Episode description
Episode description
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:
- [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
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