This document discusses engagement marketing for insurance agent and distribution channels. It begins with key trends in insurance channels like customers wanting multiple convenient options. There are opportunities to better engage and empower channels through the lifecycle with tools, education, and marketing automation. Expected outcomes of engagement marketing include improved recruitment, a more digitally savvy channel, common customer insights, and increased onboarding, servicing and cross-selling through coordinated marketing across the channel.

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Engagement
marketingfor
agent/distribution
channels

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Agenda
1. KeytrendsinInsurancechannels
2. Areasofopportunity
3. Whatisengagement marketingforchannels?
4. Howdoesengagementmarketingempower
channels?
5. Expectedoutcomesforinsurers

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KeytrendsinInsurance
distributionchannels

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Yourcustomerswanttousechannels
Source: Bain Consumer Survey 2012
Customers want to
be able to use the
channel convenient
to the moment,
whether that’s a
website, call center
or a video chat with
a broker

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Customersvalueconsistentexperience

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Revenuebydistributionchannels

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Revenuebydistributionchannels

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Producers’interestinspecificdigitalfeatures
Source: LIMRA research

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Producers’interestinspecificdigitalfeatures

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Areasof
Opportunity

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Insurancestakeholder requirements
Eachstakeholderintheinsurancecycleneedsaspecificmedium
Customer Agent/ Broker Bank
REQUIREMENTVALUEPROPS
 Awareness
 Enablement/
Empowerment
 Assistance
 Reviews
 Education
 Transaction/
eApplications
 Enablement
 Presentations
 Enablement
 Education/Training
 Cross-Selling
 Calculations
 Reporting
o SEO
o Demand Generation
o Customer Portal
o Quote
o Bind
o Claims
o Social Strategy
o Responsive Design
Agent and Broker Portals
o Training/tools
o Product Quotes
o Sales and Marketing Tools
o Commissions
o Client information
o Online applications
o Mobile/ Tablet Responsive
o Customer on-boarding/servicing
Bank Portal
o Training/tools
o Online applications
o Sales and Marketing Tools
o Reporting
o Mobile applications
o Customer on-
boarding/servicing

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Reachingtheendcustomer:Channels
Thesalesanddistributionlandscapeininsuranceincludesinternalsalesteamsand
externalchannelsandeachofthesehasmultipleengagementtouchpoints
Telesales
Internal
Account
Executives
Email, phone
Email, mobile,
phone,
appointments
Email, mobile,
phone,
appointments
Field
Sales/Sales
Agents
Agents/Advis
ors
External
Banks
Web, mobile,
social, Email,
phone,
appointments
Web, mobile,
social, Email,
phone,
appointments
Web, mobile,
social, Email,
phone,
appointments
Brokers
Marketing, Sales and Distribution (B2C and B2B)
End customer (B2C and B2B)
Search Attract Acquire Service Retain
Up/cross
sell
Loyalty/
Referral
Marketing
Search,
email, events,
webinars,
ATL/BTL

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Whatis
Engagement
Marketingfor
channels?

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ChallengesinChannelEngagement
 Lackofengagement:Lackofadequatequalityengagementtouch-points
betweencarrierswiththeirbestcustomers,prospects,andproducers
 Lackofalignment:LackofalignmentbetweenMarketingandSalesteams
onfollow-upwithprospectsandtrackingofresultsforvarioussalesevents
 Lackofcrosssell:ProductManagersareunabletocrossselltoexisting
customersduetolackofvisibilityintocustomerdata andlackofcrosssell
campaigns
 UnderservedAccounts:35%ofproducersfeelthetheirrelationship
managersdonotcontactthemenough
Severalchallengesareimpedingcarriers’marketingandchannel
initiatives
Source: LIMRA

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Acrossthelifecycle,anengagementmarketingstrategycanimprove
retentionandproducereffectiveness
•Transaction alerts and updates
•Policy reminders
•CRM email automation
•Allowing producers to run
campaigns based on templates
•Newsletters
•Automated education
campaigns
•Surveys
•Webinars
•Integration with offline events
•Acquisition campaigns
•Trigger based multi-touch On-
boarding process
•Orientation email campaign
•Analytics
Recruiting Educating
EmpoweringEnabling •Demand gen/acquisition
•Product updates
•Reminders/Alerts
•Surveys, polls, events, webinars
•Tools and calculators
•Integration with website/CMS,
CRM, customer portal
•Preference management
Channel Engagement andEmpowerment

