In the highly competitive landscape of B2B marketing, a clear Customer Promise can be a game-changer. According to a newly released report by WARC Advisory in collaboration with The B2B Institute at LinkedIn and strategy expert Roger Martin, B2B campaigns that articulate a memorable, deliverable, and valuable promise to customers are significantly more likely to boost market share and enhance brand health.
The report titled “Making a Promise to the Business Customer: Why Customer Promise Campaigns Are Even More Effective in B2B than B2C,” analyzed over 700 global B2B campaigns from regions including North America, Europe, MENA, and Asia. The findings underscore the critical importance of embedding a clear Customer Promise within B2B marketing strategies.
Compelling Statistics and Strategic Insights
The study reveals that B2B campaigns with a defined Customer Promise are nearly three times more likely to increase market share and 2.5 times more likely to improve brand health compared to those that do not. These campaigns also show a higher propensity to enhance key brand metrics such as market penetration, revenue, consideration, and purchase intent.
Despite their effectiveness, Customer Promises remain underutilized in B2B marketing. The research shows that only 18% of B2B campaigns feature a Customer Promise, compared to 40% in B2C campaigns. This gap presents a unique opportunity for B2B brands to differentiate themselves and build stronger, more resonant connections with their target audience.
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Expert Perspectives on the Power of Customer Promises
Paul Stringer, Managing Editor, Research & Advisory at WARC, emphasizes the significance of a Customer Promise in cutting through the complexities of B2B decision-making. He states, “Customer Promises can make brands familiar by being memorable, valuable, and deliverable. They can cut through the noise and the messiness of decision-making by offering a clear and simple articulation of the value delivered by a brand to its customers.”
Jann Martin Schwarz, Founder at The B2B Institute at LinkedIn, adds, “Brand is not just a ‘nice-to-have,’ it is an essential full-funnel deal-closing advantage. Our research conclusively finds that across every category, a Customer Promise is far more effective than any other kind of brand promise.”
Roger Martin, CEO Advisor, Strategist, and Author of “Playing to Win,” underscores the critical role of Customer Promises in B2B campaigns, stating, “Making a Customer Promise in a B2B campaign is much more important and impactful than in a B2C campaign across all important dimensions of performance.”
A Strategic Approach for Tight Budgets
Interestingly, the research also highlights that Customer Promise campaigns are particularly effective when marketing budgets are tight. These campaigns are 1.7 times more likely to improve brand health and 2.7 times more likely to increase market share compared to higher-budget campaigns, making them an invaluable strategy for brands with limited resources.
Download the Full Report
For B2B marketers looking to harness the power of Customer Promises in their campaigns, this report provides actionable insights and strategies to drive brand and business success. The full report is available for download and offers in-depth analysis and examples from successful campaigns by brands like Procell, Workday, Sage, and Amazon India.
