How Salesforce built the world's most successful B2B brand - Colin Fleming
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.Links:Follow ColinFollow Jon Salesforce Example ad with Matthew McConaugheyTimestamps:00:00 - Intro01:44 - Colin’s life as a racing driver04:07 - From motorsport to marketing, what did Colin learn?06:01 - The Salesforce journey10:20 - The 95/5 rule in B2B14:30 - The payback of investing in brand15:27 - Investing in brand assets19:31 - Why is a B2B company doing a Super Bowl ad?21:26 - How Matthew McConaughey is involved in Salesforce23:37 - Thoughts on AI25:57 - Why Dreamforce is so big32:28 - Why do people go to conferences35:36 - Brand partnerships with Formula One41:53 - Colin’s advice for marketers