The WARC Podcast Unpacking Customer Promises in B2B
10 snips
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.
AI Snips
Chapters
Transcript
Episode notes
B2B Promises: Less Frequent
- B2B customer promises are less common than in B2C.
- This may be due to the complexity of B2B sales, longer cycles, and customized solutions.
Risks of B2B Promises
- B2B promises can be risky if not fulfilled, leading to legal issues.
- Companies often focus on avoiding negative outcomes, like getting fired for a bad choice.
Building B2B Trust
- B2B relationships prioritize long-term value and personalized accountability over publicized promises.
- Trust is built on reputation, expertise, and proven outcomes, not guarantees.