Warc analysis found that 47% of B2B communications delivered significant improvements in key brand health measures
Warc Advisory, in partnership with The B2B Institute, published the results of the study “Making a promise to the business customer”, which compared the customer promise campaigns of B2B and B2C companies.
According to the data presented, B2B pieces that made a promise to the customer are almost three times more likely to generate a significant impact, when compared to those that do not follow this proposal.
“Branding isn’t just a ‘nice to have,’ it’s a critical asset to closing deals across the entire funnel. And while there are many definitions of ‘brand,’ making a clear promise of value to your customers is the most effective way to build your brand. Our research finds that across all categories, a Customer Promise is far more effective than any other type of promise,” said Jann Martin Schwarz, founder of The B2B Institute at LinkedIn.
The analysis also showed that 47% of the B2B campaigns analyzed delivered a significant improvement in key brand health measures such as consideration, preference, purchase intent and perceived quality, versus 19% of non-customer promise campaigns.
Furthermore, the information analyzed also found that only 18% of B2B campaigns make a promise to the customer, compared to 40% of B2C campaigns.
The report’s findings were based on an analysis of over 700 B2B advertising case studies from North America, Europe, MENA and Asia extracted from the WARC database.
