Sleeping Barber - A Marketing Podcast

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

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 0:00 - Introduction 01:15 - Nike’s Market Strategy and Challenges 05:31 - Amazon’s Return to Office Mandate 09:52 - Swedish Advertising Insights 13:45 - The Evolution of KPIs in Marketing 25:38 - Ad of the week Links: Title: Did Nike Lose it’s Cool or it’s place? Prof. Koen Pauwels Source: Prof. Koen Pauwels Link: https://www.linkedin.com/pulse/did-nike-lose-its-cool-place-prof-dr-koen-pauwels-0cmqe/?trackingId=8MbCHRTATd%2Bm4DNRnHllsA%3D%3D Amazon Says No To Remote Work - Mandates full 5-day return to office Source: Techcrunch Link: https://techcrunch.com/2024/09/16/amazon-mandates-full-five-day-return-to-office/ Link#2: https://finance.yahoo.com/news/amazon-employees-blast-andy-jassy-113949840.html Title: Effective Communication 2024 report by Sveriges Annonsorer & NoA Consulting Source: Sveriges Annonsorer Link: https://www.sverigesannonsorer.se/kunskap/rapporter/effective-communication-2024 Title: Is the KPI still a good indicator of performance? Johnny Corbet Source: Marketing Week Link: https://www.marketingweek.com/kpi-good-indicator-performance/ The Marketing Moment: How KFC Integrated Creative Quality into Their Marketing Effectiveness Assessments Link: https://www.kantar.com/inspiration/advertising-media/how-kfc-integrated-creative-quality-into-their-marketing-effectiveness-assessments Ad of the Week MIRO - collaboration and project management software https://youtu.be/shy3tqvHb4g?si=QyNchqm5jw2e4GDo The Back Story - the production team used Miro to produce the commercial for Miro https://go2.miro.com/how-we-launched-a-national-ad-campaign-with-Miro.html

Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman. James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success. Enjoy the show! Our Guest: James Hurman - https://www.linkedin.com/in/jameshurman/ Founder Previously Unavailable - Innovation Studio Founder & Programme Director of the Masters of Advertising Effectiveness course with WARC Co-founder of Tracksuit - a SaaS brand health tracking system Co-author with Peter Field on the Cannes Lions / WARC publication called Creative Effectiveness Ladder Author of a new book for startups called Future Demand and The Case for Creativity 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: 0:00 - Episode Introduction 3:28 –the trouble with CAC & the startup playbook 6:39 – why future demand (brand building) is important for startups 10:15 – is demand generation possible 15:04 – Why CAC gets worse without brand awareness 17:30 – Split budgets between brand and performance marketing 19:00 – James’ journey into effectiveness 24:14 – What is effectiveness? 26:35 – The Creative Effectiveness ladder 32:35 – Do ads wear out or wear in? 37:10 – The customer need behind Tracksuit’s brand health tracking SaaS 41:10 – Lessons for early-stage startups 44:53 – The power of industry expertise inside a startup 47:58 – Building Effectiveness knowledge inside companies 51:15 – Much of what marketers are taught is wrong 53:30 – Marketing evidence needs to wear in 54:15 – how to learn more about James 55:09 - Post Pod with V and Marc Background Research & Literature: James on LinkedIn https://www.linkedin.com/in/jameshurman/ Tracksuit https://www.gotracksuit.com/us Previously Unavailable https://www.previously.co/ Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand

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 0:00 - Introduction 1:56 - Efficiency Delusion 4:54 - iOS 18 What Does It Mean For Marketers 12:30 - Brand Has Never Been More Important For B2B 17:14 - Google Lose Appeal in EU 19:56 - The Marketing Moment - Dr. Pepper Links: Story #1 Title: The Efficiency Delusion Source: Paul Worthington blog OffKilter Link: https://www.invencion.com/off-kilter Story #2a Title: iOS 18: What do the new AI features mean for Email Marketing? Source: DeployTeq Link: https://deployteq.com/ios-18-what-do-the-new-ai-features-mean-for-email-marketing/ Story #2b Title: iOS 18: Apple Visual Intelligence – search using your iPhone camera Source: Search Engine Land Link: https://searchengineland.com/apple-visual-intelligence-search-using-your-iphone-camera-446419 Story #3 Title: Brand Has ‘Never Been More Important in B2B Marketing’, research reveals Source: Marketing Week Link: https://www.marketingweek.com/brand-more-important-b2b/ Story #4 Title: Nike: Google loses appeal against EU’s $2.7B Shopping antitrust case, as bloc also wins $15B Apple state aid appeal Source: Masimo Guanaco on LinkedIn Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf Marketing Moment: Dr. Pepper Just Took over Pepsi: Could Coca-Cola be Next? Source: Andrew Tindall in The Drum Link: https://www.thedrum.com/opinion/2024/09/02/dr-pepper-just-overtook-pepsi-could-coca-cola-be-next The Background: Coke, Pepsi, and Dr. Pepper once dominated the U.S. soda market, but by the end of 2023, Pepsi and Dr. Pepper were tied with an 8.3% market share. Dr. Pepper's success is due to both its own strategy and Pepsi's failures. Case #1 - Branding & Rebranding: While Coca-Cola maintained a consistent brand identity, Pepsi underwent multiple major redesigns. Dr. Pepper, launched in 1885, kept its unique positioning, benefiting from a distinct brand and flavor profile. The brand leveraged its unique classification as a "Pepper Soda" to expand its distribution network. The Cola Wars: Pepsi focused on taste tests and high-profile campaigns, including controversial ads, while the overall market saw a shift towards bottled water and diverse flavors. Pepsi emphasized zero sugar and snacks. Dr. Pepper’s Strategy: Unlike its competitors, Dr. Pepper avoided the "Cola Wars" and focused on its distinctiveness, committing to an eSOV (excess share of voice) strategy and consistently improving ad quality. As Gen Z becomes the key demographic, Dr. Pepper continues to focus on its 139-year-old positioning as a unique blend of 23 flavors while adapting its creative approach to resonate with younger consumers. We Play Different - The North Face Link: https://www.youtube.com/watch?v=-7qHeUak1RU&list=TLGGQEylHYKkXDwxMDA5MjAyNA&t=18s Agency: B-Reel The North Face aimed to reconnect with its core audience across fashion and outdoor sports while appealing to a younger demographic unfamiliar with its heritage. Campaign narrative and execution The campaign, "We Always Have Your Back," utilizes storytelling and visual spectacle to bridge The North Face's legacy in extreme outdoor exploration with its contemporary status as a streetwear icon. Narrated by Alex Honnold, the campaign emphasizes unity and support in adventure.