Placing a clear customer promise at the heart of campaigns strategies – chiefly a promise that is memorable, deliverable, and valuable – is more likely to bear brand building and commercial rewards in B2B marketing than B2C, according to a new whitepaper released by WARC Advisory in partnership with The B2B Institute, LinkedIn’s marketing think tank, and strategy expert Roger Martin.
Based on an analysis of 700 global B2B campaigns from North America, Europe, MENA, and Asia, the report focuses explicitly on understanding the value of customer promises in B2B advertising to drive impact across key brand and business metrics. The report features successful B2B campaigns from brands such
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