Classic Brand Marketing with Chelsea Sumrow, First American Title and Insurance CMO
Classic Brand Marketing with Chelsea Sumrow, First American Title and Insurance CMO  
Podcast: The Marketing Architects
Published On: Tue Oct 08 2024
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 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 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.