The use of digital marketing channels in the internationalization strategies of B2B companies:

The perception of Portuguese managers

Abstract

In the age of globalization, digital marketing is an essential strategy for companies in all business sectors. While the literature highlights the effectiveness of digital marketing in the Business-to-Consumer (B2C) market, its adoption and performance in Business-to-Business (B2B) markets require further research. This article aims to address this gap by exploring the ability of digital marketing to facilitate the internationalization of B2B companies. Two research objectives were established: (i) to understand the attitudes of those responsible for B2B companies regarding digital marketing in their internationalization strategy; (ii) to explore the preferences and effectiveness of digital marketing channels for entering and enhancing their presence in international markets. The study employed a qualitative methodology, conducting 15 semi-structured face-to-face interviews with managers of Portuguese B2B companies, whether they had international experience or were planning to expand internationally, followed by subsequent content analysis. The results indicate that some participants remain skeptical about the effectiveness of digital marketing in the B2B context, while others recognize the role of digital channels in attracting international customers, facilitating relationship management, and justifying new investments.