Welcome to another episode of The Barber’s Brief!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

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:

00:00 - Introduction

00:51 - Why Tide is shifting to social-first marketing for its latest NFL blitz.

03:47 - Spotify takes aim at YT with a new revenue-sharing platform for creators.

06:07 - Google to halt political ads in EU over new regulations.

10:07 - US Ad spend managed by agency holding companies.

14:15 - 2024 CeraVe's Super Bowl Stunt: A Humorous Take on Brand Awareness.

14:15 - Ad of the Week - VW, Think Small

In The News Links:

Title: Why Tide is shifting to social-first marketing for its latest NFL blitz - https://www.marketingdive.com/news/tide-tackles-NFL-marketing-campaign-social-creator-content/732597/

• Spotify takes aim at YT with a new revenue-sharing platform for creators - https://www.businessinsider.com/spotify-battles-youtube-with-new-creator-video-revenue-sharing-program-2024-11

  Google to halt political ads in EU over new regulations - https://searchengineland.com/google-halt-political-ads-eu-448336

  US Ad Spend managed by agency-holding companies, Shane O’Leary - https://www.linkedin.com/posts/shane-o-leary-1660_sometimes-you-see-a-graph-or-piece-of-data-activity-7261356951370895360-BMSB
  

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

Welcome to another episode of The Barber’s Brief!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

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:

00:00 - Introduction

01:25 - Is influencer marketing right for you?

04:24 - lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection.

08:18 - Moo Deng will Die. Your brand needs to be immortal.

12:08 - ChatGPT search officially launches

18:26 - The Marketing Moment: Heinz Ketchup, It has to be Heinz.

25:21 - Ad of the Week - Apple, Write Smarter.

In The News Links:

Is influencer marketing right for you?

Dr. Grace Kite https://www.linkedin.com/posts/magic-numbers-co_is-influencer-marketing-right-for-you-the-activity-7254761570923069441-iknX

YouGov findings: https://business.yougov.com/content/50275-from-kitchen-to-closet-nearly-three-in-five-users-find-fashion-and-food-influencer-advice-helpful

lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection

Source: https://corporate.lululemon.com/media/our-stories/2024/lululemon-and-fanatics-partner-with-nhl

Moo Deng will Die. Your brand needs to be immortal

Andrew Tindall on The Drum

Source: https://www.thedrum.com/opinion/2024/10/24/moo-deng-will-die-your-brand-needs-be-immortal

ChatGPT search officially launches

Source: Techcrunch

Link: https://searchengineland.com/chatgpt-search-officially-launches-447919

The Marketing Moment:

Heinz Ketchup: It has to be Heinz

WARC Cannes Creative Lions Grand Prix, Creative Effectiveness Lions

Agency - Rethink Canada

https://info.canneslions.com/the-official-cannes-lions-2024-wrap-up-report/creative-impact

Ad Of The Week:

Title: Write Smarter

Advertiser: Apple

Link: https://youtu.be/3m0MoYKwVTM?list=TLGGnLWpSYG3DtwwNTExMjAyNA

The latest Apple ad, ‘Write Smarter,’ follows an office worker using the tech giant's Intelligence system on his iPhone 16 Pro to refine his usually casual emails into polished, professional messages, much to the surprise of his boss, who seems a bit perplexed by the sudden shift in tone.