Uncensored CMO How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming
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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.
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Position Marketing for Leadership
- Speak the language of business leaders, not marketers, to gain leadership support.
- Show marketing's value using business metrics like CTR, CAC, and lifetime value.
Complexity of B2B Buying Decisions
- Most B2B marketers misunderstand how complex buying decisions really are.
- Buying cycles often involve multiple decision-makers and extensive time, not just simple lead volume.
Prioritize Lead Quality and Readiness
- Focus on the quality and readiness of leads over sheer volume.
- Identify and target the entire buying group before passing leads to sales.