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posted on Aug. 13, 2024 at 12:33 pmAug 13, 2024

Does customer promise in B2B campaigns impact brand health, revenues?

posted on Aug. 13, 2024 at 12:33 pmAug 13, 2024

B2B campaigns that made a promise to the customer showed increases in market share, penetration, and revenue than those that did not: report.

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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Tags:Advertising Amazon India brand health campaign duration Customer Promise Jann Martin Schwarz marketing marketing budgets Mimi Turner number of channels Paul Stringer Procell revenues Roger Martin Sage The B2B Institute WARC WARC report White paper Workday

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.