Millward Brown debuts ad copy-testing solution for B2B marketers


Media consultancy Millward Brown has launched a new version of its Link ad copy-testing solution, which is tailored specifically to business-to-business campaigns.


The platform, called Link for Business, is designed to make it easy for marketers to predict the impact an ad will have on sales and brand, and understand how to tweak it to improve ROI.

Users can benchmark ads against best practice in their own particular industry, and also against competitors' creative.

Millward Brown’s Link copy-testing solution has been used by B2C marketers for more than 25 years, and the new move makes this available to B2B marketers for the first trime.

Ben Lloyd, Head of Millward Brown’s Corporate Practice, commented: “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.

"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.”

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