Marketing leaders are facing constant new challenges. If you want to stay ahead of the curve, listen to Building Better CMOs, from the nonprofit thinktank MMA Global. It's a podcast about the future of marketing and how marketers can get smarter & stronger, hosted by MMA CEO Greg Stuart.
Greg interviews some of the wisest and most successful CMOs in the business, who share crucial insights about what their industry gets wrong, how to get to the C-Suite, and how to unlock the true power of marketing. You'll gain a deeper understanding of the evolving purpose of marketing leaders, and learn actionable strategies to overcome obstacles.
Produced by LightningPod.fm. For transcripts and more, visit bettercmos.com
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Marketing leaders are facing constant new challenges. If you want to stay ahead of the curve, listen to Building Better CMOs, from the nonprofit thinktank MMA Global. It's a podcast about the future of marketing and how marketers can get smarter & stronger, hosted by MMA CEO Greg Stuart.
Greg interviews some of the wisest and most successful CMOs in the business, who share crucial insights about what their industry gets wrong, how to get to the C-Suite, and how to unlock the true power of marketing. You'll gain a deeper understanding of the evolving purpose of marketing leaders, and learn actionable strategies to overcome obstacles.
Produced by LightningPod.fm. For transcripts and more, visit bettercmos.com
Michelle Barbeau, CRO of eHealth Insurance: Comfortable with Discomfort
Building Better CMOs and Marketing Leaders
1 hour 4 minutes
11 months ago
Michelle Barbeau, CRO of eHealth Insurance: Comfortable with Discomfort
Full transcript
Getting the right health insurance is serious business; it's the number one reason for bankruptcy in America, says eHealth Insurance CRO Michelle Barbeau. But when she joined eHealth — which helps consumers compare and select providers — she realized that scaring people into action was not a winning strategy.
"What we found was, it's all about transparency," says Michelle, who initially served as eHealth's CMO, and is now a CRO who also oversees marketing. "We had just never told the story. And so that's where our campaign was born. Our strategy was 'Your remarkably transparent advisor.'"
Today on Building Better CMOs, Michelle and MMA Global CEO Greg Stuart talk about her transition from CMO to CRO, the importance of stepping out of one's comfort zone, and the role of marketers as change agents. They also discuss brand-building from scratch, consumer research, and how unifying marketing efforts can lead to significant growth.
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Links:
Michelle's LinkedIn
Greg's LinkedIn
This episode was produced and edited by Eric Johnson from LightningPod.fm.
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Building Better CMOs and Marketing Leaders
Marketing leaders are facing constant new challenges. If you want to stay ahead of the curve, listen to Building Better CMOs, from the nonprofit thinktank MMA Global. It's a podcast about the future of marketing and how marketers can get smarter & stronger, hosted by MMA CEO Greg Stuart.
Greg interviews some of the wisest and most successful CMOs in the business, who share crucial insights about what their industry gets wrong, how to get to the C-Suite, and how to unlock the true power of marketing. You'll gain a deeper understanding of the evolving purpose of marketing leaders, and learn actionable strategies to overcome obstacles.
Produced by LightningPod.fm. For transcripts and more, visit bettercmos.com
