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B2B campaigns that make a clear Customer Promise are 3x more likely to increase market share

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B2B campaigns

New research by WARC Advisory, in partnership with The B2B Institute at LinkedIn, and strategy expert Roger Martin finds that campaigns that make a Promise to the Customer are even more effective in B2B than B2C
The new report, “Making a promise to the business customer: Why Customer Promise campaigns are even more effective in B2B than B2C,” is based on an analysis of over 700 global B2B campaigns
Customer Promises are much less common in B2B – only 18% of B2B campaigns make a Customer Promise compared to 40% of B2C campaigns
Customer Promise campaigns in B2B are more effective when budgets are tight
13 August 2024 – WARC Advisory in partnership with The B2B Institute, LinkedIn’s marketing think tank, and strategy expert Roger Martin today published “Making a promise to the business customer: Why Customer Promise campaigns are even more effective in B2B than B2C”. This new white paper will help business-to-business (B2B) marketers understand why placing a clear Customer Promise at the heart of their strategy – chiefly a promise that is memorable, deliverable, and valuable – is more likely to bear brand building and commercial rewards. This is the second edition of last year’s report, “Making a Promise to the Customer: How to give campaigns a competitive edge,” that largely analysed B2C campaigns.

Based on an analysis of 700 global B2B campaigns from North America, Europe, MENA, and Asia, this new report focuses explicitly on understanding the value of Customer Promises in B2B advertising to drive impact across key brand and business metrics. The findings provide a diagnosis and a solution for B2B brands to build brand awareness and reputation by demonstrating a clear promise of value to their customers. The report features successful B2B campaigns from brands such as Procell, Workday, Sage, and Amazon India that make a clear promise to the customer.

Paul Stringer, Managing Editor, Research & Advisory, WARC, says: “Customer Promises can make brands familiar by being memorable, valuable and deliverable. They can cut through the noise and the messiness of decision making by offering a clear and simple articulation of the value delivered by a brand to its customers. It sounds simple, but of course, there is a huge amount of work involved in designing and projecting a clear Promise to the Customer. We hope that after reading this paper, more B2B marketers will see the value of going on that journey.”

Jann Martin Schwarz, Founder at The B2B Institute at LinkedIn, said: “Brand is not just a “nice-to-have,” it is an essential full-funnel deal-closing advantage. And, while there are many definitions of ‘brand,’ making a clear promise of value to your customers is the most effective way to build your brand. Our research conclusively finds that across every category, a Customer Promise is far more effective than any other kind of brand promise.

Our findings reveal that B2B campaigns that make a Customer Promise are 3x more likely to deliver increases in market share, and 2.5x more likely to deliver increases in brand health.”

Mimi Turner, Head of EMEA & Latin America at the B2B Institute at LinkedIn, said: “The great problem for marketers is not that they don’t know what to do. It is that often, they don’t have the money to do it. The huge advantage of putting a clear promise of value at the heart of a campaign is that marketers are virtually guaranteed to get better results without spending any extra money. Marketing is expensive. Customer Promises are free.

The findings show that lower budget B2B Customer Promise campaigns are 1.7x more likely to increase brand health and 2.7x more likely to increase market share than higher budget ones.

For the first time, we are able to offer an effectiveness strategy that is budget-neutral and enhances meaningful marketing metrics.”

Roger Martin, CEO Advisor, Strategist and Author of “Playing to Win”, says: “Making a Customer Promise in a B2B campaign is much more important and impactful than in a B2C campaign – across all important dimensions of performance. Yet the vast majority of B2B advertising campaigns are designed to be ineffective. And that creates a doom-loop.”

Key findings from the research are:

Customer Promise campaigns in B2B are nearly three times more likely to deliver increases in market share

B2B campaigns that made a Promise to the Customer are nearly three times more likely to report increases in market share than those that did not. They also appeared more likely to report increases in market penetration (44% vs 36%) and revenue (30% vs 20%).

Customer Promise campaigns in B2B are nearly two-and-a-half times more likely to report on brand health shifts than non-Customer Promise campaigns

Almost half (47%) of the B2B Customer Promise campaigns that were analysed delivered a meaningful uplift in key brand health measures such as consideration, preference, purchase intent and perceived quality. This compares to just 19% of non-Customer Promise campaigns, showing that in B2B, Customer Promises are almost three times as likely to deliver a meaningful impact than non-Customer Promise campaigns.

