INTERNATIONAL MARKETING STRATEGIES OF SERVICE SECTOR COMPANIES IN THE B2B SEGMENT

Abstract

The article is devoted to revealing the growing role of international marketing of companies in the service sector, particularly IT and logistics, in the context of intensifying competition in the global B2B solutions market. The demand for modernization of marketing strategies of service companies is driven by the rapid pace of technological market development and the active introduction of managerial innovations by competitors. In such conditions, marketing goes beyond the traditional boundaries of its influence and becomes an effective tool for forming a sustainable competitive position of a service company in the international market, as well as for creating and delivering a unique value proposition in the global economic space. The purpose of this article is to reveal the specifics of implementing international marketing strategies by companies providing services in the B2B segment. A number of methods were used to study this issue, including empirical-statistical and comparative analysis. The research is based on data from international research centers and leading consulting organizations. The result of the study is the disclosure of the competitive advantages achieved by companies through the implementation of effective international marketing strategies in the B2B market, namely: optimization of customer acquisition costs in foreign markets; increasing brand awareness and trust among corporate clients and partners; improvement of financial performance indicators; strengthening the company's reputation as an expert partner in the field of high technology and services. Emphasis is placed on the current practice of using digital marketing and lead generation tools to attract corporate clients at the global level. The authors identify the key barriers and challenges faced by service companies when scaling their operations in foreign markets. The theoretical significance of the research lies in deepening the understanding of the relationship between technological solutions and marketing innovations in specific segments of the global market. The practical value lies in the possibility of implementing successful international marketing practices to strengthen the competitive positions of domestic companies in global service markets. Prospects for further research are seen in the systematization of practical marketing experience of domestic businesses in the defined markets, taking into account the active processes of their external relocation.