Making a Promise to the Business Customer: Why Customer Promise campaigns are even more effective in B2B than B2C

B2C brands that make a promise to the customer are more likely to drive improvements in brand health, market share, and long-term sales.

This was the bold conclusion reached by WARC and the LinkedIn B2B Institute in 2023, after examining more than 2,000 advertising campaigns from the last five years (2018-2022), of which 40% (808) were identified as having made a credible Promise to the Customer.

In this exclusive session, Mimi Turner (Head of EMEA & LATAM from the B2Bi) will take to the stage with Paul Stringer (Managing Editor, WARC) to present headlines and key findings from their follow up research, which explores the power and potential of Customer Promises in B2B marketing. Evidence from this 2024 study - based on an analysis of more than 700 B2B advertising campaigns - shows that customer promises in B2B are even more effective than in B2C, even though they remain underutilised.

Key Takeaways:

1. B2B brands that make a promise to the customer are more likely to deliver advertising campaigns that are effective.
2. Customer promise campaigns in B2B work particularly hard when budgets are tight.
3. Customer promise campaigns in B2B are more likely to deliver lasting commercial benefits, compared to non-Customer Promise campaigns.