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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.

Business

Forget Energy Transition, Produce Oil Like Nothing Before

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African Energy Chamber

The future requires more oil and gas production – not less

BUENOS AIRES, Argentina, June 9, 2026/APO Group/ –The world does not have an energy problem. It has an energy supply problem. As demand rises, populations grow, and billions of people continue to live without reliable access to electricity and clean cooking technologies, the case for producing more energy has never been stronger. From Africa to Latin America, governments and operators are responding with renewed investments in exploration, production and infrastructure, signaling a shift away from energy subtraction and toward energy addition.

Speaking during the ARPEL Conference 2026 in Buenos Aires, Argentina, NJ Ayuk, Executive Chairman of the African Energy Chamber (AEC) – the voice of the African energy sector – delivered a direct message to policymakers, investors and industry leaders: “Forget transition. Let’s talk about addition. Let’s give people what they need.”

The numbers support the argument. Energy poverty remains one of the greatest barriers to economic development globally. In Africa alone, more than 600 million people remain without access to electricity, with nearly one billion people living without access to clean cooking technologies – the most disproportionately affected of which are women. Asking developing economies to produce less energy while these realities persist is fundamentally disconnected from the needs of billions of people.

“For far too long, we have been told to build less, produce less and pay more for energy,” Ayuk stated. “In Africa, we believe this is a moment for energy addition, not energy subtraction. Drill, baby, drill. It’s more important today than ever before.”

Africa offers the clearest justification for increasing oil and gas production. Despite holding more than 125 billion barrels of crude oil reserves and 620 trillion cubic feet of proven gas reserves, the continent relies heavily on imported petroleum products to sustain its economies. Inadequate investment flows across the energy value chain have impacted development and industrialization, leaving millions in the dark.

The global energy transition further compounds this challenge. Opposition by environmental groups, a shift toward aid rather than commercial business structures and diminishing investment for oil and gas projects have brought significant implications to the continent. While developed economies are pursuing a shift towards alternative energy sources, Africa needs its oil and gas – now more than ever before.

For far too long, we have been told to build less, produce less and pay more for energy

Efforts are being made across the continent to produce more oil and gas. Leading producers such as Nigeria and Angola strive to increase output, targeting brownfield development, accelerated exploration and enhanced recovery. Emerging producers such as Namibia are fast-approaching first oil, while discoveries made in Ivory Coast, investments made in the Republic of Congo, and new LNG builds in Mozambique and Tanzania are supporting greater production continent-wide.

“We must remain resolute. We must commit to an industry that builds more, produces more and never apologizes for oil. Many people in Africa are not ashamed of oil. We believe oil has a major role to play in our energy future,” Ayuk said.

Latin America offers a powerful demonstration of what sustained exploration and production can achieve. Brazil’s pre-salt developments remain among the most successful offshore projects in the world, delivering large volumes of low-cost production while attracting continued investment. Guyana continues to expand output at one of the fastest rates globally, while Argentina’s Vaca Muerta shale play is strengthening the country’s position as a major energy producer. Pan American Energy also recently announced plans to invest $680 million to revitalize Argentina’s Cerro Dragon field in the mature Golfo San Jorge basin, reflecting global interest in optimizing South American oil production.

The region’s success reflects a commitment to developing resources rather than restricting them. “Our friends in Latin America have been strong stewards for our industry,” Ayuk said, adding, “Be proud of your energy industry.”

That message extends far beyond Latin America. As governments reassess energy policy, supply security and economic growth priorities, oil and gas continue to provide the foundation upon which modern economies are built. The choice facing both emerging and producing nations is increasingly clear: either create the conditions necessary for investment, exploration and development, or risk falling behind in a world that continues to demand more energy.

“We do not have anywhere to transition to. Where are we going to transition to? From the dark to the dark?” Ayuk asked. “We want to ensure that we have energy that drives development.”

For billions of people still seeking access to affordable, reliable energy, the priority is not producing less. It is producing more.

“Don’t ever apologize for producing energy that drives human flourishing,” Ayuk concluded. “Keep building, keep producing and don’t be scared to say, ‘drill, baby, drill’ whenever you have the chance.”

Distributed by APO Group on behalf of African Energy Chamber.

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Heirs Energies’ US$750 Million Financing Named Best Oil & Gas Deal of the Year

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Heirs Energies Limited

The award was presented on 3 June 2026, in London, and recognises one of the largest financings secured by an indigenous African energy company

LONDON, United Kingdom, June 9, 2026/APO Group/ –Heirs Energies Limited, Africa’s leading indigenous-owned integrated energy company, has been recognised on the global stage after its landmark US$750 million dual-tranche Senior Secured Reserve-Based Lending (RBL) facility was named Best Oil & Gas Deal of the Year at the EMEA Finance Project Finance Awards 2026.

 

The award was presented on 3 June 2026, in London, and recognises one of the largest financings secured by an indigenous African energy company. The transaction highlights the growing role of African capital in supporting strategic investments that advance energy security, economic development, and long-term value creation across the continent.

Executed with the African Export-Import Bank (Afreximbank), the US$750 million financing was structured to accelerate field development, optimise production, and support Heirs Energies’ long-term growth ambitions, while maintaining disciplined capital management.

Commenting on the recognition, Osa Igiehon, Chief Executive Officer of Heirs Energies, said: “This recognition reflects the confidence that African and international financial institutions continue to place in Heirs Energies, our strategy, and our long-term vision.

“The transaction demonstrates that indigenous African energy companies can successfully structure and execute world-class financing solutions that support investment, growth, and value creation. We are proud to receive this award and grateful to our financing partners, advisers, and stakeholders whose support made it possible.”

