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, thereby strengthening their critical role in managing stakeholder relationships, according to the second phase of the InterComm Report B2B study, titled »#TheWayForward 22 » 23,” the consulting firm revealed in a press release.
The analysis conducted in this study, carried out by the School of Media and Communication at the Lisbon Polytechnic Institute and SayU Consulting, “shows that this effectiveness stems from enhancing companies” reputations and building and strengthening their relationships.“ The goal is ”to raise awareness of innovation and to foster synergies, trust, and cooperation within a space for dialogue and negotiation.”.
According to the same source, after a challenging and uncertain period, all of the companies surveyed acknowledged the increased importance of communication, considering it critical to managing relationships with all stakeholders. More than 70% of these organizations intend to invest in communication in the near future. These findings stem from a new round of outreach to companies with a B2B focus and significant international operations, providing insight into what has changed, what has remained the same, and what the future outlook is.
“In the future, we hope to see a more prominent role for a humanized narrative”
"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, build and consolidate their relationships," say Ana Raposo and Marta Gonçalves, researchers responsible for the InterComm Report B2B #TheWayForward 22 " 23.
The results show that, “for greater effectiveness in foreign markets and, consequently, increased competitiveness and the conversion of opportunities into business, communication plays a fundamental role and must be transparent and instill confidence,” the statement explains.
The first phase of the study took place in 2020, and its results were presented in 2021. 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 “must be on the ability to strengthen partnerships and transform relationships.” This opportunity requires “agility at all levels, as well as a great deal of flexibility, adaptability, and persistence—which is only possible with a Communication ”well-structured and focused." Reputation management and consolidation are part of this process, helping to communicate the company’s identity and values to all stakeholders.
Professional sustainability will drive the agenda for most B2B brands
New concerns—namely sustainability and employee well-being, from a corporate social responsibility perspective—“will drive the agenda for most B2B brands.” “They will need to develop a clear and transparent communication strategy, and, according to InterComm, data-driven models—including forecasting trends, needs, behaviors, usage, and insights to tailor communication strategies—will become increasingly important.”.
The analysis also emphasizes that this strategic function “adds value to operations in global markets, where organizations are still seeking to establish a foothold; it is therefore essential to build brand awareness and a strong reputation through communication initiatives that contribute to the commercial and operational development of organizations.”.
This second installment of the InterComm B2B Report “complements and integrates national and international business experience, academic and technical knowledge, statistical information, and insights into the target market, through a survey conducted via interviews with 30 domestic B2B exporting companies from different sectors, of varying sizes, and at different stages of development,” he concludes.
In Green Savers