The success of exporting B2B (Business to Business) 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, consolidating its critical role in stakeholder relationship management, reveals the second phase of the InterComm Report B2B study, under the motto #TheWayForward 22 " 23.

The study, carried out in partnership by the Lisbon Polytechnic Institute's School of Social Communication and SayU Consulting, aims to highlight the role of communication in companies' reputations and in building and consolidating their relationships.

"In the future, we expect to see a more prominent role for a humanized narrative, as this is fundamental to building meaningful connections. The world will demand greater transparency and more trust. It will be essential for national B2B exporting companies to increase their reputation and build and consolidate their relationships," said Ana Raposo and Marta Gonçalves, researchers responsible for the InterComm Report B2B #TheWayForward 22 " 23, quoted in a statement.

"The results show that, in order to be more effective in foreign markets and, consequently, increase competitiveness and convert opportunities into business, communication plays a fundamental role and must be transparent and convey trust," they add.

The first phase of the study took place in 2020 and its results were presented in 2021. The second stage, which has now come to an end, points out some of the possible paths for effective and assertive action in global markets. "The focus will have to be on the ability to strengthen partnerships in order 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 well-structured and focused communication. Reputation management and consolidation are part of this, making the company's identity and values known to all stakeholders."

On the other hand, concerns such as sustainability and the well-being of professionals, with a view to corporate social responsibility, will drive the agenda of most B2B brands. According to InterComm, data-driven models - including the prediction of trends, needs, behaviours, usage and insights to personalize 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 space is still being sought, 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.

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