Marketing today is more than visibility. It’s a strategic driver for international growth. As Sanna Halttunen-Välimaa, Head of Customer Success & Growth at Luxid, emphasizes, marketing helps businesses expand globally by understanding the buyer journey, embracing new technologies, and building meaningful connections.
The buyer journey is digital—and different
B2B buyers are increasingly self-directed. By 2025, 80% of B2B sales will happen in digital channels. Most buyers prefer a rep-free experience, and nearly three out of four actively avoid irrelevant outreach. That means sellers must offer unique guidance—not generic content. As Gartner’s Alice Walmesley puts it, “Sellers should act as a sounding board for buyers.”
What’s shaping modern marketing?
Modern marketing is evolving fast. These five trends are changing how brands connect with audiences—and how international growth is built.
- Generative AI and automation
Generative AI is now widely used for content creation, personalization, and campaign optimization. Emerging approaches to Generative AI optimization (GEO) take this further and gives a lot of new opportunities. AI is also enabling scalable, data-driven customer journeys that adapt in real time.
- Short-form video and social-first strategies
Platforms like TikTok, Reels, and YouTube Shorts dominate attention. But it’s not just about format—it’s about staying on-platform. Zero-click content performs best because it doesn’t ask users to leave the channel. Brands are investing in fast, authentic storytelling that feels native to the feed.
- Privacy-first marketing and the cookieless future
As third-party cookies disappear, marketers are shifting to first-party data and consent-based targeting. Success now depends on building your own audience and using content consumption signals to personalize outreach. Transparency and trust are essential.
- Hyper-personalization and customer experience (CX)
Personalization goes beyond names in emails. Real-time, cross-channel experiences are powered by AI and customer data platforms (CDPs). These tools help predict intent and tailor offers dynamically, creating seamless journeys across touchpoints.
- Content monetization and social commerce
Social platforms are becoming storefronts. Shoppable videos and influencer collaborations drive conversions directly in the feed—no need to visit a website. AI platforms are also emerging as major advertising channels, reshaping how brands reach and sell to audiences.
How to S-C-O-R-E your international marketing pilot
Sanna shares a practical framework for launching global campaigns. It’s called S-C-O-R-E and it helps teams stay focused, strategic, and data-driven from planning to execution.
- Set targets
Define business and sales KPIs. Ensure transparency and visibility. Understand competitors and the playing field. - Chart terrain
Build data-driven ideal customer profiles. Map the buyer journey. Identify content gaps and repurpose where needed. - Outline the plan
Align messaging with buyer segments and local markets. Develop a go-to-market strategy. - Refine channel mix
Choose tactics that fit your goals. Warm up prospects with relevant content and outreach. - Evaluate results
Use dashboards actively. Focus on key KPIs. Optimize and scale based on performance data.
This framework gives marketers a clear structure for launching and scaling international efforts. It’s not just a checklist—it’s a way to stay aligned with business goals while adapting to local market realities.
Outokumpu’s digital journey
One example of transformation is Outokumpu. In 2018, they had no digital marketing tools or lead strategy. Over the next five years, they deployed marketing automation, built buyer personas, renewed their website, and scaled efforts with chatbots, lead scoring, and CRM integration. By 2023, they had launched AI use cases and tuned their advertising strategy.
So far, the results are promising: 9,736 leads generated, of which 2,344 were marketing qualified leads (MQLs) and 828 were sales qualified leads (SQLs). And this is just the beginning, more developments are underway.
What marketing is and isn’t
Marketing is about understanding customer needs, creating value, and building long-term brand equity. It’s a strategic activity that supports business goals and creates meaningful connections.
It’s not just advertising or chasing clicks. It’s not communication based only on the company’s perspective. And it’s never a cost center disconnected from strategy.
Modern marketing is evolving fast and it’s central to international growth. From AI-powered personalization to privacy-first strategies, marketers have more tools than ever to reach global audiences. But success depends on strategy, data, and a deep understanding of the buyer journey. As Sanna emphasizes, marketing isn’t just a department. It’s a growth engine.
Ready to scale your marketing internationally? Let’s make it happen together.
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