Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{193558,
        author = {Dr.P. Krishna Priya and Vedika Rastogi and Vaishnavi Dakhale},
        title = {Effect of Digital Marketing on International Marketing Performance of B2B Companies},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {2351-2358},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193558},
        abstract = {The rapid digital transformation of global markets is reshaping how Business-to-Business (B2B) firms approach international expansion. For South Indian industrial and engineering exporters, particularly those targeting emerging African markets, digital platforms are increasingly critical entry mechanisms, not merely optional marketing tools. While traditional export strategies have long relied on relationship-based networking and physical presence, digital channels now offer scalable, cost-effective pathways to visibility, engagement, and market penetration.
This study explores the strategic role of digital marketing in the internationalization journey of South Indian B2B firms. By examining how digital initiatives intersect with export-oriented objectives, the research investigates whether digital capability serves only as a communication medium or also as a significant driver of international competitiveness. Through empirical analysis of industrial exporters, the study offers insights into how digital maturity may shape global positioning, lead generation, and cross-border performance outcomes.
Rather than treating digital marketing as a supporting function, this research positions it within the broader strategic framework of international growth particularly in complex, opportunity-rich markets such as Africa. The findings provide valuable implications for firms seeking to transition from traditional export models to digitally enabled global expansion.},
        keywords = {Digital Marketing Capability; B2B Exports; International Marketing Performance; African Markets; South Indian Exporters; Marketing Automation; CRM; Export Competitiveness.},
        month = {March},
        }