Customer Promises are much less common in B2B: Only 18% of B2B campaigns make a Promise to the Customer, compared to 40% of B2C campaigns

Fewer than one in five (18%) B2B campaigns made a Promise to the Customer, regardless of whether the objective was brand building or activation. This is significantly lower than the 40% of B2C campaigns that made a Promise to the Customer, highlighted in previous research.

Given that B2B purchases are often high-consideration / high-risk, and lead to a relatively long-term relationship between buyer and vendor, this infrequency is surprising. It suggests that making a Customer Promise could represent a competitive opportunity for B2B brands.

Customer Promise campaigns in B2B work particularly hard when budgets are tight

Customer Promises in B2B deliver valuable advantages for scale-up brands or businesses with limited marketing resources. Research showed that B2B Customer Promise campaigns appeared to be disproportionately effective at the lower end of the Creative Commitment scale (a composite of budget size, campaign duration and number of channels deployed to drive effectiveness with scores ranging from 3 to a maximum of 15), an important insight for organisations with smaller marketing budgets.

Download the full report here for actionable insights and advice to B2B brands interested in creating a Customer Promise campaign.

This B2B report follows the publication last year of “Making a Promise to the Customer: How to give campaigns a competitive edge,” which primarily focused on B2C campaigns. This research showed when B2C campaigns are grounded in an explicit Promise to the Customer, they are as much as 48% more likely to report brand health improvements than those that don’t.

Methodology

The findings of this report are based on an analysis of over 700 B2B advertising case studies from North America, Europe, MENA, and Asia drawn from the WARC database.

All B2B cases in the sample had either a campaign objective of ‘brand building’ or ‘activation’. Steps were taken to ensure the sub-samples of ‘brand building’ and ‘activation’ case studies contained the same ratio of Customer Promise to non-Customer Promise campaigns to avoid skewing the results.

The cases are all entrants or winners in major awards shows, and meet a high benchmark for creative excellence and effectiveness.

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Congo Is Turning Reserves into Bankable Projects – and the Investment Window Is Opening

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Etu Energias

Eni-led LNG expansion and ongoing deepwater investment are pushing the Republic of Congo’s energy sector toward more bankable projects ahead of the Congo Energy & Investment Forum 2027

BRAZZAVILLE, Congo (Republic of the), June 23, 2026/APO Group/ –With LNG exports set to triple to 3 mtpa, upstream oil production targeting 500,000 bpd and a renewed push on local content, the Republic of Congo is positioning itself as one of Central Africa’s most investable hydrocarbon markets. Under the leadership of the newly-appointed Minister of Hydrocarbons, Stev Simplice Onanga, the country is prioritizing industry growth by balancing local content with reserve replacement and project advancement.

 

What sets Congo apart is not the scale of its reserves, but the pace at which those reserves are being turned into commercially viable projects. From Eni’s LNG expansion and TotalEnergies’ deepwater developments to brownfield optimization by Trident Energy and output growth at Ammat Global Resources, capital is flowing into projects with clearer monetization pathways and nearer-term returns.

Ahead of the Congo Energy & Investment Forum (CEIF) 2027 – the country’s leading platform for energy investment and partnerships – the story is shifting away from frontier potential toward bankable projects already under development.

Policy Reform Is De-Risking Investment

Congo’s investment case is being reshaped by the alignment of resource base, regulatory reform and project delivery. Established oil production, expanding LNG capacity and fiscal adjustments are gradually reducing above-ground risk.

Recent reforms led by the Ministry of Hydrocarbons and Société Nationale des Pétroles du Congo have added structure to the sector. The Gas Code, introduced in October 2025, formalizes fiscal terms for gas commercialization, while the Gas Master Plan prioritizes flaring reduction and gas-to-power deployment, targeting 1,500 MW by 2030.

A new upstream licensing round is also under consideration, aimed at attracting fresh capital into both mature and frontier acreage. Together, these measures are improving visibility across upstream, midstream and downstream segments, with recent project activity reinforcing the shift.

The Projects Driving the Next Cycle

Deepwater oil remains central to Congo’s production outlook, with operators progressing both new developments and brownfield optimization. TotalEnergies is advancing work at the Moho licence following the April 2026 Moho G discovery, backed by a $500–$600 million infill drilling program targeting about 40,000 bpd in incremental output.

