The success of B2B export companies is intrinsically linked to their commitment to communication. More than two-thirds of these organizations plan to invest in this area in the near future, reinforcing its critical role in managing relationships with stakeholders, according to the second phase of the InterComm Report B2B study, titled »#TheWayForward 22 » 23.”.
The analysis undertaken in this study, developed by the School of Media Studies of the Polytechnic Institute of Lisbon and SayU Consulting, shows that this effectiveness involves increasing the reputation of companies and building and consolidating their relationships. The goal will be to make innovation known, establish synergies, trust and cooperation in a space for dialogue and negotiation.
After a challenging and uncertain period, all the companies surveyed recognized the greater importance of the role of Communication, considering it critical in managing relations with all stakeholders. More than 70% of these organizations intend to invest in Communication in the near future. The conclusions are the result of a new round of contact with companies with a B2B focus and relevant international business, allowing us to understand what has changed, what has remained the same and what the future prospects are.
“In the future, we expect to see a more prominent role for humanized storytelling, as it is essential for building meaningful connections. The world will demand greater transparency and more trust. It will be essential for domestic B2B exporters to enhance their reputation and build and strengthen their relationships,” say Ana Raposo and Marta Gonçalves, the researchers behind the InterComm Report B2B TheWayForward 22/23.
The results show that, for a more effective action in foreign markets and, consequently, an increase in competitiveness and conversion of opportunities into business, Communication plays a fundamental role, and must be transparent and convey trust.
The first phase of the study took place in 2020, and its results were presented at The second phase, which is now coming to a close, outlines some of the possible paths toward effective and assertive action in global markets.
According to the study, the focus will have to be on the ability to strengthen partnerships and transform relationships. This is an opportunity that requires agility at all levels, as well as a great deal of flexibility, adaptation and persistence, which is only possible with well-structured and focused communication. Reputation management and consolidation are part of this journey, making the company's identity and values known to all stakeholders.
New concerns—notably sustainability and employee well-being, from a corporate social responsibility perspective—will drive the agenda for most B2B brands. These brands will need to develop a clear and transparent communication strategy, and according to the InterComm, data-driven models—including forecasts of trends, needs, behaviors, usage, and insights to tailor strategies for communication – will become increasingly important.
The analysis also reinforces that this strategic function brings added value to operations in global markets, where people are still looking for a foothold, and that it is essential to work on notoriety and a good reputation with communication actions that contribute to the commercial and operational development of organizations.
This second phase of the InterComm Report B2B integrates national and international business experience, academic and technical knowledge, statistical information and contact with the market under study in a complementary way, through an interview survey of 30 national B2B exporting companies from different sectors, sizes and maturities.