SBP 097 - A Customer Promise Is A Business Strategy, with Roger Martin, Mimi Turner and Jann Schwarz скачать в хорошем качестве

SBP 097 - A Customer Promise Is A Business Strategy, with Roger Martin, Mimi Turner and Jann Schwarz

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 -   / roger-martin-9916911a9   The World’s Authority on StrategyNamed #1 Management Thinker by Thinkers50Trusted strategy advisor to CEOs of the biggest companies on the planet like P&G, Lego, FordAuthor of 13 books & 34 HBR articles including Playing to Win: How Strategy Really Works Mimi Turner -   / mimi-turner   Head of Marketplace Innovation with LinkedIn LMS Fellow @ The B2B Institute Jann Martin Schwarz -   / janns   Founder of The B2B Institute, Sr. Director Marketplace Innovation Follow our updates here:  ⁠  / ⁠   Get in touch with our hosts: Marc Binkley: ⁠⁠ ⁠  / ⁠   Vassilis Douros: ⁠⁠⁠  / ⁠   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 -   / b2b-institute   Making a Promise to the Business Customer -   / making-a-promise-to-the-business-customer   Full Research Library - https://business.linkedin.com/marketi... The Product Delusion -   / the-product-delusion   Roger Martin Website https://rogerlmartin.com Medium   / rogermartin   SBP - PTTC 2023 episode with Roger https://podcasts.apple.com/ca/podcast...