B2B marketing used to be straightforward, at least for companies with an established market position. There was far less competition, so existing customers were more loyal, and few options existed for product advertising: trade fairs, specialist magazines, mailings by post and visits by sales reps. This changed only when online marketing gave us advertisers completely new possibilities. So many, in…

Are there still manufacturers that don’t do exports? Hardly. The overall share of sales generated abroad is steadily increasing. This explains why many companies have set up multilingual websites. These companies gain a significant competitive edge by addressing potential customers in their native language. With each additional language, they increase the number of sales leads from the corresponding countries by…