Classic Brand Marketing with Chelsea Sumrow, First American Title and Insurance CMO
Oct 8, 2024 ·
32m 42s
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Description
Marketing a 135-year-old B2B brand comes with unique challenges. How do you honor rich history while embracing modern trends? And how can marketing shift from a cost center to a...
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Marketing a 135-year-old B2B brand comes with unique challenges. How do you honor rich history while embracing modern trends? And how can marketing shift from a cost center to a revenue driver in a traditional B2B environment?
Chelsea Sumrow, CMO of First American Title and Insurance, joins Elena and Rob to tackle these questions head-on. She shares her strategy for transforming marketing at an established brand, balancing heritage with innovation, and proving marketing's value to the bottom line.
Topics covered:
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2023 ResearchGate Article: https://www.researchgate.net/publication/370741969_EXPRESS_The_Achilles_Heel_of_Established_Brands_The_Effect_of_Brand_Age_on_Consumers'_Brand_Choice
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
show less
Chelsea Sumrow, CMO of First American Title and Insurance, joins Elena and Rob to tackle these questions head-on. She shares her strategy for transforming marketing at an established brand, balancing heritage with innovation, and proving marketing's value to the bottom line.
Topics covered:
- [05:00] Starting with purpose, not logo redesigns
- [08:00] Building revenue attribution models in B2B
- [11:00] Breaking out of "rinse and repeat" marketing
- [13:00] Empowering teams to be good data storytellers
- [16:00] Connecting upper funnel activity to bottom line results
- [19:00] Using brand perception studies to drive strategy
- [22:00] Why Chelsea loses it over marketing dashboards
- [24:00] The value of moving from specialist to generalist roles
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2023 ResearchGate Article: https://www.researchgate.net/publication/370741969_EXPRESS_The_Achilles_Heel_of_Established_Brands_The_Effect_of_Brand_Age_on_Consumers'_Brand_Choice
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Information
| Author | Marketing Architects |
| Organization | Aiyanna |
| Website | - |
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