Episode Details

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
 

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