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.
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Timestamps:
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