The headquarters of the Cámara de Comercio de Madrid in the Plaza de la Independencia This was the setting on Tuesday, January 27th, for the event "How to Reach Your B2B Buyers: Trends and Opportunities." A key meeting where Spanish companies explored the digital internationalization and the use of Artificial Intelligence to connect with markets in more than 190 countries.
Technological transformation and global visibility in 2026
During the opening of the event, Esther Calvo Ruiz, International Development Manager from the Cámara de Comercio de MadridHe emphasized that the main objective is to provide companies with tools that reduce the time needed to reach potential customers. "It's an ideal time to start 2026 off on the right foot," he stated, highlighting that the institution supports companies through specific internationalization programs to strengthen their digital presence.
Digitization is presented not only as an option, but as a key lever for competitiveness in a globalized environment. Collaboration with platforms such as Alibaba.com It allows SMEs to access a massive ecosystem of professional buyers, optimizing their sales strategies business-to-business.
IA Sourcing and the new agreement with ICEX
For its part, Arianna Iseppi, Country Lead de Alibaba.com España, presented the innovations that are redefining the BuyerJourneyAmong them, the launch of a new product based on Artificial Intelligence which allows buyers to conduct conversational searches and receive detailed results analysis, providing sellers with new visibility channels.
One of the most important announcements of the session was the renewal of the agreement with ICEX España Exportación e InversionesThis alliance offers Spanish companies a direct grant to access the platform's services, covering critical areas such as digital marketing and personalized support from account managers
| Key Concept | Program Details / Innovation |
|---|---|
| Global reach | Presence in more than 190 countries and regions. |
| AI Tool | Smart search to optimize sourcing professional life. |
| ICEX support | Grant for marketing and account management in Alibaba.com. |
| Organiser | Cámara de Comercio de Madrid e Alibaba.com. |
Dynamics of the modern B2B buyer
The day also included the participation of Giusy Beneduce, Customer Success & Partnership Manager de Alibaba.comwho delved into practical solutions for competing in the digital environment. Key points covered included:
- Evolution of the behavior of professional buyer in digital environments.
- Importance of AI Sourcing to streamline buying and selling processes.
- Internationalization online advertising and international order management.
Despite the adverse weather, the event registered a massive assistance, reflecting the urgency of Madrid's business community to adopt technological solutions that facilitate market diversification and export growth.
Key points and frequently asked questions about B2B digital internationalization
What advantages does the agreement between Alibaba.com and ICEX offer?
Spanish companies can access grants that cover marketing expenses within the platform and have the support of a Spanish-speaking account manager to optimize their sales strategy.
How does artificial intelligence influence B2B sales depending on the day?
AI makes it easier for buyers to find products through more human and analytical searches, while giving sellers segmented and efficient visibility to reach their ideal customer faster.
How many markets can be accessed through these tools?
Through digitalization and global platforms, Madrid-based companies can connect directly with professional buyers in more than 190 countries.
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