How Salesforce built the world's most successful B2B brand - Colin Fleming
Oct 25, 2023
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Colin Fleming, former Red Bull Racing driver and VP of Brand Marketing at Salesforce, shares insights on their effective brand marketing strategies including Super Bowl ads, brand characters, and the creation of their own event Dreamforce. He also discusses the importance of investing in brand assets, their partnership with Matthew McConaughey, the significance of trust in messaging, and their collaboration with Formula One.
B2B marketers should adopt a strategic and creative approach, challenging the perception of less engaging B2B marketing.
Maintaining brand personality and developing unique assets contribute to building a strong connection with the audience in B2B marketing.
Understanding the B2B decision-making journey and prioritizing long-term brand building are essential for success in B2B marketing.
Deep dives
The Importance of B2B Marketing and Success in B2B
This podcast episode explores the significance of B2B marketing and how to achieve success in the B2B space. The guest, Colin Fleming, EVP for brand marketing at Salesforce, shares insights on B2B marketing strategies and the key factors that contribute to success. The discussion emphasizes the value of understanding the B2B buying journey and the importance of focusing on the initial consideration set of buyers. Colin also highlights the need for creativity and innovation in B2B marketing, challenging the perception that B2B marketing should be less engaging or entertaining than B2C marketing. Overall, the episode emphasizes the potential and importance of B2B marketing and encourages marketers to adopt a more strategic and creative approach.
The Journey of Salesforce in B2B Marketing
Colin Fleming shares his professional journey and how he transitioned from being a racing driver to heading up brand marketing at Salesforce. He discusses the evolution of the Salesforce brand and its growth from a scrappy startup to a global leader in software. Colin emphasizes the importance of maintaining the company's personality and spirit as it scaled, ensuring that the brand remained unique and true to its values. He also highlights the role of storytelling in marketing, mentioning the distinctive brand assets that Salesforce has developed, such as characters like Astro, and how these assets have contributed to building a strong connection with the audience. The episode showcases the journey and accomplishments of Salesforce in the B2B marketing space.
Challenging the Apologetic Perception of B2B Marketing
Colin Fleming challenges the common perception that B2B marketing is often regarded as second-class compared to B2C marketing. He asserts that B2B marketing should not apologize for its creative and innovative endeavors and that B2B marketers should strive to create engaging and impactful campaigns. He highlights the similarities between B2B and B2C purchasing behaviors, emphasizing that the same principles of trust, quality, and brand alignment apply in both contexts. Colin showcases Salesforce's approach in defying the traditional B2B marketing norms and pushing boundaries by creating thought-provoking campaigns, engaging storytelling, and challenging the status quo. The episode encourages B2B marketers to elevate their strategies and embrace the potential for creativity and impact in B2B marketing.
Understanding the B2B Decision-Making Journey
Colin Fleming discusses the importance of understanding the B2B decision-making journey and how it differs from the traditional marketing funnel. He shares research that highlights the significant influence of the initial consideration set in B2B purchasing decisions and challenges the common focus on the final touchpoint in the funnel. Colin emphasizes that B2B marketers should prioritize long-term brand building and winning the hearts and minds of potential customers early in the decision-making process. He discusses the value of brand awareness and the role it plays in establishing trust, credibility, and top-of-mind awareness. The episode underscores the need for B2B marketers to shift their focus beyond short-term conversion metrics and invest in building strong relationships and brand perceptions from the initial stages of the buyer's journey.
The Power of Distinctive Brand Assets in B2B Marketing
Colin Fleming highlights the importance of developing distinctive brand assets in B2B marketing. He shares the journey of Salesforce in creating unique brand elements, such as the Astro mascot and other characters, to differentiate the brand in a crowded market. Colin emphasizes the value of these assets in creating positive associations, making the brand stand out, and building a strong connection with the audience. He mentions the impact of distinctive assets in B2C marketing, citing the Geico Gecko as an example. The episode showcases the significance of unique brand assets in capturing attention, creating memorable experiences, and establishing a distinct brand identity in B2B marketing.
One thing we don't talk enough about on the Uncensored CMO is B2B. Specifically, B2B companies that are investing in their brand. One such company is Salesforce, who are a true force in the B2B tech world. I caught up with their EVP of Brand Marketing, Colin Fleming, a former Red Bull Racing driver, who gave us an insight into why their brand marketing has been so effective. From Super Bowl ads and partnering with Matthew McConaughey, to building recognisable brand characters and even creating their own huge event, Dreamforce.
00:00 - Intro 01:44 - Colin’s life as a racing driver 04:07 - From motorsport to marketing, what did Colin learn? 06:01 - The Salesforce journey 10:20 - The 95/5 rule in B2B 14:30 - The payback of investing in brand 15:27 - Investing in brand assets 19:31 - Why is a B2B company doing a Super Bowl ad? 21:26 - How Matthew McConaughey is involved in Salesforce 23:37 - Thoughts on AI 25:57 - Why Dreamforce is so big 32:28 - Why do people go to conferences 35:36 - Brand partnerships with Formula One 41:53 - Colin’s advice for marketers
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