The Marketing Architects Revolutionizing B2B Marketing with Salesforce’s Colin Fleming
Jan 30, 2024
37:27
B2B marketing is behind. Research by BrandFinance shows the top 100 B2B brands have $1 trillion in untapped brand potential... It might just be time for a B2B marketing revolution.
This week, Elena, Angela, and Rob are joined by Colin Fleming, EVP Global Marketing at Salesforce. Colin leads a team of more than 600 marketers building Salesforce’s brand and customer base. In this episode, he shares how Salesforce identified the need to lean into brand-building, how to balance brand and performance objectives, and why B2B marketers need to spend more time thinking about the humans on the other end of their work.
Topics covered:
To learn more, visit marketingarchitects.com/podcast.
Resources:
2023 BrandFinance Report: https://static.brandirectory.com/reports/brand-finance-global-b2b-brands-index-2023-full-report.pdf
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
This week, Elena, Angela, and Rob are joined by Colin Fleming, EVP Global Marketing at Salesforce. Colin leads a team of more than 600 marketers building Salesforce’s brand and customer base. In this episode, he shares how Salesforce identified the need to lean into brand-building, how to balance brand and performance objectives, and why B2B marketers need to spend more time thinking about the humans on the other end of their work.
Topics covered:
- [02:00] MarketingWeek on why B2B brands are behind
- [03:30] Colin’s experience as a F1 racecar driver
- [08:30] Brand marketing for Salesforce
- [11:15] Marketing effectiveness for B2B
- [14:30] Treating B2B like B2C marketing
- [21:00] Thinking about category entry points (CEPs)
- [24:00] How Salesforce’s forest characters came to life
- [33:00] Using TV’s broad reach for business growth
To learn more, visit marketingarchitects.com/podcast.
Resources:
2023 BrandFinance Report: https://static.brandirectory.com/reports/brand-finance-global-b2b-brands-index-2023-full-report.pdf
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.