Tuesday, 8 July 2025
31.4 C
Singapore
34.9 C
Thailand
22.3 C
Indonesia
29.3 C
Philippines

New study underscores the power of customer promises and introduces sponsored newsletters for B2B marketers

Explore how LinkedIn's new sponsored newsletters and Customer Promises significantly enhance B2B marketing effectiveness, offering marketers a robust tool to boost brand visibility and market share.

A recent study by WARC Advisory, in partnership with The B2B Institute at LinkedIn and strategy expert Roger Martin, has shown that business-to-business (B2B) marketing campaigns that include a clear Customer Promise are three times more likely to enhance market share and 2.5 times more likely to improve brand health compared to those that don’t. Building on these findings, LinkedIn has launched a new feature: sponsored newsletters, designed to help marketers amplify their long-form content and reach new audiences effectively.

The strategic advantage of customer promises in B2B

The report titled “Making a promise to the business customer: Why Customer Promise campaigns are even more effective in B2B than B2C,” highlights that only 18% of B2B campaigns currently utilise Customer Promises, compared to 40% in B2C. This untapped potential presents a significant opportunity for marketers looking to impact their sectors substantially. Paul Stringer, Managing Editor at WARC, commented on the effectiveness of clear promises: “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.”

This insightful report diagnoses the issues facing B2B marketers and offers a successful strategy for those looking to build brand awareness and reputation effectively. For detailed insights and to access the full report, visit the WARC Advisory website.

Leveraging LinkedIn’s sponsored newsletters to expand reach

In addition to the strategic benefits of Customer Promises, LinkedIn’s introduction of sponsored newsletters offers a practical tool for marketers to extend the visibility of their content. With over 184,000 newsletters on LinkedIn and a 59% increase in publication over the last year, this feature taps into a growing trend of content consumption on the platform. Engagement with newsletters has risen by 47%, indicating a robust appetite for detailed, thoughtful content among professionals worldwide.

Kevin Vlk, Brand Activation & Social Lead at Zoom, shared his positive experience with LinkedIn newsletters: “Making LinkedIn newsletters as part of our social strategy has been an invaluable tool for us to reach our Zoom audience, especially during our Zoom Workplace and Zoom AI Companion launches. Just in the past year, our subscriber count has grown 36% and article views are up 45% with a 550%+ increase in impressions and engagements.”

How sponsored newsletters work

New study underscores the power of customer promises and introduces sponsored newsletters for B2B marketers - 1

This new feature allows marketers to either sponsor content from their own newsletters or from other members’ publications, upon receiving approval. This is facilitated through LinkedIn’s Campaign Manager, where marketers can select content to promote, enhancing their strategy to drive meaningful engagement and brand visibility globally.

Roger Martin, CEO Advisor and Strategist, emphasised the critical role of making a Customer Promise in B2B campaigns. “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.”

By combining the power of Customer Promises with the innovative approach of sponsored newsletters, LinkedIn is providing B2B marketers with an enhanced toolkit to build brand awareness, improve market share, and achieve significant brand health in an increasingly competitive marketplace.

Hot this week

Alibaba Cloud marks 10 years in Singapore with major AI and cloud expansion

Alibaba Cloud celebrates 10 years in Singapore with global AI tools, new data centres, and expanded services for your digital transformation.

Apple hits key milestone in foldable iPhone development

Apple’s foldable iPhone has reached a key milestone with a working prototype, and the company is eyeing a potential launch in the second half of 2026.

Alibaba Cloud marks 10 years in Singapore with new data centres and AI innovation hub

Alibaba Cloud celebrates 10 years in Singapore with new AI centre, data centres in Southeast Asia, and global green AI initiatives.

Asian game makers turn to AI to create lifelike characters

Asian game developers use AI to create characters with lifelike responses, making games more immersive and personal for players.

Mainland investment boom lifts Hong Kong’s market

Chinese firms turn to Hong Kong listings after mainland investors spend US$93B on stocks, eyeing global growth and fresh funding sources.

Xiaomi Sound Pocket review: Small in size, big on sound

The Xiaomi Sound Pocket is a sleek, compact speaker with IP67 rating, smart tuning, and strong battery life for all-day listening.

Huawei defends AI model amid claims of using third-party code

Huawei denies using third-party models to train its latest AI, despite claims from a whistleblower and rising competition in China's tech sector.

AI will make cyber defence harder unless you think like a hacker

Cyber experts warn that AI is making cyber attacks smarter, urging firms to adopt a hacker mindset and prepare through simulations.

Persona 5: The Phantom X finally arrives in Southeast Asia

Persona 5: The Phantom X launches in Southeast Asia with a fresh story, fan-favourite characters, and a special event running until July 31.

Related Articles

Popular Categories