Uncensored CMO
AI agents - personalisation, productivity & performance with Adobe, ServiceNow and IBM
Mar 31, 2025
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.
35:45
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Quick takeaways
- B2B marketing must prioritize long-term relationships and genuine understanding of buyer behavior over traditional lead generation tactics.
- The integration of AI in marketing processes is enhancing creativity and productivity by automating routine tasks, allowing marketers to focus on innovation.
Deep dives
Transforming B2B Marketing Perspectives
B2B marketing is undergoing a significant transformation, emphasizing the need to reset traditional approaches. Focusing on long-term relationships rather than short-term lead generation is crucial, as many marketers often confuse marketing performance with organizational structures. The importance of understanding human buyer behavior, separate from rigid attribution models and internal metrics, is highlighted as essential for effective marketing. Additionally, B2B marketers are encouraged to embrace creativity and cultural relevance, recognizing that boredom does not accompany the businesses they represent.
