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4 weeks ago ServiceNow CMO Colin Fleming Makes A Case For Doing Less, Exceptionally
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ServiceNow CMO Colin Fleming Makes A Case For Doing Less, Exceptionally
Forbes
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In this episode, Colin and I talk about why he drove a strategic shift from product-led marketing to brand-led, the end of the funnel, what all marketing—and buying—has in common, and how simplicity can help anchor marketing in times of great complexity.
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:00 - Introduction: Why We Shifted from Product-Led to Brand-Led Growth
1:52 - How to Convince a Skeptical CFO of Your Brand's Value
5:21 - Using 'Inconvenient Truths' to Drive Long-Term Strategy
8:12 - Orchestrating Short-Term Wins and Long-Term Brand Building
10:29 - Why We Cut Lead Generation by 50% (And It Worked)
13:21 - The B2B Marketing Funnel is Dead. Here's What We Do Instead.
15:44 - What B2C Can Learn from B2B (and Vice Versa)
18:25 - Why Has B2B Marketing Traditionally Been So Bad?
21:04 - 'Project Marie Kondo': How We Cut 200 Campaigns Down to 6
24:50 - Finding Your DNA: How to Create Differentiated Work
27:32 - Lessons from a Former Race Car Driver
30:57 - Why You Have to Embrace Strategic Risk
33:17 - When AI Does the Work, Brand IS the Work
36:31 - How to Build Brand Trust in a Trustless World
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