Article 
Why Customer Promises in B2B Are Even More Effective Than B2C

In the world of B2B marketing, creating strong, lasting relationships with customers is imperative. One of the most effective tools to achieve this is the customer promise, a clear commitment that defines the specific value customers can expect. Unlike many B2C strategies, customer promises in B2B not only stand out but are proven to significantly improve key business outcomes such as market share, brand health and long-term revenue growth.

Why Customer Promises Matter in B2B Marketing

A well-crafted customer promise in the B2B space serves as a powerful differentiator, simplifying the complex and often drawn-out decision-making process. According to Mimi Turner from LinkedIn's B2B Institute, customer promises help B2B companies increase market penetration by making decisions easier and more straightforward for buyers, especially in high-consideration purchases. 

The data shows that B2B campaigns with a clear customer promise are three times more likely to boost market share and 2.5 times more likely to enhance brand health than those without such a promise. This is because these promises offer clarity and build trust, key elements in fostering long-term business relationships. B2B relationships often involve long cycles, multiple stakeholders and high-risk considerations. 

A clear customer promise cuts through this complexity, offering potential buyers a simple articulation of the value your brand can deliver, as highlighted by Scott Brandon. The more concrete and believable this promise, the easier it becomes for decision-makers to justify their investment and build lasting partnerships with your brand.

Customer Promises: An Underutilized Advantage

Surprisingly, despite their effectiveness, only 18% of B2B brands incorporate a customer promise into their campaigns, compared to 40% in B2C. This presents a substantial opportunity for companies to stand out in an increasingly crowded marketplace. Brands that implement a clear customer promise are better positioned to build credibility, foster brand loyalty, and drive long-term growth, especially in industries where relationships extend over several years.

Roger Martin emphasizes that customer promises give B2B brands a competitive edge, allowing them to win trust and build long-term partnerships, especially in high-stakes environments. Unlike B2C, where decisions may be more impulsive, B2B buyers require more assurance. A clearly articulated promise serves as a brand's commitment to deliver, which in turn builds credibility and a reputation for reliability.

The Strategic Value of Customer Promises in Tight Budget Environments

Customer promises also shine in tighter financial contexts. Companies with smaller marketing budgets can still achieve significant growth by focusing on the core value they deliver through customer promises. B2B brands utilizing a customer promise strategy can experience significant improvements in brand health and market share even without expanding their marketing budgets. This makes customer promises an ideal solution for businesses looking to maximize return on investment, particularly in budget-conscious industries.

In addition to improving brand trust and visibility, customer promises also help brands cut through the noise in saturated markets. Customer promises are free but offer a tremendous strategic advantage. These promises simplify messaging, making it easier for brands to articulate their value proposition, resonate with customers, and ultimately stand out in a competitive field.

LinkedIn Sponsored Newsletters: Expanding Reach with Customer Promises

LinkedIn's introduction of sponsored newsletters offers B2B marketers a new avenue to amplify their customer promises. Sponsored newsletters provide a platform to promote long-form content and share insights with a broader audience. This approach is particularly effective in reaching professionals seeking in-depth content, further reinforcing a brand's promise and expertise in its field.

Brands leveraging this tool can experience enhanced engagement, as professionals increasingly turn to LinkedIn for thought leadership and expert-driven content. According to Zoom’s Brand Activation & Social Lead, Kevin Vlk, incorporating newsletters into their strategy has led to a 36% increase in subscribers and a 550% rise in engagement with their content. Sponsored newsletters enable brands to extend their customer promise to a wider audience, bolstering credibility and brand health in the process.

Promising Growth

The power of customer promises in B2B cannot be overstated. By focusing on clear, deliverable promises, B2B brands can significantly enhance their market share, brand health, and long-term growth. Whether working with large budgets or small, customer promises provide a strategic advantage that differentiates brands in even the most competitive markets. When combined with tools like LinkedIn's sponsored newsletters, customer promises become an essential component of any B2B marketer’s toolkit, driving engagement, trust, and long-term success.

If you're interested to learn how your business can grow through strong customer promises, don't hesitate to reach out. BrandExtract experts can help identify your brand's true value and align it to your business goals.