Ellyn Raftery didn’t set out to be a marketer. In fact, her strongest desire was to pursue a career in design and fashion. But a conversation with a professor in college changed everything. Today, Ellyn serves as the Chief Marketing and Communications Officer for FIS, a company with an emphasis on advancing the way the world pays, banks and invests. Ellyn joined Marketing Trends to discuss a range of topics, including growth marketing, understanding your clients, and why the language you use is key. Key Takeaways   Adapt your language to the clients. If you’re working in a B2B setting, make sure the jargon you use matches the style of the conversation Growth data needs to be at the forefront for all CMOs. Have an experienced team that can dive into the data that can create opportunities for the organization Think through the lens of the client. Identify their needs, understand their pain points and then work to solve those issues   --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.