Market orientation is about putting customers at the heart of everything a business does. But over the last two decades, many companies have drifted away from the customer, becoming overly enamored with their own product or straining to connect the brand to a higher social purpose.
Last year, we introduced a new mental model for business – developed in partnership with WARC and Roger Martin – that aligns product, marketing, sales, and customer experience within a holistic promise to the customer mindset. We found from an analysis of over 2,000 B2C advertising campaigns that brands that make a credible promise to their customers can gain a brand building and commercial advantage.
In this report, we focus explicitly on the value of customer promises in B2B advertising. In collaboration with WARC and Roger Martin, we analyzed over 700 B2B case studies to underpin why Customer Promises have an even greater potential to drive impact across key brand and business metrics. There’s a huge whitespace opportunity for B2B brands that are bold and brave enough to adopt a Promise to the Customer mindset.
Those who are bold and brave enough to adopt a Promise to the Customer mindset can capitalize on this massive whitespace opportunity. Download the full report to learn how Customer Promises drive brand health, market share, and effectiveness, including:
- Why Customer Promises are 2.47x more likely to increase brand health in B2B.
- How Customer Promises are 2.86x more likely to increase market share in B2B.
- Why Customer Promises are particularly effective for B2B brands with limited budgets.
