The WARC Podcast
Unpacking Customer Promises in B2B
Dec 17, 2024
Mimi Turner, Head of Marketplace Innovation at LinkedIn, Harjot Singh, Global Chief Strategy Officer at McCann, and James Hankins, Global VP Marketing at SAGE, dive into the significance of customer promises in B2B marketing. They discuss insights from an 18-month study revealing that value-driven promises outperform brand positioning. The trio emphasizes the need for emotional connections, authentic commitments, and the evolving nature of B2B strategies. They also highlight successful campaigns like ProCell, showcasing how addressing hidden costs can enhance brand trust and performance.
40:09
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Quick takeaways
- A clear customer promise in B2B marketing significantly enhances brand metrics and builds trust, yet only 18% of campaigns utilize them.
- Successful B2B campaigns often leverage emotional commitments, leading to better market share outcomes and stronger connections with audiences.
Deep dives
The Importance of Customer Promises in B2B Marketing
A clear customer promise plays a crucial role in B2B marketing, serving as an articulation of the value offered to clients. Research highlighted that campaigns explicitly containing customer promises significantly outperformed others across various brand metrics, such as brand consideration and market share. Notably, only about 18% of B2B campaigns included a customer promise, compared to around 40% in B2C campaigns, suggesting marketers may struggle to understand how to convey these commitments effectively. The discussion emphasized that delivering a promise not only builds trust but also enhances overall marketing effectiveness, guiding long-term business relationships.
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