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
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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.
