The success of B2B exporting companies is intrinsically related to their investment in Communication. More than two thirds of these organizations plan to invest in this area in the near future, consolidating its critical role in managing the relationship with stakeholders, reveals the second phase of the InterComm Report B2B study, under the motto #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 a greater importance in the role of Communication, considering it critical in managing the relationship with all stakeholders. 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 and what the future prospects are.

"In the future, we expect to see a more prominent role for humanized storytelling, as this is critical to building meaningful connections. The world will demand greater transparency and more trust. It will be essential for domestic B2B exporting companies to enhance their reputation, build and consolidate their relationships."Ana Raposo and Marta Gonçalves, researchers responsible for 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 in 2021. The second stage, which now ends, points out some of the possible paths for an effective and assertive action in global markets.

According to the study, the focus will have to be on the ability to strengthen partnerships and to transform relationships. An opportunity that requires agility, at all levels, as well as a great deal of flexibility, adaptation and persistence, only possible with a well-structured and focused Communication. Reputation management and consolidation are part of this path, making the company's identity and values known to all stakeholders.

New concerns, namely sustainability and the well-being of professionals, from a corporate social responsibility perspective, will drive the agenda of most B2B brands. These will have to design a clear and transparent strategy to communicate and, according to InterComm, models based on date - including the prediction of trends, needs, behaviors, usage and insights to customize Communication strategies - will gain increasing weight.

The analysis also reinforces that this strategic function brings added value to the operation in global markets, in which a space is still being sought, and that it is essential to work on notoriety and good reputation with Communication actions that contribute to the commercial and operational development of the organizations.

This second moment of the InterComm Report B2B integrates, in a complementary way, the national and international business experience, the academic and technical knowledge, the

statistical information and contact with the market under study, through an interview survey conducted with 30 national B2B exporting companies from different sectors, sizes, and maturities.