In this episode, we're excited to welcome back our returning guest, Roger Martin, and he's brought along two brilliant co-researchers/authors, Mimi Turner and Jann Martin Schwarz!
They’re here to share insights from the latest Promise to the Customer (PTTC) research by WARC and The B2B Institute. Last year, Roger joined us to discuss findings from a B2C dataset, but this time, it’s all about B2B.
So grab a seat, plug in your earbuds and join us as we dive into what really matters to business customers today—direct from the experts.
Our Guests
Roger Martin - https://www.linkedin.com/in/roger-martin-9916911a9/
The World’s Authority on Strategy
Named #1 Management Thinker by Thinkers50
Trusted strategy advisor to CEOs of the biggest companies on the planet like P&G, Lego, Ford
Author of 13 books & 34 HBR articles including Playing to Win: How Strategy Really Works
Mimi Turner - https://www.linkedin.com/in/mimi-turner/
Head of Marketplace Innovation with LinkedIn LMS
Fellow @ The B2B Institute
Jann Martin Schwarz - https://www.linkedin.com/in/janns/
Founder of The B2B Institute, Sr. Director Marketplace Innovation
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:57 - Introduction to Mimi, Jann & Roger
3:05 - How LinkedIn is shaping the understanding of B2B marketing
5:00 - Defining & examples of a promise to the customer (PTTC)
8:40 - Linking PTTC to strategy
10:53 - Why PTTC matters
14:40 - PTTC isn’t just for big brands
18:47 - The link between PTTC and a winning aspiration in business strategy
20:39 - Why PTTC can help brands differentiate
24:08 - PTTC examples with Sage ERP B2B SaaS
26:20 - how PTTC can improve ad creative
27:55 - Why PTTC works
32:50 - PTTC is more than an ad campaign
35:14 - Aligning sales & marketing to simplify the buyer’s experience
38:43 - PTTC impact on ABM & targeting
41:52 - Customer promises make the customer-company relationship tangible
44:20 - Business isn’t personal?
46:20 - The real job of B2B marketers
50:17 - How you know when you’ve got a brand
51:40 - The importance of knowing a brands before buying
54:58 - Brands are like blame insurance in decision making
57:20 - Roger: the most striking finding from this research
1:00:45 - Jann: the most striking finding from this research
1:03:55 - Mimi: the most striking finding from this research
1:05:41 - how P&G used PTTC to evaluate campaigns
1:10:08 - Post-pod with V, Marc & MIMI!
Links & References
The B2B Institute - https://business.linkedin.com/marketing-solutions/b2b-institute
Making a Promise to the Business Customer - https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-business-customer
Full Research Library - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research?selectedFilter=all-categories
The Product Delusion - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/the-product-delusion
Roger Martin
Website https://rogerlmartin.com
Medium https://rogermartin.medium.com/
SBP - PTTC 2023 episode with Roger https://podcasts.apple.com/ca/podcast/sbp-040-making-a-promise-to-the-customer-with-roger-martin/id1609811324?i=1000631039119
