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
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Resources:
2023 ResearchGate Article: www.researchga...
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