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.