How Purpose Powers B2B Growth (B2B Marketing Series)

July 8, 2020

Executive Summary

Purpose is no longer just for B2C organizations. New research from the ANA, Carol Cone of ON PURPOSE, and the Harris Poll reveals the growing influence of purpose in B2B companies — a trend that is driven by fundamental shifts in society, the marketplace, and people's expectations. B2B companies recognize purpose as an opportunity and a powerful differentiator, especially for retention and recruitment of the best talent. Yet B2Bs are still early in their purpose journeys. The gap between those who understand the importance of purpose and those undertaking the work necessary to truly activate it within their organizations is the "purpose paradox."

This webinar discussed:

  • The paradox between how B2Bs approach purpose. 86 percent have a "Stated Purpose," or clear understanding of their reason for being beyond profits, while less than a quarter have "Activated Purpose," or deeply-embedded purpose that influences culture, operations, innovation, and more.
  • How to activate Believers, a powerful segment of employees who say companies with purpose will be more successful than those without it. Focusing on Believers should be the goal of B2B organizations who seek business growth concurrently with a positive impact on their stakeholders and society.
  • Why B2B organizations embrace purpose and where purpose does or doesn't perform for the company — from attracting and retaining talent to driving sales.
  • The eight key principles that B2B companies need to evolve and advance along their purpose journeys.

Carol Cone

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comments (1)

Wendy Soucie

July 17, 2020 6:45am ET

I think that purpose is the number one success factor for companies moving forward in our new normal. It is what kept many companies and workers on the job and focused in spite of risks. And if the company itself backed up the employees who did the work, you can see them become stronger organizations for the next crisis, or business challenge.