Colin Fleming is a returning guest, and the CMO of ServiceNow, a B2B company ripping up the B2B marketing playbook. It’s not the first time Colin has done this, having previously spent 13 years at Salesforce turning them into a brand to be reckoned with. In this episode I talk to Colin about their new brand campaign with Idris Elba, what the future of marketing with AI looks like and the biggest lessons a CMO can take from a former F1 racing driver.00:00 - Intro 01:36 - What is ServiceNow? 03:03 - How well is the marketing role understood at ServiceNow 04:26 - How to position marketing for leadership 05:38 - How are B2B buying decisions made 07:49 - Dealing with losing 50% lead volume 10:22 - How Colin is building the ServiceNow brand? 12:00 - ServiceNow’s use of distinctive assets 14:21 - ServiceNow’s ads with Idris Elba 17:07 - Understanding Agentic AI 19:47 - AI agents use cases 20:37 - Why we shouldn’t fear AI 23:10 - The risks of AI agents 24:12 - How to make AI agents work together 26:04 - What skills will CMOs need to win in the next 5-10 years? 27:20 - 5 things B2B marketers are wrong about 29:10 - How ServiceNow are using personalisation at scale 31:53 - Why the data is so important for AI 34:13 - How Colin went from F1 to CMO 35:04 - Lessons from being a racing driver to marketing 36:06 - ServiceNow’s partnership with Aston Martin 37:43 - Most surprising lesson for Colin since he left Salesforce

How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming