Timé Marketing’s 2017 State of Purpose in B2B study, our first edition, reveals that purpose-driven B2B companies perform well – better than other B2B companies – because of four reasons:
1. They have a significantly more inclusive stakeholder management style, especially towards employees and society. Purpose-driven B2B companies give these stakeholders almost equal influence and importance compared to their other stakeholders (shareholder, customer, company). This reflects positively in their employee engagement & satisfaction scores as well as in their customer engagement & satisfaction scores.
2. Purpose-driven B2B companies deliver more and richer value. The value they deliver shows a better mix of material value (extrinsic customer value), value that is aimed at fulfilling human potential (intrinsic customer value) and value that fulfils social needs (intrinsic community value).
3. Purpose-driven B2B companies cultivate extrovert brands. They communicate significantly more about the extrinsic and intrinsic values thy deliver to customers and communities. As a result they achieve more fulfilling employee engagement & satisfaction scores as well as more fulfilling customer engagement & satisfaction scores.
4. Purpose-driven B2B companies ‘talk the talk and walk the walk’. Their commitment to deliver on their (campaign) promises is significantly higher than that of other B2B companies.