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

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2 years ago

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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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Sierra Leone’s PDSL to Host Strategic Investor Roundtable at Paris Energy Forum

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1 day ago

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March 24, 2026

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Energy Capital

The Petroleum Directorate of Sierra Leone will lead a targeted roundtable at Invest in African Energy 2026, spotlighting upstream potential and cross-regional partnerships

PARIS, France, March 24, 2026/APO Group/ –The Petroleum Directorate of Sierra Leone (PDSL) is set to convene an investor roundtable at Invest in African Energy (IAE) Forum 2026 in Paris, underscoring growing interest in West and North African energy markets and the need for deeper capital engagement across exploration, renewable and offshore services. The session reflects a strategic effort by Sierra Leone to connect its emerging upstream prospects with established operators and project developers as the country moves to unlock the full potential of its emerging oil and gas industry.

 

Sierra Leone is increasingly positioning itself as a frontier oil and gas market with significant offshore potential, and part of the PDSL’s mandate is to catalyze investment interest in its offshore acreage through direct engagement with global capital. Recent data suggest the country holds estimated recoverable resources in the tens of billions of barrels, backed by discoveries and extensive multi‑client seismic datasets that prospective investors are evaluating. The PDSL is actively promoting licensing opportunities and drilling plans, emphasizing fiscal terms and exploration readiness to attract strategic partners.

 

A cornerstone of this strategy is the anticipated launch of the country’s sixth licensing round. Offering a rare early-entry opportunity into a largely untapped deepwater terrain with considerable upside, the upcoming bid round is backed by fresh 3D datasets which de-risk exploration and support new drilling campaigns. Just this month, GeoPartners announced that the final Pre-Stack Time Migration data for its recently acquired 3D multi-client seismic survey in the country was complete and is now available for licensing. The dataset provides a 3D window into the hydrocarbon potential of the underexplored northern Sierra Leone region.

 

Sierra Leone’s licensing drive comes as major operators advance exploration activities. In 2025, Eni signed a Reconnaissance Permit Agreement with the PDSL, securing rights to conduct reconnaissance and technical evaluation activities across offshore blocks G113, G129, G130, G131 and G132. The acreage covers 6,790 square kilometers within Sierra Leone’s territorial waters. Nigeria’s F.A. Oil Limited is pursuing drilling following its award of six offshore blocks through the country’s fifth licensing round in 2023. The company is currently seeking a farm-in partner to advance the project from exploration to production, offering a 40% stake in each of the G Blocks 53, 54, 55, 71, 72 and 73.

 

As these development unfold, the upcoming roundtable at IAE 2026 offers a unique opportunity for operators and policymakers to engage potential investors. The IAE 2026 Forum has become a strategic bridge between African upstream opportunities and global investors, with sessions like the PDSL roundtable designed to foster deeper dialogue and provide clarity on project pipelines and investment prerequisites. Discussions are expected to cover mechanisms for de‑risking exploration activity, optimizing fiscal and contractual frameworks and identifying synergies between hydrocarbon investment and renewable energy commitments.

 

For investors seeking differentiated exposure to African energy markets, the Sierra Leone roundtable represents both a focused exploration of frontier oil potential and a broader conversation about regional infrastructure, partnerships and the evolving demands of energy capital in the years ahead.

 

IAE 2026 (www.Invest-Africa-Energy.com) is an exclusive forum designed to connect African energy markets with global investors, serving as a key platform for deal-making in the lead-up to African Energy Week. Scheduled for April 22–23, 2026, in Paris, the event will provide delegates with two days of in-depth engagement with industry experts, project developers, investors and policymakers. For more information, visit www.Invest-Africa-Energy.com. To sponsor or register as a delegate, please contact sales@energycapitalpower.com

 

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

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Cape Town Prepares for African Mining Week 2026 as Draft Program Reveals Continent’s Mineral Drive

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1 day ago

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March 24, 2026

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Energy Capital

African Mining Week returns for its 2026 edition with an expanded three-day program, bringing together African mining leaders and global partners to shape the future of the continent’s mining sector

CAPE TOWN, South Africa, March 24, 2026/APO Group/ –Global economic trends – from record-breaking commodity prices to intensifying geopolitical competition for resources – are reshaping the strategic importance of Africa’s mineral wealth. As global countries race to secure supply chains for energy transition metals – which are expected to triple by 2030 – Africa is positioning its 30% share of the world’s critical minerals as a key pillar of economic growth. African governments are modernizing mining codes, developing industrial corridors and investing in mineral processing facilities to support local beneficiation, job creation, workforce development and regional mineral markets.

