Soul & Science: Fast Forward Your Marketing Mind #87: B2B Marketing Shouldn’t Be Boring | Jim Lesser, Chief Brand Officer at ServiceNow
May 12, 2025
37:09
Just because it’s B2B doesn’t mean it has to be boring.
This week on Soul & Science, Jason sits down with Jim Lesser, Chief Brand Officer at ServiceNow, the enterprise platform helping organizations simplify workflows and put AI to work across their business.
Before stepping into the world of B2B tech, Jim led award-winning campaigns as CEO and Executive Creative Director at BBDO San Francisco, including the well-known "Imagine the Possibilities" campaign for Barbie. He shares how creative thinking, operational reinvention, and a people-first approach have shaped his leadership path.
Jim talks about what it really takes to build an emotional connection in B2B marketing, why “marketing the marketing” matters more than ever, and how making yourself useful can unlock the next opportunity in your career.
What’s Inside:
✅ Lessons from Jim’s rise from agency receptionist to CEO to Chief Brand Officer
✅ Why managing creatives is harder, and maybe more valuable, than mastering spreadsheets
✅ How ServiceNow is building a more human, recognizable brand in the B2B space
✅ The thinking behind ServiceNow University and the company’s growing community of users
Memorable Moments:
💡 “Make yourself useful, and your next opportunity will find you.”
💡 “Cool sh*t with cool people. That’s the billboard.”
💡 “If the product is innovative, the marketing should be too.”
Brought to you by Mekanism.
This week on Soul & Science, Jason sits down with Jim Lesser, Chief Brand Officer at ServiceNow, the enterprise platform helping organizations simplify workflows and put AI to work across their business.
Before stepping into the world of B2B tech, Jim led award-winning campaigns as CEO and Executive Creative Director at BBDO San Francisco, including the well-known "Imagine the Possibilities" campaign for Barbie. He shares how creative thinking, operational reinvention, and a people-first approach have shaped his leadership path.
Jim talks about what it really takes to build an emotional connection in B2B marketing, why “marketing the marketing” matters more than ever, and how making yourself useful can unlock the next opportunity in your career.
What’s Inside:
✅ Lessons from Jim’s rise from agency receptionist to CEO to Chief Brand Officer
✅ Why managing creatives is harder, and maybe more valuable, than mastering spreadsheets
✅ How ServiceNow is building a more human, recognizable brand in the B2B space
✅ The thinking behind ServiceNow University and the company’s growing community of users
Memorable Moments:
💡 “Make yourself useful, and your next opportunity will find you.”
💡 “Cool sh*t with cool people. That’s the billboard.”
💡 “If the product is innovative, the marketing should be too.”
Brought to you by Mekanism.