Local independent Ammat Global Resources is targeting 70% production growth from its Loango and Zatchi fields, where reactivated wells and upgraded platforms have already lifted output by 75%. Perenco continues steady gains, adding roughly 6,000 bpd through its 2025–2026 drilling program.

Trident Energy, after acquiring an 85% working interest in the Nkossa and Nsoko II assets in 2025, is focused on extending field life through subsea optimization and redevelopment work.

While oil continues to anchor revenues, gas is rapidly emerging as Congo’s fastest-growing segment. Eni’s Congo LNG project delivered its first cargo from Phase 2 in February 2026, following the startup of the Nguya FLNG unit in December 2025. Together with Tango FLNG, capacity has risen from 0.6 mtpa to 3 mtpa. Trident Energy has also proposed an FLNG project aimed at adding further capacity across the country’s gas market. The project is expected to operate as shared infrastructure, allowing multiple operators to process gas from their respective fields. This creates an outlet for associated gas that might otherwise be stranded, supporting the country’s broader diversification goals.

Local Content Is Reshaping Investment Terms

Beyond upstream policy, Minister Onanga has positioned local content as a central pillar of Congo’s investment framework, and a key determinant of how capital is structured and deployed.

Decrees 2019-342, 343, 344 and 345 set requirements around subcontracting, workforce localization and training commitments, with the effect being a gradual shift in how projects are structured and how partnerships are formed. Operators are increasingly assessed not only on technical delivery but on in-country value creation, including partnerships with local firms and skills development. Logistics, maintenance and other service areas are increasingly channeled through domestic providers.

At CEIF 2027 – taking place June 1–3 in Brazzaville – attention will shift to what is moving forward and to the investors positioned to take part in that pipeline. Congo’s energy sector is no longer defined by potential alone: projects are moving, capital is being committed and policy is starting to catch up with activity on the ground.

As the Republic of Congo moves from reserves to revenue, the signal to investors is clear: this is already unfolding, not a future opportunity.

Distributed by APO Group on behalf of Energy Capital & Power.

 

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Afreximbank secures double honours at the 2026 International Association of Business Communicators (IABC) Gold Quill Awards for excellence in strategic communications

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Afreximbank

The Award of Excellence for IATF2025 recognises the successful communications and stakeholder engagement programme delivered around the fourth edition of the Intra-African Trade Fair, Africa’s premier trade and investment event

CAIRO, Egypt, June 23, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has been recognised with two prestigious honours at the 2026 International Association of Business Communicators (IABC) Gold Quill Awards, one of the world’s most prestigious awards programmes for strategic communications.

 

The Bank received an Award of Excellence in Special and Experiential Events category for the Intra-African Trade Fair 2025 (IATF2025) held in Algiers, Algeria and an Award of Merit in the Social Media category for its Afreximbank Social Media Campaigns, reaffirming Afreximbank’s commitment to delivering impactful communications that advance its mandate of promoting trade, investment and industrialisation across Africa and the Caribbean.

We are delighted to receive these two awards, which attest to the expertise, creativity and efficiency of Afreximbank’s communication

The Award of Excellence for IATF2025 recognises the successful communications and stakeholder engagement programme delivered around the fourth edition of the Intra-African Trade Fair, Africa’s premier trade and investment event. IATF2025 brought together governments, businesses, investors, buyers, sellers and entrepreneurs from across Africa and beyond, creating a platform for trade and investment opportunities while advancing the objectives of the African Continental Free Trade Area (AfCFTA). The communications campaign played a pivotal role in driving global awareness, stakeholder participation, media visibility and engagement before, during and after the event, while showcasing the scale, ambition and dynamism of African enterprise and reinforcing a positive narrative about Africa’s capacity to trade, industrialise and compete on the global stage. Over 120,000 delegates attended IATF2025 in person and virtually, with deals worth over US$50 billion recorded.

The Award of Merit for Afreximbank Social Media Campaigns recognises the Bank’s strategic use of digital platforms to engage stakeholders, amplify its developmental impact and elevate conversations around trade, industrialisation, economic integration and investment opportunities across Africa and the Caribbean. Through a combination of compelling storytelling, thought leadership content, executive advocacy, multimedia production and real-time event coverage, Afreximbank’s social media platforms have continued to expand their reach and influence among policymakers, businesses, investors, development partners and the wider public. Among these platforms is the Afreximbank TV, a digital TV channel that is wholly owned and managed by Afreximbank, whose fifth edition was celebrated with dedicated coverage of IATF2025, providing live coverage of the activities to both pan African and global audiences.

