Episode 45
Revolutionizing B2B Marketing with Salesforce’s Colin Fleming
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
Resources:
2023 BrandFinance Report
Today's Hosts
![Elena Hengel image](/images/PodcastHost-ElenaHengel.png)
Elena Hengel
VP of Marketing
![Rob DeMars image](/images/PodcastHost-RobDemars.png)
Rob DeMars
Chief Product Architect
![Angela Voss image](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
![Colin Fleming image](/images/PodcastHost-ColinFleming.png)
Colin Fleming
EVP Global Marketing at Salesforce
Episode 45
Revolutionizing B2B Marketing with Salesforce’s Colin Fleming
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.
![Revolutionizing B2B Marketing with Salesforce’s Colin Fleming Revolutionizing B2B Marketing with Salesforce’s Colin Fleming](/images/podcast-TMA-coverart.png)
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
Resources:
2023 BrandFinance Report
Today's Hosts
![](/images/PodcastHost-ElenaHengel.png)
Elena Hengel
VP of Marketing
![](/images/PodcastHost-RobDemars.png)
Rob DeMars
Chief Product Architect
![](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
![](/images/PodcastHost-ColinFleming.png)
Colin Fleming
EVP Global Marketing at Salesforce
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