Join us to learn 6 key insights and best practices to help insurers better engage with their customers.

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eDynamic, Wednesday, May 21, 2014
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SecrettoEffective
ConnectiononDigital
InsightsforInsurance
Marketers

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eDynamic, Wednesday, May 21, 2014
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GREENFIELD OPPORTUNITY
FOR MARKETERS
KEY INSIGHTS
HOW MATURE IS YOUR DIGITAL
MARKETING?
4 THE WAY AHEAD

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DidYouKnow?
Retail/B2C
1. Increase of 50% in quote performance can
lead directly to a 15% improvement in
conversion,from13%to15%ofconsumers
entering the quote process [Source : Forrester
Research]
2. 68% of customers who had a positive
experiencesaythey“definitelywill”returnto
thewebsite,comparedwith21%percentof
those who had a negative experience.
[Source : JD Power Rankings]
3. Requesting a quote and finding policy
information are the two most difficult tasks
among online insurance buyers [Source : JD
Power Rankings]
Commercial/B2B
1. Roughly85%brokers/producersin
2013 agree that they are more
willing to place business with
carriers that offer useful websites,
similar to producer sentiments
found in prior years. [Source : LOMA
and LIMRA]
2. More than 70% brokers in 2013
agree that they need personalized
engagement and thought
leadership enablement to drive
higher premium renewals. [Source:
Forrester Research]

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TheMarketer’sperspective
WEB MOBILE EMAIL SOCIAL
Cross-channel Engagement
YOUR FIRM: WEB
EXPERIENCE
YOUR FIRM:
MOBILE
EXPERIENCE
YOUR FIRM:
EMAIL
EXPERIENCE
YOUR FIRM:
SOCIAL
EXPERIENCE

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YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE
TheCustomer’sperspective
COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME
Device: TabletDevice: DesktopDevice: PhoneDevice: TabletDevice: Tablet
Channel: WebChannel: EmailChannel: TwitterChannel: WebChannel: Email

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78%
78 PERCENT OF MARKETERS
INTERVIEWED BY FORRESTER
BELIEVE THAT CROSS-CHANNEL
MARKETING IS “IMPORTANT” OR
“VERY IMPORTANT” TO THEIR
BUSINESS.
Forrester, 2012

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54%
54% OF MARKETERS WHO HAVE
IMPLEMENTED WEB
PERSONALIZATION GENERATED
POSITIVE ROI WITHIN MONTHS OF
IMPLEMENTATION
Neolane Survey, 2013

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69%
69 PERCENT OF SENIOR
MARKETERS BELIEVE THAT
WEBSITE PERSONALIZATION
IMPROVES CLIENT CONVERSION.
eMarketer, 2011

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72%
72% OF MARKETERS SEE THE
IMPORTANCE OF ONLINE
PERSONALIZATION BUT DON’T
KNOW HOW TO INCORPORATE IT.
eConsultancy, Realities of Online Personalization, 2013

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PERSONALIZATION—MARKETERSAREDOINGALOTOFITNOW
PERSONALIZATION IS BEING TAKEN
FROM ANY OR ALL OF THE
FOLLOWING SOURCES OF INSIGHT
1. Users' profiles and preferences:
everything they’ve told you
about themselves (if you
already know them).
2. Customers' history with you:
using intelligence from what
they’ve done on your site, in
your community, in response
to your emails, etc.
4. How they found you: the search
terms that delivered them, or a
tagged campaign URL that
they clicked on.
5. Their immediate behaviors: what
they’re doing in the current
session (clickstreams, site
searches, etc.).
6. Customer life stage: leveraging
insight - a new prospect
reading up on you, a
past/inactive customer or an
existing customer looking to do
more with you, a wholesale
broker or retailer that’s
considering placing more
business with you.

