Colin Fleming, CMO of ServiceNow, delves into the intricacies of B2B marketing and the transformative impact of AI. Billy Seabrook, Global Chief Design Officer at IBM, shares insights on AI's evolution and its dual role as a tool for creativity and productivity in campaigns. Stacy Martinet from Adobe emphasizes the importance of agentic AI in enhancing marketing effectiveness and future-proofing strategies. Together, they explore how AI technology personalizes customer experiences, dispels myths about marketing, and fosters a culture of experimentation and learning.
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insights INSIGHT
Rethinking B2B Marketing Metrics
B2B marketing often mistakenly over-relies on short attribution windows that don't match long buying cycles.
B2B marketing should focus more on reducing friction and marketing for impact, not just credit.
volunteer_activism ADVICE
Embrace AI With Curiosity
Invoke curiosity and constantly ask how AI can be applied to your daily work in marketing.
Don't fear AI's imperfections; those who experiment with it will gain the most advantage.
question_answer ANECDOTE
IBM's Successful AI-Driven Campaign
IBM used Adobe Firefly to create hundreds of golf-themed campaign assets for the Masters Tournament.
The campaign became IBM's best performing ever, with 26 times engagement, thanks to personalized content.
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Live from Adobe Summit in Las Vegas, in this bonus triple header, Jon speaks with Colin Fleming (ServiceNow), Stacy Martinet (Adobe) and Billy Seabrook (IBM) about the hot topic in marketing today, AI, and what a new wave of agentic AI technology means for marketers.
Timestamps
00:00 - Intro 00:51 - Part 1: Colin Fleming 01:51 - The things people don’t understand about B2B marketing 03:32 - How AI is having an impact on marketing 05:29 - ServiceNow’s relationship with Adobe 06:21 - Advice to marketers to stay on cutting edge of AI 08:47 - Part 2: Billy Seabrook IBM 09:17 - Where are we on this AI journey 11:31 - Principles of an effective campaign using AI 13:02 - How effective has AI been for IBM 18:16 - What’s next when AI at scale becomes the norm? 21:08 - AI: a threat or an opportunity? 22:06 - Part 3: Stacy Martinet 22:33 - Stacy’s role at Adobe 23:18 - What makes great marketing for marketers? 24:12 - Communicating all the changes in marketing (specifically with AI) 25:15 - What is Agentic AI and what are it’s use cases? 28:27 - How technology is used to enhance creativity 30:31 - Tips on how to utilize agentic AI 31:43 - How to future proof our marketing 32:48 - What goes into creating an event like Adobe Summit
00:00 - Intro 00:51 - Part 1: Colin Fleming 01:51 - The things people don’t understand about B2B marketing 03:32 - How AI is having an impact on marketing 05:29 - ServiceNow’s relationship with Adobe 06:21 - Advice to marketers to stay on cutting edge of AI 08:47 - Part 2: Billy Seabrook IBM 09:17 - Where are we on this AI journey 11:31 - Principles of an effective campaign using AI 13:02 - How effective has AI been for IBM 18:16 - What’s next when AI at scale becomes the norm? 21:08 - AI: a threat or an opportunity? 22:06 - Part 3: Stacy Martinet 22:33 - Stacy’s role at Adobe 23:18 - What makes great marketing for marketers? 24:12 - Communicating all the changes in marketing (specifically with AI) 25:15 - What is Agentic AI and what are it’s use cases? 28:27 - How technology is used to enhance creativity 30:31 - Tips on how to utilize agentic AI 31:43 - How to future proof our marketing 32:48 - What goes into creating an event like Adobe Summit
Uncensored CMO