Ways to make marketing communication strategies using professional platforms for B2B market promotion

the purpose of the research is to identify and summarize the features and methods of building marketing communications using professional platforms in B2B markets. Methods: the research methods included literature review, bibliographic description, synthesis, comparison, generalization, and methods of graphical and tabular visualization. The theoretical basis consisted of contemporary academic articles revealing the specifics of professional social networks and their potential use in business, as well as publications on marketing communications and social media promotion. Findings: a multi-component conceptual model of the features of using professional platforms in business marketing on B2B markets was developed during the study. Specific methods for building marketing communications using professional platforms were identified, such as content marketing, participation in professional communities, personalized communication, targeted advertising, showcasing expertise, and the use of analytical tools. General principles and recommendations for effective interaction with B2B consumers in professional social networks and platforms were proposed. Conclusions: the study demonstrated that professional platforms are an effective tool for building marketing communications in B2B markets, with their application requiring a focus on value-oriented, comprehensive, and personalized approaches. It was noted that positioning a company as an expert in its field fosters trust-based relationships and positively impacts the effectiveness of marketing efforts. The recommendations and model presented in the research will be useful to marketers and communication specialists in B2B-oriented companies, helping to enhance marketing strategies, expand market presence, and strengthen market positions.

professional platforms, B2B promotion, B2B marketing segment, business environment promotion features, professional social networks as a business marketing channel