for Colombia, Ecuador, Peru, Panama, Honduras, and El Salvador. I help B2B companies access Forrester research to make technology and growth decisions with less risk.
Since 2019 – Apollo, Make, Airtable
I adopt platforms like Apollo, Make, and Airtable to orchestrate prospecting, automation, and data management, building replicable demand generation playbooks.
Since 2021 – Bird and other AI tools
I integrate generative AI and conversational automation solutions to create agents that support sales and marketing teams.
Since 2023 – Teramand
I work with Teramind on productivity and internal risk control projects, connecting activity measurement with talent and process decisions.
Services
How can we help you?
Our projects are organized into three main lines:
Human Connection AI: We design and train AI agents that work alongside your sales and marketing teams: they enrich accounts, prepare conversations, generate proposals, and help you convert better without increasing your fixed structure.
Fractional CMO B2B: We took on the role of part-time CMO to align strategy, marketing, and sales. We defined priorities, managed the business plan, coordinated suppliers, and measured the impact on pipeline and revenue.
Strategic Convergence: We support management in projects that require aligning business, commercial processes, and technology. From defining the growth model to selecting martech partners and activating teams, we act as a bridge between vision and execution.
Our work is supported by independent research and an ecosystem of tools that we use daily in projects with clients.