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Winning through an industry lens with ABM [podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Chuck Johnston, CMO at FINEOS. Chuck interestingly did not originally know that he was going to be a marketer. He moved into marketing by being an insurance industry expert and on today’s episode we discuss the different pathways to becoming a marketer--by being an expert that learns marketing or a marketer that learns industry--- and when it makes sense to hire people that fit these profiles. We also discuss in depth the rise of ABM marketing, something FINEOS uses as a cornerstone of their marketing strategy as a way to ensure they are maintaining client relationships and delivering personalized content strategies. 

Key takeaways from this episode:

  • There is more than one entry point into the world of marketing. Many people enter this world by being industry experts wanting to explore new realms of business. Sometimes these people can be even more valuable than seasoned marketers.
  • Content by itself isn’t enough; it’s about understanding the journey your customers are on and meeting them there. The right content to the right buyer at the right time is a core pillar of any ABM strategy
  • Good ABM is about relationships and personalization: knowing your customers, understanding them and maintaining a personal touch.

Check out this and other episodes of The Marketer’s Journey on Apple PodcastsSpotifyStitcher, and Google Play

About the Author

After 5 years as our CMO, I moved to focus on engaging with our community. This could be a customer or someone just dipping their toes into Content Experience. I am here to guide you, but more likely learn from you and share it back. As Chief Evangelist, I want to bridge your stories so we create a better content experience and in turn customer experience (CX). The term “evangelism” actually comes from Greek history and the three words of 'bringing good news'. This is my goal - to bring good news to you every day. It could be a customer story you could learn from or a simple upbeat thought to get you out of a rut.

Profile Photo of Randy Frisch