Understanding Your Clients with FIS’ Chief Marketing and Communications Officer, Ellyn Raftery

Ellyn Raftery didn’t set out to be a marketer. In fact, her strongest desire was to pursue a career in design and fashion. But a conversation with a professor in college changed everything. Today, Ellyn serves as the Chief Marketing and Communications Officer for FIS, a company with an emphasis on advancing the way the world pays, banks and invests. Ellyn joined Marketing Trends to discuss a range of topics, including growth marketing, understanding your clients, and why the language you use is key.

Key Takeaways

• Adapt your language to the clients. If you’re working in a B2B setting, make sure the jargon you use matches the style of the conversation
• Growth data needs to be at the forefront for all CMOs. Have an experienced team that can dive into the data that can create opportunities for the organization
• Think through the lens of the client. Identify their needs, understand their pain points and then work to solve those issues

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