What has changed between 2020 and 2024?
Over the past four years, the way Portuguese B2B companies communicate in international markets has evolved significantly, and a clear trend is emerging regarding the growing importance of communication as a strategic tool for companies operating globally.
🌍 More investment, more strategy, with a greater focus on reputation management and corporate communications—both essential for competing in international markets.
🏢 Communication in Top Management
Portuguese B2B export companies now recognize communication as a strategic pillar, strengthening their presence in global markets.
📢 From Operational to Strategic
B2B communication is no longer just a sales tool: it has become a driver of differentiation and credibility. The focus has shifted from products and services alone to building corporate identity and strengthening strategic international partnerships.
🚀 Digitalization and Artificial Intelligence as Drivers of Communication
Digitalization has established itself as the top priority, while AI and innovation are becoming key elements in global communication. Transparency and personalization are now critical differentiators for standing out in foreign markets.
🔗 Stakeholder management remains a challenge
Although there has been an increase in the number of companies with a communications department, managing international stakeholders remains a challenge. In an increasingly connected world, the ability to build strong strategic relationships will be critical to global success.
➡️ What can we conclude?
Portuguese B2B companies operating in global markets are professionalizing their communications, making them more strategic, digital, and integrated. The challenge now is to ensure that this investment has a real impact on their competitiveness and international reputation.
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By participating, you will contribute to the creation of the InterComm Report B2B: #TheWOWFactor 24 » 25, the third phase of the Business-to-Business: Beyond Business Communication (B2B-BBC) research project, developed in partnership with the School of Communication.
The e-book B2B Strategic Communication For Business Success It addresses strategies and tactics that can help build and transform the management of trusting relationships with stakeholders.