Most people aren’t exactly eager to think about investing in products like life insurance, especially since it can bring up uncomfortable feelings about the future. This presents some pretty unique marketing challenges for companies that sell these types of products. So what can you do to connect with audiences and help them realize that getting life insurance is not as difficult or intimidating as it may seem? Joining us today to explore this topic is Keith Clark, Chief Marketing Officer (CMO) for Mutual of Omaha, a leading insurance and financial services company based in Omaha, Nebraska. We talk with Keith about the nuances of marketing life insurance, how life insurance personally impacted his life, and how his passion for helping families informs his work. Tuning in you’ll learn about the relaunch of Mutual of Omaha’s beloved show, Wild Kingdom, the company’s overall marketing strategy, its approach to digital media, how AI is changing the role of CMOs, and much more. Join us for a fascinating conversation with Keith Clark on what it means to market life insurance!

Key Points From This Episode:

• Get to know Keith Clark, Chief Marketing Officer (CMO) for Mutual of Omaha.
• An overview of Mutual of Omaha’s long history and its 115th birthday.
• Why the company decided to launch the wildlife television show, Wild Kingdom, back in 1963.
• How the show endeared watchers to the Mutual of Omaha brand.
• Relaunching Wild Kingdom and what they needed to consider in the adaptation process.
• An overview of Mutual of Omaha’s dynamic marketing strategy across distribution channels.
• Insight into the direct-to-consumer and direct mail aspects of their business.
• What Keith’s team does to increase brand awareness and assist salespeople.
• How life insurance impacted Keith’s life, personally, and the passion he feels for the product.
• Unpacking how AI and other technologies are changing the role of CMO.
• The biggest challenges for marketers in the digital era.
• Mutual of Omaha’s strategy for getting more sophisticated with their content development.
• Key marketing lessons Keith learned from working in publishing and at an agency.
• Keith’s advice for marketers aspiring to the role of CMO.
• Some of the exceptional marketers that Keith would love to see on the show.

Links Mentioned in Today’s Episode:

Keith Clark on LinkedIn 

Keith Clark on X

Mutual of Omaha

Mutual of Omaha Wild Kingdom Intro Theme

Mutual of Omaha’s Wild Kingdom

Clicks 2 Bricks 

Marketing Leaders Coffee Chat