Some recent research between LinkedIn's B2B Institute and Warc has brought to light a crucial insight that can help transform the marketing of managed service providers. (Source)
Here’s an outline of the study and I quote : “Drawing on WARC’s extensive database of B2B and B2C effectiveness case studies, over 2,000 award entrants and winning advertising campaigns from the last five years (2018-2022) were analysed, of which 40% (808) were identified as having made a credible promise to the customer.” As a quick aside here, only 100 of the businesses reviewed were Business-To_Business, however I don’t think that has any negative bearing on the value of the findings.
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