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 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.