Episode 81

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

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

Resources:

2023 ResearchGate Article

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