Claims Demystified: The Strategic Power of Proof in B2B Marketing

Part 1 of 3 in the B2B Marketer’s Guide to Crafting Powerful Claims

In B2B marketing—especially in complex or regulated industries like healthcare, life sciences, and advanced technology—building trust is everything. Buyers face high stakes, long sales cycles, and internal scrutiny. That’s why claims—statements about what your product or service delivers—are one of your most critical assets. However, many marketers treat claims as afterthoughts or vague brand messages.

The truth? Claims are how your product or service proves itself. They’re the bridge between what you offer and what your customer believes.

In this first article of our three-part series, we’ll break down what claims really are, why they matter far beyond the marketing department, and the different types of claims that should be a part of every marketer’s toolbox.

What Is a Claim (and Why Should Marketers Care)?

A claim is any statement you make about a product, service, or company that conveys value, performance, quality, compliance, or differentiation. Claims can appear in your marketing materials, but they also show up in packaging and labeling, regulatory submissions, and product documentation.

In short: if you’re saying something about how your product performs or why it matters—most likely it’s a claim.

For marketers, claims matter because they help:

• Establish credibility in markets where trust is hard to earn

• Support decision-making by giving buyers clear, verifiable proof

• Drive differentiation by setting your solution apart from the competition

• Reinforce the positioning you wish to own when aligned with messaging strategy

But there’s a catch: claims must be accurate, supportable, and relevant—especially in industries where compliance matters. That means marketing teams need to be intentional and educated about the kinds of claims they pursue and use.

The Different Types of Claims

Let’s break down the most common types of claims and when they’re useful in a B2B context. Most organizations will invest in building and using a portfolio of claims to address different needs throughout the buyer journey.  It’s also important to understand that there is a cost to pursue claims and some types of claims are more costly to obtain than others.

Marketing Claims

These are statements designed to attract attention, create differentiation, or communicate a benefit in a promotional context.

Examples:

“Trusted by 8 of the top 10 cancer centers.”, “9 out of 10 dentists recommend using Brand X”, “95% customer satisfaction”

Why They Matter: Marketing claims help create early-stage trust and social proof. This is particularly important in high-consideration B2B purchases, when buyers want to know: Who else is using this? Can I trust it? This type of claim builds category credibility and familiarity, especially when third-party endorsement or scale is referenced. They’re often the most visible and sharable across paid, owned, and earned media.

Performance Claims

These are statements that quantify how a product or solution functions, such as speed, accuracy, capacity, or efficiency.

Examples:

“Automates batch processing 4x faster than manual methods.”, “Improves manufacturing yield by 15% within 90 days of deployment.”, “Handles 10,000 concurrent users with zero downtime”

Why They Matter: Performance claims appeal to the rational business case. They can be crucial for convincing operational or technical buyers or stakeholders that your solution delivers measurable performance. Especially in environments focused on productivity, scale, or digital transformation, performance claims help justify switching costs and drive ROI-based selling.

Comparative Claims

These are statements that position your solution as superior to a competitor, alternative approach, or previous version, either explicitly or implicitly.

Examples:

“Whiter teeth in just 3 days vs. 7 with the leading brand.”, “50% more absorbent than the leading brand.”, “Costs 30% less than comparable systems”

Why They Matter: Comparative claims are powerful tools when buyers are evaluating multiple options or suppliers. They give marketers the opportunity to proactively frame differentiation on their terms. However, they carry risk—these claims must be supported by fair, validated comparisons or they can backfire legally or reputationally. Done right, they cut through parity messaging and directly support sales objections and product positioning.

Clinical Claims

These are statements derived from clinical studies or peer-reviewed research that describe the medical, therapeutic, or diagnostic impact of a product.

Examples:

“Reduces hospital readmissions by 32% in a randomized controlled trial.”, “Shown to reduce false positives by 37%.”, “Clinically proven to lower cholesterol.”

Why They Matter: Clinical claims are essential for products that impact patient care or health outcomes. They lend scientific credibility and are often required to secure regulatory approval, payer reimbursement, or clinical adoption. For marketers in MedTech or pharma, they serve as the gold standard of substantiation, often influencing both clinical and procurement decision-makers.

Regulatory or Compliance Claims

These are statements that indicate a product meets specific industry standards or has received approval from regulatory bodies.

Example:

“FDA-cleared and CE-marked for use in diagnostic workflows.”, “HIPAA compliant to keep your health information private and secure.”, “EPA-estimated 36 MPG highway”

Why They Matter: In regulated sectors, compliance claims aren't optional—they're a gateway to market access. These claims de-risk decisions for legal, compliance, and procurement teams. They also reassure buyers and stakeholders that your solution is safe, approved, and meet institutional requirements. Marketers should leverage these claims to establish legitimacy early in the buyer journey.

Different Claims for Different Needs

In B2B industries, one claim won’t do the job. You need a balanced, well-substantiated claims portfolio that builds trust, supports your message, and meets buyer needs across the journey.

Here’s the short version to understanding claims:

• Marketing claims open the door.

• Clinical and performance claims back up your story.

• Comparative claims help close the deal.

• Compliance and regulatory claims add depth, safety, and meaning.

Practical Tip

If you’re wondering “what am I suppose to do with this information now?”, try running a quick claims audit by reviewing your website or sales pitch deck.  Answer the following questions:

• What types of claims currently being used?

• Are these claims specific and verifiable?

• Are there opportunities to diversify the mix of claims being used?

Being intentional about your claims is the first step toward building a more credible, compelling marketing strategy.

Up Next in the Series:
In Part 2, we’ll explore how to build and activate a claims portfolio—so you can turn scattered proof points into a strategic advantage.