 

Against this backdrop, the upcoming African Mining Week (AMW) Conference & Exhibition – Africa’s premier gathering for mining stakeholders – has launched the draft program for its 2026 edition {https://apo-opa.co/3NneKLj}. Scheduled to take place October 14–16 in Cape Town, the event provides a platform where policymakers, global investors, project operators, technology providers, academia and mining service companies examine Africa’s mining opportunities, challenges and long-term strategic direction.

Under the theme ‘Mining the Future: Unearthing Africa’s Full Mineral Value’, the three-day, multi-track agenda reflects the growing urgency among African markets to strengthen value addition across the mining value chain.

Regional Cooperation and Policy Alignment in Focus

A key feature of the agenda is the Ministerial Forum, where African mining ministers will provide updates on regulatory reforms and policy alignment initiatives aimed at unlocking greater value from the continent’s mineral resources. Discussions will examine how harmonized regulatory frameworks and regional cooperation can accelerate investment flows and strengthen Africa’s position in global mineral supply chains.

The inclusion of regional policy integration reflects a growing continental push to leverage frameworks such as the African Continental Free Trade Area (AfCFTA) to enhance cross-border mineral cooperation and trade.

We are acting to enhance regional integration through frameworks such as the African Mining Vision and the Africa Mineral Strategy Group

“Africa’s integration is not only a political objective but a strategic economic vision,” stated Emmanuel Armah-Kofi Buah, Ghana’s Minister of Lands and Natural Resources, in remarks reported by Energy Capital & Power – organizers of AMW – in February 2026. “Our natural resources require coordinated policies. Isolated legal frameworks cannot fully unlock their value. Through integration and initiatives such as the ECOWAS [Economic Community of West African States] Mining Code and the African Mining Vision, we can build a stronger and more competitive mineral economy.”

Nigeria’s Minister of Solid Minerals Development, Henry Alake, echoed this emphasis on regional cooperation and beneficiation.

“We are acting to enhance regional integration through frameworks such as the African Mining Vision and the Africa Mineral Strategy Group,” he stated. “We must develop mineral corridors that connect resources, infrastructure and markets across the continent. Our goal is not to simply export raw materials, but to develop industrial hubs that create jobs and value across borders.”

Connecting Global Investors with African Opportunities

Strategic roundtables and Country Focus sessions form a key part of the AMW 2026 program, connecting African mining jurisdictions with international partners from the U.S, Europe, the Middle East and China. These sessions will provide African stakeholders with a platform to showcase exploration opportunities and project pipelines across the mining value chain.

Meanwhile, technical workshops and the exhibition floor at AMW 2026 will provide a platform for equipment manufacturers, technology providers and engineering firms to showcase innovations designed to enhance operational performance across mining operations.

By combining high-level policy dialogue with technical expertise and investment matchmaking, AMW 2026 positions itself as a critical marketplace where Africa’s mineral potential converges with global capital, technology and strategic partnerships – helping shape the next phase of growth for the continent’s mining sector.

AMW serves as a premier platform for exploring the full spectrum of mining opportunities across Africa. The event is held alongside the African Energy Week: Invest in African Energies 2026 conference from October 12-16 in Cape Town. Sponsors, exhibitors and delegates can learn more by contacting sales@energycapitalpower.com.

