Millward Brown launches B2B ad copy test

Link for Business is designed to enable B2B marketers to assess the performance of advertising – across any medium – among B2B audiences against brand and sales objectives. It is now available globally. 

“Every business needs to know whether it is optimising its communications, and the shift towards personalisation and engagement presents a real opportunity for B2B marketers to demonstrate the impact of their work on their brand," said Ben Lloyd, head of Millward Brown’s corporate practice.

"Whilst this is not new for B2C marketers, historically it has been more difficult for B2B marketers to demonstrate their contribution to company growth given the focus on click-through rates and online forms to be followed up on by sales. Link for Business aids this process by helping B2B marketers ensure their communications are on brand and message for their business audience.”