The Use of Digital Marketing Channels in B2B Companies’ Internationalisation Strategies

The Perception of Portuguese Managers

Abstract

In the era of globalisation, digital marketing has become an essential strategy for companies across all business sectors. While the literature highlights the effectiveness of digital marketing in Business to Consumer (B2C) markets, its adoption and performance in Business to Business (B2B) contexts remain under-researched. This article aims to address that gap by exploring the potential of digital marketing to support the internationalisation of B2B companies. The research objectives are: (i) to understand the attitudes of B2B company decision-makers towards digital marketing within their internationalisation strategy; and (ii) to explore the preference for and effectiveness of digital marketing channels in entering and enhancing presence in international markets. A qualitative methodology was employed, involving 15 face-to-face semi-structured interviews with managers of Portuguese B2B companies—either already operating internationally or intending to expand abroad—followed by thematic content analysis. The results reveal that while some participants remain sceptical about the effectiveness of digital marketing in the B2B context, others acknowledge the role of digital channels in attracting international clients, supporting relationship management, and justifying further investment.