The line between B2B and B2C marketing is far smaller than many often believe, Salesforce’s Leandro Perez has told AANA x B&T’s Brand Masters podcast.
Perez, Salesforce’s SVP and CMO for Australia and New Zealand, should know. His leadership of Salesforce’s operations sees it combine the best of B2C with vast, bright and energetic events and activations with the deep expertise required for B2B marketing.
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“There are some elements of how you work internally that are slightly different,” Perez told the podcast, which is produced with help from MIK Made and Eardrum.
“But ultimately, we sell to businesses in which the decisions are made by humans. That’s ultimately what B2C is… But we in B2B have become much more like a B2C marketing team—we do brand awareness campaigns, I don’t know how many brands did a Mr Beast ad at the Super Bowl, we’ve got that. We’ve got Matthew McConaughey as one of our spokespeople… You see Salesforce everywhere at the F1.
“The slight difference is [that] we can interact directly with our customers and welcome them to an event where we’re educating and hosting them. Most B2C organisations do that through an intermediary. They all sell to Coles or Woolies or someone else that’s selling their products.
“If anything, I get the best of both worlds because I can still play with B2C tactics but I can get quite close to the customer… But ultimately good marketing is still good marketing and bad marketing is still bad marketing.”
During the sprawling chat, Perez would tell hosts Tom Fogden and Nicolette Briscoe about the ways Salesforce is pioneering agentic marketing and the skills marketing leaders need to be on the lookout for as the market evolves.