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

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Tony Elumelu Foundation Selects Seven North African Entrepreneurs in 2026 Cohort

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March 24, 2026

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entrepreneurs

Seven North African entrepreneurs in technology, education, professional services and agriculture selected from 265,000 applications at historic Abuja ceremony

Hope is not just a feeling — it is a system we can build

ABUJA, Nigeria, March 24, 2026/APO Group/ —

  • 7 North African entrepreneurs selected from Morocco, Tunisia and Egypt
  • 51% of the 2026 cohort are women, all selected purely on merit, without any quota in place
  • 3,200 total entrepreneurs selected from 265,000+ applications across 54 African countries
  • USD 5,000 in non-refundable seed capital for each selected entrepreneur
  • Selection conducted independently by Ernst & Young

 

The Tony Elumelu Foundation (TEF) (www.TonyElumeluFoundation.org), the leading philanthropy empowering young African entrepreneurs, announced on Sunday, 22 March 2026 the 12th cohort of the TEF Entrepreneurship Programme at a ceremony held at the Transcorp Hilton, Abuja. The announcement was made by Founder Tony O. Elumelu, C.F.R.

 

Among the 3,200 entrepreneurs selected from 265,000 applications received from all 54 African countries: seven from North Africa. Three from Tunisia, two from Morocco, two from Egypt. Spanning technology, education, professional services and agribusiness, they represent a generation of North African founders building businesses that address the urgent needs of their communities. Their selection, which was conducted independently by Ernst & Young, places them among the most rigorously assessed young entrepreneurs on the continent.

 

This year’s cohort carries a historic signal: 51 percent of the 2026 entrepreneurs are women. They were selected purely on merit, without quota. Across hundreds of thousands of applications, women distinguished themselves through the strength of their ideas, the clarity of their business models and the ambition of their vision.

 

In 2026, the Foundation is empowering a total of 3,200 entrepreneurs across all its entrepreneurship programmes:

 

  • 1,751 entrepreneurs through Heirs Holdings Group: Heirs Energies, Transcorp Power, Transcorp Hotels, and United Capital;
  • 1,049 entrepreneurs in partnership with the European Commission, OACPS, BMZ and GIZ;
  • 100 entrepreneurs in partnership with Sèmè City Development Agency;
  • 100 entrepreneurs in partnership with DEG, the German Development Agency;
  • 100 entrepreneurs in partnership with the IKEA Foundation, UNICEF’s Generation Unlimited and the Dutch Government; and
  • 100 entrepreneurs in partnership with UNDP and the Rwandan Ministry of Youth and Arts.

 

 

Each selected Tony Elumelu Entrepreneur will receive USD 5,000 in non-refundable seed capital, access to world-class business management training on TEFConnect, one-on-one mentorship, and entry into a powerful network of investors, partners and fellow entrepreneurs.

 

In his annual letter (https://apo-opa.co/4uOFepM), “A Story of Hope,” Tony O. Elumelu, C.F.R., Founder of the Tony Elumelu Foundation, shared a powerful message to the new cohort:

 

“For a long time, I believed luck was something that simply happened to you. Then I came to understand: luck can be engineered. Opportunity can be democratised. Hope is not just a feeling — it is a system we can build.” — Tony O. Elumelu, C.F.R., Founder, Tony Elumelu Foundation — 2026 Annual Letter

 

The Tony Elumelu Foundation has empowered over 2.5 million young Africans with access to business management training on TEFConnect (https://TEFConnect.com), and disbursed over USD 100 million in seed capital to more than 24,000 selected entrepreneurs.

 

Collectively, these entrepreneurs have generated USD 4.2 billion in revenue and created more than 1.5 million direct and indirect jobs. Through its support for African entrepreneurs, TEF has lifted 2.1 million Africans above the poverty line and positively impacted more than 4 million African households, with 46% of supported entrepreneurs being African women. Eighty percent of TEF-supported businesses survive and scale, against a global average of ten to twenty percent.

 

 

The announcement ceremony was broadcast live in English (https://apo-opa.co/3PWLiML), French (https://apo-opa.co/3PWLiML), Portuguese (https://apo-opa.co/4t4Y7Da) and Arabic (https://apo-opa.co/4bYHlQl).

 

Distributed by APO Group on behalf of The Tony Elumelu Foundation.

 

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