LinkedIn as a catalyst for international digital marketing: insights from a tech-intensive SME

Purpose This study aims to examine how LinkedIn can serve as a catalyst for small and medium-sized enterprises (SMEs) internationalization in a business-to-business (B2B) context by investigating its underexplored potential for lead generation, network building and global expansion. It addresses a critical research gap on LinkedIn’s effectiveness as a digital marketing tool for SMEs seeking sustainable growth abroad. Design/methodology/approach Grounded in an action research approach, this exploratory longitudinal case study tracks a high-tech aerospace SME’s LinkedIn-driven international marketing strategy over one year. Qualitative data – including semi-structured interviews, direct observation and in-depth LinkedIn activity analysis – were collected and iteratively evaluated to capture real-time adjustments and outcomes. Findings The results reveal that LinkedIn enables SMEs to identify, target and engage international buyers cost-effectively, leveraging data-driven insights to refine marketing tactics and foster high-quality B2B relationships. The study proposes “Digital horizons: the LinkedIn marketing strategy framework”, a structured, five-stage model that guides SMEs through the identification, interaction, engagement, negotiation and management phases of LinkedIn-based internationalization. This framework demonstrates how precise audience targeting, automation and collaboration between marketing and sales enhance global reach while minimizing resources. Originality/value By introducing and detailing the digital horizons framework, this study advances understanding of LinkedIn’s strategic role in SMEs' internationalization. It offers actionable insights into how managers can integrate LinkedIn into broader marketing strategies, optimize resource allocation and navigate the complexities of global market entry.