Classic Brand Marketing with Chelsea Sumrow, First American Title and Insurance CMO

Oct 8, 2024 · 32m 42s

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...

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:

[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

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Author	Marketing Architects
Organization	Aiyanna
Website	-
Tags	#b2b #brand #brandstrategy #business #data #effectiveness #leadership #marketer #marketing #revenue #tradition