The challenges of B2B exporting companies

The role in society and the business dynamics of B2B companies, specifically exporters, are unquestionably distinct from those we associate with companies with a focus on the final consumer.

The present moment presents new challenges, namely in terms of managing the relationship with customers and other stakeholders, as well as in how organizations can contribute to helping society and the business fabric to look to the future with more confidence and with the ability to implement and focus. The feeling of resilience and transformation can thus go beyond companies to help customers, consumers and society in general to overcome the current situation.

When looking specifically at B2B companies with a focus on exports, we know that the phenomena of valuing the offer produced in Portugal are understood as a way of showing a level of quality and innovation that rivals that of other geographies. In some sectors of activity, or rather, in some market niches, Made in Portugal strategies have worked as a lever for promotion across borders. The public values trends associated with local production and with a connection to the "land", that is, it favors an offer perceived as more genuine and the dynamization of what it perceives as "its". Consumers now value brands from their country more and may even be willing to pay more for products that originate in their territory.

Given this scenario, the need arose to understand how the role of Communication is understood in the management of the relationship with the stakeholders of national B2B companies focused on exports, which were forced to rethink a set of assumptions assumed until then as valid. If in international terms several studies have been developed on the importance of Communication in the creation of trust relationships, in the enhancement of products of excellence or in the optimization of production chains, we know little or nothing about the situation in Portugal.

New expectations and solutions

The last year has shown that Portuguese companies are highly resilient, having been able to adapt quickly when they realized they had to do something different to survive in a context of new challenges. But did they know how to communicate?

The pressure placed on the need to sell and to guarantee the operation forced to look for different formulas, when those used until then could not be used - events, networking, meetings and fairs could no longer happen. Traditional points of contact were lost and obstacles to the relationship, fundamental to B2B communication, emerged.

This was the moment when many companies started to worry about Communication and try to understand what path they could take. They then turned to what they could do, whether that was using a website, social media platforms or creating a newsletter, and considered how to continue to communicate, whether through commercial, technical or corporate communication.

This has led to a huge proliferation of content. But content, like any other tool, requires planning. In a digital context where audiences are increasingly saturated, less is more and it is important to have a coherent message and keep the brand relevant in a real "sea" of information and noise.

The relevant role of Communication

The basis for getting the message across is the story. To enter, or be in, a particular market, telling a compelling, exciting and convincing story is as important today as it has ever been. A good and well-told story
continues to make a difference, whatever the nature of the brand.

While it is true that B2B companies ultimately depend on the sale of their products or services, and that in this type of organization in particular, knowledge communication, or technical communication, is a fundamental element that adds value to the entire negotiation process and allows companies to be distinguished, institutional communication, or identity, is what allows trust and originality to be transmitted. And it is trust that is the basis of the relationship.

Communication allows companies to give meaning and add value to their activity. That is why it is so relevant to think about it when we are talking about managing the relationship with stakeholders. Communication supports a set of processes that are the basis of the B2B environment: trust, credibility, cooperation, clarity and knowledge.

Communication has now emerged as a function with growing importance, assuming a new priority position among the strategic thinking of several companies. Considered as the "voice" of brands, Communication is, at a time when the relationship between organizations and their stakeholders assumes even more importance.

Stay abreast of this topic in our webinar "B2B communication in global markets", developed together with the ESCS-IPL and presented for the first time in partnership with aicep Portugal Global.

If you would like to know more about our communication services for businesses with a global dimension, please consult our GO>360 - B2B in Global Markets.