Making a Promise to the Customer: How to give campaigns a competitive edge

This report explores a new mental model for businesses – developed by The B2B Institute at LinkedIn and Roger Martin – that aligns product, marketing, sales, and customer experience within a holistic Promise to the Customer (PTTC) mindset.
  • A PTTC makes it easier to communicate the role of marketing in customer value creation, as opposed to words like ‘brand’ and ‘brand purpose’, which are less easily understood by those outside of marketing.
  • A clear, credible Promise to the Customer should be memorable and designed for a particular buying situation; it should be valuable by tapping into a fundamental customer need; and it should be deliverable in order to build confidence with customers.
  • PTTC campaigns are more effective than non-PTTC campaigns at all levels of Creative Commitment (budget, duration, number of channels used)....

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