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RIGHTMESSAGE
RIGHTTIME
RIGHTDEVICE

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SIMPLE EXAMPLES
LOCATION BASED
PERSONALIZATION THAT
MAKES SENSE
CLIENT-DRIVEN PRACTICE
PAGES—SPECIFIC TO LOCATION
AND INDUSTRY

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SIMPLE EXAMPLES
DEVICE BASED PERSONALIZATION
THAT PROVIDES BETTER
EXPERIENCES
Web Version Tablet Version Mobile Version

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MARKETERS ARE MOVING DOWN THE RIGHT PATH
 Returning customers are bring treated like returning customers. Even the
smallest acknowledgement that you know who they are goes a long
way.
 Geography is providing a simple start to targeting. One hotel chain
improved bookings by serving up different offers to visitors from
different countries.
 For B2B (business to business) firms, starting with vertical industry
targeting is a no-brainer. Marketers are using IP-lookup plug-ins (e.g.
DemandBase) to find out customer/prospect whereabouts and
personalizing, in real time.
STARTINGSMALLANDGROWINGBIG

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GREENFIELD OPPORTUNITY
FOR MARKETERS
KEY INSIGHTS
HOW MATURE IS YOUR DIGITAL
MARKETING?
THE WAY AHEAD

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Insight-
Digitalhaschangedthe
game

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Digitalhaschangedthewaycustomerssearch…andbuy
Source: Bain Consumer Survey 2012
Buying directly from a
carrier or via agents
are still highly
preferred but …
Customers want to be
able to use the channel
convenient to the
moment, whether
that’s a website,
captive team/call
center or a video chat
with a broker.

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HowDigitalPlaysaRole…acrosschannels
1
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5

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Insight-
Customersneeddirect
engagement

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Pre-Purchase
Research
RFP/Purchase
Quote to buy
Service, Up/Cross
Sell
Claims
Search
Interactive services- Web Chat, Expert advice
Compare
Products
Relevant
Content
Decision
Support Tools
Instant Query
Assistance
Multiple
Payment
Options
Cross Sell/ Upsell Products
during purchase
Multi-Channel
Support
Quick
Quote
Instant Query
Assistance
Easy Renewal
Process
Policies available for download, self service, claims
Timely
Notifications
First notice
of leaving
Personalized
Profile, NBP
Track
Claims
Agent/Broker
Locator
Research
and inquire
about
insurance
products
Get quote, get
detailed
product
information
and buy
product
Premium
payments,
policy
renewal,
claims
assistance
Consider Evaluate Buy Experience Advocate Bond
Cross-Buy Loop
TheBuyingLifecycle

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1. Thecustomerischangingchannels whilebuyingInsurance–Web,Mobile,Agent
Interaction,Social
2. DigitalandSocialchannelinfluencing ofconsumerdecisionsaremadeduringthe
considerationphaseofthebuyingcycle
3. Consumersarebecomingmoreindependent butexpectthe“Agent like”
consultativeexperienceonline
4. Consumers demandgreatersimplicityandtransparencytohelpthemmakebetter
informeddecisionsandtakegreatercontrolofthepurchasingprocess.
5. Customerscarrymentalmodelsfromnon-financialindustriesandincreasingly
expectthesamefrominsurerssuchasGamification,Rewards,etc.
OurPOVonCustomerEngagement

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Insight-
Howcancustomer
engagementbeenhanced?

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Customerswantsimplicity,visibilityandcontrol.
 Understandwhothecustomer is:Understand
customersegmentsandhowtheybuy
 Beaconsultanttothecustomer :Suggest
productsinlinewiththeneeds
 Simplifyproductsthataresoldonline:
Gamification,policydetails
 ConnectonMultiplechannels:enable
customertoswitchchannelsseamlesslyand
withoutlosinginformation
 Provideconnectwiththerightintermediaryfor
complexproducts -videochatswith
underwritersandadvisors
 Encouragedialoguebetweencustomerson
productsandservices
Research and compare
various policies
View policy details,
make policy changes
Pay premium bills
Contact agents/brokers
Self-service portal Cross-Sell Opportunities
Key Functions on Digital
Search for the right
policy
Getting Educated about
the nuances of policies
Consult financial
Advisors /Brokers
Review what other
customers are buying
Premium Quote/
Calculation
Gamification and
Decisioning Tools
OurPOV:HowMarketersMustRespond..

