Manage Up to Scale Up: Making the MarTech Business Case

•

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Seth Lieberman, CEO at SnapApp, teaches us how to scale our marketing efforts. He goes through the steps of assessing how to scale and building a business case.

Business

@Snap_App
@sethwlieberman
Manage
Up
to
Scale
Up:
Making
the
MarTech Business
Case

Seth
Lieberman
@sethwlieberman
Uberflip Experience
2016
me

@Snap_App
@sethwlieberman
Source:
Evolution
Partners
SCALING
IS
HARD:

WHERE
ARE
YOU?

@Snap_App
@sethwlieberman
1. Does
it
drive
a
business

outcome?

2. Do
you
have
the
people
and

process
in
place
to
support
it?

HOW
TO
SCALE
YOUR
MARKETING

@Snap_App
@sethwlieberman
START
WITH
THE
PROBLEM
• “How
can
we
get
our
email
database
to
respond?”

• “How
can
we
improve
website
engagement?”
• “Can
our
existing
tools
do
more?”

@Snap_App
@sethwlieberman
HOW
DOES
IT
FIT
WHAT
I
HAVE?

@Snap_App
@sethwlieberman
HOW
TO
PILOT:
PROJECTING
ROI
• Roll-‐out
plan
• KPI:
Engagement
(Responses)
• KPI:
First
Time
Appointments

(FTAs)
• ROI
in
terms
of
closed/won

opportunities

@Snap_App
@sethwlieberman
SUCCESS
IN
100
DAYS
• Purchased
January
1
• First
content
live
Feb.
5
• Revenue
attributed
over

time
• 9
experiences
live
in
100

days 23%contributed
revenue

@Snap_App
@sethwlieberman
SELLING
UP:
THE
INTERNAL
CASE
STUDY

@Snap_App
@sethwlieberman
1. Identify
wasted
money
or
time
in
the
status
quo

2. Justify
in
terms
of
your
existing
programs,
people,
processes

3. Forecast
outcomes
in
terms
your
manager
cares
about
4. Pilot in
an
agreed-‐upon
timeframe
5. Report
against
agreed
KPIs

5
STEPS
TO
BUILD
A
BUSINESS
CASE

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Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

Insurers' journeys to build a mastery in the IoT usage

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Manage Up to Scale Up: Making the MarTech Business Case

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