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.

Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Peter Weinberg. AI is the biggest topic of the past two years. When you combine that with the science behind evidence-based marketing principles and the discipline of Market Research you get Evidenza. Our Guest: Peter Weinberg Co-Founder, Evidenza https://www.linkedin.com/in/weinbergpeter/ 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 0:56 - Introduction to Peter Weinberg 1:59 - What is synthetic research? 3:45 - Three phases of Peter’s career 7:03 - Leading on cutting edge thinking & technology 9:30 - 5/95 Rule 10:50 - Segmenting the market for AI-based research 13:04 - Thinking about Category Entry Points for Evidenza 15:38 - How to create synthetic personas 17:58 - A word from our sponsor - Quatical 19:19 - The speed and flexibility advantage of Synthetic-research 22:00 - Augmenting traditional market research 23:35 - Building CFO ready marketing strategy 25:48 - Using AI to solve TAM, SAM and SOM 27:23 - Correcting for hallucinations 30:24 - Error in AI v. traditional surveys 32:01 - Improving accuracy of synthetic research 33:51 - The opportunity and limitations of synthetic research 35:42 - Product Market Fit for Evidenza 37:38 - AI can be used for much more than copywriting 39:03 - How a background in marketing influences business operations 43:29 - Most growth comes from new customers 45:25 - Opportunity to financialize marketing plans 46:57 - Why marketers need to learn financial language 47:58 - Learn more about Evidenza 48:37 - Post pod with V and Marc

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 02:15 In-house vs. Downtown Agencies: Cost Savings or Misconception? 06:55 Just do it! Brand Name Lessons from Nike's Troubles! 13:19 Dom Pérignon perfectly demonstrates the appeal of scarcity. 19:25 Great Whitepaper from Mailchimp - How to Grow Your Brand 22:58 Marketing Moment: Insights from Adweek 2024 32:13 Ad of the Week In the News links: In-house vs. Downtown Agencies: https://www.linkedin.com/feed/update/urn:li:activity:7253289716513431553/

Brand Name Lessons from Nike's Troubles! https://aswathdamodaran.blogspot.com/2024/10/just-do-it-brand-name-lessons-from.html Dom Pérignon perfectly demonstrates the appeal of scarcity https://www.marketingweek.com/ritson-dom-perignon-appeal-scarcity/ Whitepaper from Mailchimp: https://mailchimp.com/resources/how-to-grow-your-brand/ Marketing Moment:

Adweek 2024 Key Learnings: CTV and Retail Media AI’s Role in Advertising Harnessing First-Party Data Omnichannel and Full-Funnel Strategies Privacy and Regulatory Uncertainty Declining Focus on Social Purpose, DEI and Sustainability Ad of the Week: https://youtu.be/qvFnf2EEd20?feature=shared

Welcome to another episode of the Sleeping Barber Podcast!

Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Omar Roubi. Within a business, there appears to be a constant tension between marketing and accounting/finance departments. In this episode, Marc and Vassilis speak with Omar Roubi to explore that relationship and look for some common ground and language that can help marketers better understand their businesses.

Our Guest: Omar Roubi https://www.linkedin.com/in/omar-roubi-cpa-texas/Host & Director, Education & Content at LumiQ | Accounting Instructor at University of Colorado Denver | Accounting Textbook Author with Top Hat

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:

0:57 - Intro to Omar

1:47 - About LumiQ

4:50 - Target Canada - Why they Failed

6:22 - What is a capital budget & how does it affect the 4Ps

8:11 - The danger of putting strategy before execution of the 4Ps

10:33 - Big M marketing is different from advertising

12:35 - The value including marketers CMO in Capital budget planning

16:01 - Why No Amount of Budget could have created demand for Target Canada

20:09 - How to justify marketing budgets to accounting

21:45 - Predicting the future vs. Reporting on the past

25:50 - Marketing and accounting education

30:05 - Do we understand what return means?

32:30 - How accountants see brand

34:58 - Goodwill & Settting Expectations

39:22 - A process to improve budgeting

41:08 - Understanding the roles of Finance & Accounting

43:55 - Avoiding WAGs (Wild Ass Guesses)

48:12 - Justifiing ROI: Time is on your side

52:00 - Three tips for marketers to improve financial acumen

58:45 - Post Pod with V and Marc

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/⁠

Links:

Title: The Big Dilemma in Advertising

Source: Tom Goodwin

Link: https://www.linkedin.com/posts/tomfgoodwin_this-is-the-big-dilemma-in-advertising-activity-7248050327734611968-jbDM

Title: IAS To Sell Attention Data to Publishers

Source: Marketing Brew

Link: https://www.marketingbrew.com/stories/2024/10/03/ias-to-sell-attention-data-to-publishers

Pareto’s Law: How Its Legacy Has Misled Marketers from Focusing on the Most Significant Consumers

Source: Andreas Wallin https://www.linkedin.com/pulse/paretos-law-how-its-legacy-has-misled-marketers-from-focusing-wallin-vrruf

Privacy laws raise questions for advertisers: Here’s what the numbers say

Source: Marketing Dive

Link: https://www.marketingdive.com/news/privacy-laws-raising-questions-advertisers-numbers-data-protection/728072/

Timestamps: 00:00 introduction 01:40 The Big Dilemma in Advertising 04:07 IAS To Sell Attention Data to Publishers 06:56 Pareto’s Law: How Its Legacy Has Misled Marketers from Focusing on the Most Significant Consumers 10:15 Privacy laws raise questions for advertisers: Here’s what the numbers say 15:05 McCain by Adam & Eve/DDB: When the chips are down, margins matter. How a focus on long-term emotional brand building reduced price elasticity and increased profits for McCain

22:22 Ad of the Week

Welcome to another episode of the Sleeping Barber Podcast!

Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Adam Morgan. Adam is a pioneer in business and marketing, best known for his book "Eat Big Fish," which has inspired countless brands to adopt a challenger mindset. He’s also authored "The Pirate Inside" and "Overthrow" and hosts the podcast "Let's Make Things More Interesting." In this episode, Adam discusses his latest research with System1 and Peter Field on "The Cost of Dull," exploring the financial impact of uninspired advertising.

Guest Bio:

Adam Morgan

Partner, eatbigfish: Brand and Marketing Consultant

On LinkedIn

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

0:54 - About Adam

3:23 - Defining Dull

4:28 - The data sources of Dull

6:16 - Mediocrity inspired this research

10:01 - 4 the horseman of the dull-ocolypse

14:10 - Do dull ads influence consumer perceptions

17:33 - Optimizing to the average

18:27 - Sponsor - Quatical: Fractional Marketing Leadership

20:46 - The Smarter we get, the duller we get

22:07 - The financial impact of Dull

24:49 - Is average ad creative actually responsible?

27:34 - What makes impactful communication

30:15 - Emotion is more than tears

34:05 - Insurance industry has raised the B2B bar of creativity

36:19 - The % of B2B ads that are dull

41:07 - Attention & reach are different

43:03 - Dull inputs lead to dull outputs

44:10 - What is Risk and what is responsible

48:21 - Using AI in ad creative

52:52 - More about Adam

54:04 - Post Pod with V & Marc

Literature:

Risk & Responsibility: A lesson in creative responsibility

The Cost of Dull with Peter Field — The Challenger Project | The Home of Challenger Brands

Let's Make Your Brand More Interesting | Inc.com

The £10m cost of dull advertising | WARC | The Feed