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Insight-
DigitalMarketing
TechnologiesareCritical

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OurPOV:Marketingtechnologiesarecritical
BROKERS/
AGENTS

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CONTENT MARKETING WITH CONTEXT
SMART MARKETERS ARE
ENTICING CUSTOMERS TO
REACT AT VARIOUS POINTS
SUPERIOR DEMAND GEN
BEING DRIVEN BY REDUCING
THE GAP IN ADOPTION OF
CONTENT

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DOVETAILING CONTENT TO AUDIENCE AND STAGE
SMART MARKETERS ARE
WEARING THEIR CUSTOMERS’
HATS WITH CONTENT
SUPERIOR DEMAND GEN
BEING DRIVEN BY
OVERCOMING THE FUD’S OF
PROSPECTS AT STAGES
THROUGH CONTENT

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MARKETERS GETTING MORE SOPHISTICATED
CONTEMPORARY CONTENT
MANAGEMENT TECHNOLOGY IS
DELIVERING WHAT MARKETERS
NEED
1. Rules based personalization—
the visitors behavior triggers
personalization
2. Persona based personalization—
the visitor “looks like a…” is
informing personalization
3. Cross-channel personalization
(contextualization)—broad
analytics from web, email,
social and other channels are
informing personalization

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OurPOV: Marketingtechnologiesarecritical
Marketingautomationplatformisyourdeliverytool
 ThinkObjectives:Customeracquisition,brokerengagementor
distributionchannelrevenue–itisthebusinessobjectivethatdrives
theneedforautomation.
 ThinkStrategy:Howwillyougetbrokers/agentstobeabletosell
effectivelytoendcustomers?
 ThinkPrograms:Everystrategyshouldleadtoaprogramwitha
logicaloutcomethroughyourautomationplatform.
 Don’tthinkonlyemails:Yourplatformdeliversemailsbutemailsare
tiedtomarketingandrevenueobjectives.
Amarketingautomationplatformmightbeapotentiallygoodfitforyou

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BASIS OF CONTEXT AND PERSONALIZATION
MARKETERS ARE USING DATA
FROM ONE SYSTEM TO
POWER ANOTHER
Web CMS, Video Delivery
platform, Content Posting
platform
Social
Marketing
Management
Marketing Automation
CRM
Common
Customer
Context

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OurPOV: Marketingtechnologiesarecritical
1. Assessandproviderecommendationsoncontentassetsbeingused
formarketingmappedtothecustomerlifecycle
2. Evaluatehowleadsbeinggeneratedarebeing‘engaged’ornurtured
throughthecustomerlifecycleandrecommendaseriesofstepsto
improvethis
3. Chartoutabestpracticesbasedmethodologyfromleadgenerationto
handofftobrokersinclusiveofleadscoring,qualificationandnurture
4. Recommenddigitalplatforms/assessleveragingofexistingplatforms
thatwillbeneeded toimproveacquisition–analytics,marketing
automation,CRM,dataenrichment,videocontentmarketing,content
marketingplatforms

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Insight-
Customerengagement
shouldbeallthrough

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eDynamic, Wednesday, May 21, 2014
Acquiringcustomerseffectively
CustomerAcquisitionOfferingprovidescarrierswiththeabilityto
generate,manage,nurtureanddistributeleadseffectively
Search Decisioning Empowerment
SOLUTION ELEMENTS REQUIRED
Search, Social, Display and
email marketing
Portal with quote/RFP, bind
and buy decision enablement
Nurturing and cross- selling
with progressive profiling

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Acquiringcustomerseffectively
CustomerAcquisitionOfferingprovidescarrierswiththeabilityto
generate,manage,nurtureanddistributeleadseffectively
Search Decisioning Empowerment
SOLUTION ELEMENTS REQUIRED
Search, Social, Display and
email marketing
Portal with quote/RFP, bind
and buy decision enablement
Nurturing and cross- selling
with progressive profiling
Search
Engine
Optimisation
SEM/ Pay Per
Click
Email
Marketing
Social Media
Marketing
Website
/Mobile Site
Content
Lead
Generation
Email
Marketing
Recommenda
tions and
cross-selling
Persona
based Selling
Integration
with backend
systems
Broker/
Underwriter
chat
Broker
contact/Agen
cy Sites
Cross-Selling
Renewal/
Reminders
Claim
Tracking
Financial
Planning
Tools
Customer
Portals
My Profile
Goals :
Acquire More Leads
Goals :
Convert leads to customers
Goals :
Retain and Cross-Sell