Anne Ezeh, Director & Global Head, Communications and Events at Afreximbank commented: “We are delighted to receive these two awards, which attest to the expertise, creativity and efficiency of Afreximbank’s communications. As a pan African multilateral financial institution, we see storytelling as a powerful tool for advancing our mission — ensuring our initiatives, events, programmes and key announcements not only inform, but also inspire confidence, deepen engagement and amplify Africa’s transformation. These awards reinforce our resolve to continue delivering world-class communications that elevate African voices and projects a bold and authoritative narrative of the continent.”

Ms. Ezeh added that through innovative storytelling, digital engagement and integrated campaigns, the Bank will continue to amplify the impact of its programmes and partnerships  to project a more authentic narrative of Africa, one defined by opportunity, innovation, resilience and growing influence in the global economy.

For more than five decades, the IABC Gold Quill Awards have recognised excellence in strategic communications globally, celebrating programmes and campaigns that demonstrate measurable impact, innovation, creativity and outstanding execution. Widely regarded as the pinnacle of achievement in the communications profession, the awards are judged through a rigorous and independent evaluation process conducted by experienced communication leaders from around the world.

Distributed by APO Group on behalf of Afreximbank.

 

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Islamic Development Bank (IsDB) Institute Unveils 2025 Annual Report During Group Annual Meetings in Baku

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IsDBI

In 2025, IsDBI significantly expanded its footprint in Islamic finance transformation, approving 25 new technical assistance projects valued at US$4.14 million and completing 19 projects worth US$3 million

The Islamic Development Bank Institute (IsDBI) (https://IsDBInstitute.org) has released its 2025 Annual Report during the 2026 IsDB Group Annual Meetings held in Baku, Azerbaijan, showcasing a year of expanded impact in Islamic finance transformation, innovative solutions, and capacity development.

 

The report highlights how IsDBI strengthened its role as a global knowledge leader by advancing innovative solutions and scaling support to Member Countries through knowledge-based interventions, Islamic finance grants, and strategic partnerships.

In 2025, IsDBI significantly expanded its footprint in Islamic finance transformation, approving 25 new technical assistance projects valued at US$4.14 million and completing 19 projects worth US$3 million, supporting countries in strengthening regulatory frameworks and promoting inclusive financial systems.

Since 2013, the Institute’s interventions in this regard have reached over US$27.57 million across 181 projects benefiting more than 34 countries, underlining its sustained contribution to development outcomes across the Islamic world.

I am pleased to note that the Institute has continued to strengthen its unique role in the global development ecosystem

The Annual Report highlights major progress in IsDBI’s three flagship transformative projects, namely Awqāf Free Zones, Digital Postal Islamic Financial Services, and Smart Countertrade System, which have all advanced to pilot-ready stages. These initiatives aim to address global challenges such as financial inclusion, food and energy security, and trade resilience.

Furthermore, the Institute accelerated its focus on digital innovation in Islamic finance, enhancing its Islamic Finance Artificial Intelligence Assistant (IFAA) and hosting its first AI Hackathon on Islamic Finance, engaging more than 40 teams in developing cutting-edge solutions aligned with industry standards.

Human capital development in Islamic finance also remained a cornerstone of IsDBI’s work in 2025, with the delivery of over 20 training programs reaching around 500 professionals across Member Countries. A key achievement in this area was the Entrepreneurial Mindset Development Program, a flagship initiative equipping emerging leaders from 20 countries with innovation-driven and values-based entrepreneurship skills. The program was designed and implemented in collaboration with Prince Mohammed Bin Salman College of Business and Entrepreneurship, Saudi Arabia.

The Institute also strengthened its thought leadership through flagship publications, global partnerships, and digital engagement, reinforcing its position as a leading voice in Islamic economics and finance.

Commenting on the issuance of the Annual Report, Dr. Sami Al-Suwailem, Acting Director General of IsDBI, said: “I am pleased to note that the Institute has continued to strengthen its unique role in the global development ecosystem by bridging knowledge creation, building human capital, and designing innovative solutions to address economic challenges.”

The 2025 Annual Report is accessible on IsDBI website here (https://isdbinstitute.org/product/isdbi-annual-report-2025/).

Distributed by APO Group on behalf of Islamic Development Bank Institute (IsDBI).

 

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