Presented at the 4th Martech B2B Summit, the "B2B Marketing Panorama in Portugal – 2025" study by Martech Digital offers a snapshot of B2B strategies in Portugal, based on input from marketing, sales, and management professionals.
Brand awareness and positioning are the top priorities for 69% of B2B marketers, reflecting challenges in differentiation and long decision-making cycles. Close behind, 66% also highlight the need to generate qualified leads, underscoring marketing’s direct impact on pipeline and sales.
Customer experience is another focus area for 52%, with companies striving for more consistent, customer-centric journeys. In terms of digital transformation, 45% cite technology investment as a strategic priority.
AI leads the tech agenda (35%), valued for automation, insights, and personalization. It’s followed by marketing automation (25%), CRM (14%), and data analytics (13%), which are key to aligning marketing and sales and making informed decisions.
“B2B marketing is gaining strategic relevance, aligning more with growth and differentiation,” says Ana Barros, CEO of Martech Digital. “Despite different maturity levels, the direction is clear: data-driven, automated, and experience-focused marketing, supported by technology and leadership.”
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