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GREENFIELD OPPORTUNITY
FOR MARKETERS
KEY INSIGHTS
HOW MATURE IS YOUR DIGITAL
MARKETING?
4 THE WAY AHEAD

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OBJECTIVES
 BasicPresence on
web
 KPIs aretraffic
related
ELEMENTS
Website |Newsletter |
Analytics |Search
Entry Stage
OBJECTIVES
 Grow revenues
directly, withagencies
 KPIs aretied to
business growth
ELEMENTS
Website |Mobile|
Cross- channel Analytics
|Sales Enablement |
Outsourced
SEO/SEM/SMO
Tactical Stage
OBJECTIVES
 Optimising web
engagement with
digital platforms such
asCMS&marketing
automation
 KPIs aretied to
effective demand gen
ELEMENTS
Website |Mobile|
Analytics |Campaign
Management |CMS
Marketing Automation
Automation Stage
1
2
3
4
5
OBJECTIVES
 Nurture prospects
andcustomers to
close sales
 KPIs aretied to
revenue, leads &
progress
ELEMENTS
Website |Mobile|
Analytics |
Segmentation |
Targeting |Overall
Digital Automation
OBJECTIVES
 Online/Offline
channel Integration
 KPIs aretied to
business growth, sales,
offline online
integrated analytics
ELEMENTS
Integrated Marketing
Technology |Offline/
Online Analytics |
Seamless Customer
profiling andtargeting
Optimisation Stage
Closed Loop Stage
OurPOV: Howmatureisyourdigitalmarketing?

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OurPOV: Howmatureisyourdigitalmarketing?
Identified
Prospect
Anonymous
Prospect
Existing
Customer
Understand Customer Personas
Create Content Strategy and
map aligned with buying cycle
Determine Digital Touch Points
Map to Buying Journeys
Search
Web
Email
Social
Partner
Sites
Newsletters
Blogs
Website
Testimonials
Reviews
Social Ads
Surveys
Surveys

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eDynamic, Wednesday, May 21, 2014
OurPOV: Howmatureisyourdigitalmarketing?
Consider Evaluate Buy Experience Advocate Bond
Understand User
Personas, capture
their behavior
Progressively
profile, personalize
experience and
content
Map the Content
to be served at
each stage
Blog
New
Product
Specs
Finance
analysis
tools
Have all data in
CRM and other
systems for scoring
and transition
Identified
Prospect
Anonymous
Prospect
Existing
Customer
Handover more
sales ready leads to
captive
teams/agents
9
7
6

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GREENFIELD OPPORTUNITY
FOR MARKETERS
KEY INSIGHTS
HOW MATURE IS YOUR DIGITAL
MARKETING?
THE WAY AHEAD

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eDynamic, Wednesday, May 21, 2014
Thewayahead….
Responsivedesign(Devices)
 Onewebsiteforalldevices:Nota
separatemobileanddesktopsite
 HTML5&CSS3:Newtechnologiesto
createsitesthatrespondtoscreensizes
andorientation
TargetedExperience(Personas)
 ExplicitTargeting- HaveSeparate
sections,navigationfordifferentusers
 ImplicitTargeting -Understandtheuser
withtheirdigitalbodylanguage-click-
streamanalysis,IPbasedtargeting,etc.to
serverelevantcontent
CustomerEngagement
 DefinetheLifecycleofengagement:
howwillyouengagewithprospects,
customersandbrokersatdifferent
touchpointsofthebuyinglifecycle
andpostbuyscenarios
 Determinequalificationcriteria:lead
scoring,nurturingandoverall
mechanism
Marketingtechnologies
 Marketer’sCMS
 CRM
 MarketingAutomation
 Analytics
 ContentMarketing
 Marketingdataenrichment

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