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