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Innovative marketing in commercial insurance

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Veröffentlicht am


David May, CMO, AIG
Michael Lock, President, Hearsay Social
Elliott Bundy, Chief Communications & Marketing Officer, XL Group plc
Emily Friedman, Senior Research Consultant, LinkedIn

A distinguished panel of marketing experts will discuss groundbreaking new research on the rising influence of digital media in the commercial insurance industry. Understand the types of information, sources, and channels used to inform decision-making at key touch points in the commercial insurance buying process.

Veröffentlicht in: Marketing
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Innovative marketing in commercial insurance

  1. 1. Emily Friedman Senior Research Consultant LinkedIn Innovative Marketing in Commercial Insurance: How Rising Adoption of Digital and Social Resources Is Impacting Business
  2. 2. Elliott Bundy Chief Communications and Marketing Officer, XL Group Michael Lock President, Hearsay Social David May Chief Marketing Officer, AIG Panelists
  3. 3. 1 To what extent do agents, brokers and clients rely on digital and social resources for discovery, consideration and validation of information? 2 How does industry adoption of digital and social resources impact the traditional intermediary relationship model for agents and brokers? 3 What opportunities exist for producers to build their brand, deliver influential value, and drive key results through social networks? Questions to Answer
  4. 4. 76% 77% 82% 86% 88% 91% Online Insurance Trade Publications Professional Networks Insurance Carrier Domains Agents/Brokers Clients 27% 42% 30% 32% 59% 32% Agents, brokers & clients use select digital sources for discovery, consideration & validation of information Significant increases in digital reliance are expected over the next year Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn
  5. 5. Clients primarily turn to social networks for industry perspectives and to assess potential agents/brokers Stay up-to-date with company risks 45% 42% Identify prospective agents/brokers 47% 45% Check credentials of prospective agent/broker 56% 54% Commentary/perspectives on industry topics 61% 57% Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn Use at least 1 networkUse LinkedInTop use cases for social networks:
  6. 6. Beyond staying informed, agents & brokers leverage social networks for prospecting and engaging clients Identify prospects 59% 57% Due diligence on potential clients 62% 61% Stay up-to-date on companies / executives 78% 77% List my credentials and/or expertise 89% 89% Use at least 1 networkUse LinkedIn Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn Top use cases for social networks:
  7. 7. in Agents/brokers who prospect on LinkedIn have found a potential client through the network Clients who use LinkedIn to identify potential agents/brokers have been influenced to work with one in Commercial insurance professionals drive tangible results through strategic use of LinkedIn Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn
  8. 8. “LinkedIn is…instrumental in my ability to leverage my network to find the best carriers and brokers for my needs.” — Commercial insurance client DM on LinkedIn Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn
  9. 9. “LinkedIn has afforded the chance for warm introductions. I had a prospect that would have been a cold call, however, I discovered they were linked to two of my connections.” — Commercial insurance agent on LinkedIn Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn
  10. 10. 1 Rising reliance on digital & social resources for discovery, consideration & validation of information is transforming the commercial buying/selling process. 2 Clients are maintaining traditional intermediary relationships but will increasingly turn to social networks for supplementary insight & due diligence. 3 Agents and brokers have key opportunities to effectively drive results through prospecting and providing valuable perspectives on LinkedIn. What’s Next?
  11. 11. Elliott Bundy Chief Communications and Marketing Officer, XL Group Michael Lock President, Hearsay Social David May Chief Marketing Officer, AIG Panelists
  12. 12. Q&A

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