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

19 min read

WARC Exclusive, June 2023

Summary

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.
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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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See more in this series

How making a Promise to the Customer gives campaigns the edge
Roger Martin
CEO advisor

Promise to the Customer: The view from The B2B Institute at LinkedIn
Mimi Turner and Jann Schwarz
The B2B Institute at LinkedIn

Explaining the framework
David Tiltman, Roger Martin and Jann Schwarz
WARC and The B2B Institute at LinkedIn

Proving it works
David Tiltman, Mimi Turner and Paul Stringer
WARC and The B2B Institute at LinkedIn

Applying the model in real life
David Tiltman, Jason Carmel, Rachel Kerrone and Jess Lovell
WARC and The B2B Institute at LinkedIn

Where next for the research?
David Tiltman, Roger Martin, Jann Schwarz and Mimi Turner
WARC and The B2B Institute at LinkedIn

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