Uncensored CMO
How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming
May 7, 2025
Colin Fleming, CMO of ServiceNow and former racing driver, shares insights on reinventing B2B marketing. He discusses the power of humor in advertising and the innovative campaign featuring Idris Elba. Colin dives into the future of AI in marketing, emphasizing its potential to enhance creativity while also addressing risks. He reflects on how his racing background influences his marketing strategies and the importance of aligning data and personalization. Finally, he touches on ServiceNow's collaboration with Aston Martin and how technology is reshaping branding in the industry.
41:07
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Quick takeaways
- Colin Fleming emphasizes that B2B marketing should shift from a product-focused approach to a brand-centric strategy aligned with company performance metrics.
- The integration of AI in marketing requires balancing automation with human oversight to maintain quality and improve lead conversion rates.
Deep dives
Transition to ServiceNow: Embracing New Challenges
Colin Fleming shares his journey from being the Chief Brand Officer at Salesforce to becoming the CMO of ServiceNow, highlighting the challenges and excitement of navigating a new organization. Emphasizing the daunting nature of a significant career shift, he reflects on the learning curve associated with new products, personnel, and market demands. Fleming notes that ServiceNow, described as the AI platform for business transformation, is deeply embedded in various departments like IT, HR, and customer service, aiming to streamline operations across numerous applications. His goal as CMO is to enhance the brand's visibility and understanding among target audiences, ensuring that the company's innovative offerings reach a broader market.