We are proud to receive this award and grateful to our financing partners, advisers, and stakeholders whose support made it possible

Mr. Haytham ElMaayergi, Executive Vice President, Global Trade Bank at Afreximbank, said: “We are truly honoured that the US$750 million dual-tranche Senior Secured Reserve-Based Lending facility for Heirs Energies has been recognised as Best Oil & Gas Deal of the Year by the EMEA Finance Project Finance Awards.

“This recognition underscores the importance of well-structured, Africa-focused financing in supporting indigenous energy companies with strong governance, high-quality assets and clear long-term growth plans. Afreximbank was proud to support this landmark transaction, which demonstrates how African financial institutions can help mobilise capital for strategic businesses that advance energy security, production capacity and sustainable value creation across the continent.

“We congratulate Heirs Energies and all the partners involved in the transaction and are pleased to see this important financing recognised on such a respected international platform.”

Samuel Nwanze, Executive Director and Chief Financial Officer of Heirs Energies, added: “This award validates the strength of the transaction and the confidence our financing partners placed in Heirs Energies.

“The facility was designed to support our long-term growth strategy, enabling continued investment in field development, production optimisation, and sustainable value creation. We are pleased to see the transaction recognised on such a respected global platform.”

The financing represented a major milestone in Heirs Energies’ evolution from acquisition-led financing to a capital structure aligned with the long-term development profile of its reserves. It further reinforced the Company’s position as a leading indigenous energy producer and demonstrated the ability of African institutions to finance transformational African businesses.

The EMEA Finance Project Finance Awards recognise outstanding transactions across Europe, the Middle East, and Africa, celebrating excellence, innovation, and impact in project and structured finance.

Distributed by APO Group on behalf of Afreximbank.

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Business

What Human Resource (HR) Professionals Gain from Automation

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HR

Four examples of automation supporting HR staff

JOHANNESBURG, South Africa, June 9, 2026/APO Group/ –Human resource people are concerned. As automation becomes more featured in modern digital technologies, many HR staff are asking the same question: will automation replace me?

 

Their fears are not unfounded. According to surveys conducted by Gartner (https://apo-opa.co/4uo4fGQ), some companies are using AI as an excuse to reduce HR headcounts, and 79% of Chief HR Officers told AMS (https://apo-opa.co/4xj8Qg9) that they see notable concerns about job security among their teams.

 

Supporting human abilities

 

However, a report published last year by the International Labour Organisation (https://apo-opa.co/3SaBQGM) found that AI and automation are unlikely to replace HR staff. Instead, automation is producing significant productivity improvements for HR staff, says Mignon Wolmarans, HR Product Manager at Deel Local Payroll.

 

“HR jobs require people with complex problem-solving, creativity, and strong interpersonal skills. These are not abilities that a machine or software can replace. But HR people spend most of their time on manual tasks that actually reduce their ability to focus on priorities where their skills are needed the most.”

 

This observation comes from working with clients who adopt automation in their HR environments, she adds.

 

“We sometimes encounter reluctance when we bring up automation, and the resistance is usually around a comfort with manual processes or gaps in training and skills that reduce people’s confidence in technology. But when we work with them to overcome those concerns, they love what automation does and how it gives them more autonomy and focus.”

 

How automation supports HR

 

Modern HR platforms, cloud software, can automate many routine HR tasks, either as processes designed by HR teams or as ready-to-use native features. These latter features match frequent HR tasks that would otherwise require significant manual processing, input from multiple people, or both.

People are most reluctant to adopt automation because of skills gaps, which feeds into fears that the technology will replace them

 

Some examples include:

 

  • Leave management: Automate accruals based on length of service, salary grade, or a combination of the two. Automation applies forfeiture rules automatically, and if an employee’s tenure ends, leave encashment is calculated and processed in a single automated action.

 

  • Claims: Self-service custom forms and document attachments streamline overtime and travel claims. These are processed through established rules and approvals, pushed to the responsible managers or heads of departments. As soon as a claim is approved, it automatically updates payslip information.

 

  • E-onboarding: Instead of HR practitioners capturing new employee information manually, ‌newcomers use online forms to complete their basic profile and address information, and attach key documents, all of which are loaded onto their profile and only require approval from HR.

 

  • Performance management: Set up different performance review layouts, forms, and templates for various roles, objectives, and indicators. Participants can attach supporting documents, while reviewers, managers, and other staff can submit their contributions. All the performance data feeds into central dashboards for complete control and visibility of the company’s performance.

 

These automations reduce manual workloads and errors while extending features to other stakeholders in different departments. Crucially, they don’t replace HR staff and instead give them the capacity to focus on intricate and human-centric activities that require more than capturing data and compiling reports. As mentioned, HR teams can also create automated processes and customised forms.

 

Creating digital confidence

 

The best HR software vendors offer training and skills honing for customers. For example, Deel Local Payroll provides training staff and extensive learning resources for its customers, helping them take charge of automation.

 

“People are most reluctant to adopt automation because of skills gaps, which feeds into fears that the technology will replace them. That’s why we have a dedicated training department, one-to-one training, and e-learning courses that help fill those gaps,” says Wolmarans.

 

The fear that automation will replace HR people is overstated, even if some company leaders consider it an option. Software cannot compare to what skilled HR professionals do best. But those same professionals focus overwhelmingly on manual tasks, taking time better spent on more complex and strategic priorities.

 

Automation doesn’t replace HR professionals. When the right platform and vendor support them, it makes them better at their jobs.

Distributed by APO Group on behalf of Deel Local Payroll, powered by PaySpace.

 

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