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Engagementmarketing: Keycomponents
Engagementstraddlesmultipletouchpoints
 ThoughtLeadership:Personalizedandtailoredmarketingcontenttargeted
tocreatemindshare/recallwithendcustomersatdifferentlifestagesand
withdifferentneeds.
 Recruitment: Effectiverecruitmentprogramscanhelpbuildahealthy
channel.
 Education: Trainingandeducationwillhelpcreatestrongselling
fundamentals.
 Enablement: Productcollateral,thoughtleadershipcontent,salestactics,
sellingtoolsandothercontentassetsarekey.
 Empowerment: Helpingyourchannelengageeffectivelywiththeend
customerthroughtheentirebuyinglifecyclewilldrivesales.
Engagementmarketinghassomekeycomponents—directtoend
customer,insurertochannelandchanneltoendcustomer

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ChannelEngagement andEmpowerment
 Improverecruitment:Improveacquisitionandrecruitmentprocess
 Improveengagement:Multipleon-goingmanualandautomatedtouch-pointsensure
thattheproducerisengaged
 Personalizecommunication:Throughpreferencemanagementandsegmented
marketing,communicationcanbemademorerelevant
 Improveproduction:Knowwhichofyouragentsaresellingyourproduct–nurtureyour
bestagentswithspecificbestpracticecampaignsandimproveproductionofothers
throughproductionimprovementcampaigns
 Improveefficiencies:Automationcanprovideupto10Xefficiencies.Further,campaigns
canberolled-outfaster
 Service: Serviceproducersbysendingautomatedalerts,CRMnotificationandreminders
 Comply: Drivecompliancethroughaudittrailsandreminders
Channelscancontributemorerevenuethroughappropriateengagement

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Howdoes
Engagement
Marketingempower
channels?

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ExternalChannels:TheLifecycle
Theproducerlifecycleneedstobeenabledatkeystages
Producerlifecycle
Enablement
Promotion
anddelivery
Email,Web
Recruitment
Promotion
anddelivery
Email,Web,
physical
Lead
generation
and
qualification
Email,
phone,Web,
Social
Education

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Empoweringchannels: MarketingAutomation
Marketingautomationplatformisyourdeliverytool
 ThinkObjectives:Customeracquisition,agentrecruitmentordistribution
channelrevenue–itisthebusinessobjectivethatdrivestheneedfor
automation.
 ThinkStrategy:Howwillyougetthebestchannelpartnersandhowwilltheybe
abletoselleffectivelytoendcustomers?
 ThinkPrograms:Everystrategyshouldleadtoaprogramwithalogical
outcomethroughyourautomationplatform.
 Don’tthinkonlyemails:Yourplatformdeliversemailsbutemailsaretiedto
marketingandrevenueobjectives.
 MarketingAutomation:Whenyouusethetooltomarkettoyourchanneland
endcustomeracrosstheirlifecycles,youachievetrueautomation.
Ourapproachtomarketingautomationisbasedonstrategicobjectives

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Expectedoutcomes

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Expectedoutcomes: EngagementMarketing
Thevalueofengagementmarketing
 Recruitment/Education:Automatededucationprogramsandtoolsforyour
channelsalldeliveredthroughmappedemailprograms
 Digitaltechnology:Gettingyourchanneluptospeedonthedigitaltechnologyand
marketingautomationyouwantthemtouseforendcustomers
 Commoninsight:Usingasinglemarketingautomationplatformwiredintoyour
CRMcandelivercommoninvaluablecustomerinsightacrossyourchannelthereby
drivingpersonalized,realtimemarketing/content/communication.
 YouandyourchannelasONE:Yourplatformandyourchannel’smarketing
platformscanfunctionasONEengine.
 On-boarding/servicing/crosssell:Marketingautomationdoesnotjustacquirebut
alsoservicesandcrosssellstocustomersacrossyourchannel.
Ifstrategizedonandrolledoutsuccessfully,engagementmarketingfor
channelscandirectlyimpactrevenue

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