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Webinar Series
Insight that drives sales
Webinar Series
Kelly Hall
Chief Customer Officer
Vision Critical
Lindsey Colella
Associate Director,
Insights Integration
Sun Life Financ...
The opportunity
Capitalize on a growing market
Challenges
Competitive pressure
to stay ahead in a
growing market
Communicating
product value to the
end purchaser
Selling...
Strategy:
Build stronger relationships with brokers to promote Sun Life Financial
1 2 3
Test and validate
materials to
sub...
The right
message for the
right audience
Why an insight
community?
● Faster, more consistent insight
● Opt-in to drive engagement
● Two-way engagement
● Test and v...
Use case:
Stop-loss flyer
● Pinpoint where education
is needed
● Challenge assumptions of
what helps and hinders
● Test, r...
Measuring success
98%
of sales reps said
material outshone
competition
75%
of brokers would
share the new
content
15%
incr...
Leveraging
the value of
relationships
● Deliver a better client experience
● Influence other marketing material
● Won advo...
Understand strategic objectives of the business
Avoid assumptions
Test, validate and repeat to truly have an impact
Be a c...
Q&A with Lindsey Colella
Lindsey Colella
Associate Director,
Insights Integration
Sun Life Financial
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Insight that drives sales: How Sun Life Financial leverages insight to create targeted marketing material and drive sales

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Learn how Sun Life Financial used customer intelligence to create targeted marketing messages and saved nearly $1 million in market research costs in the process.

Veröffentlicht in: Marketing
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Insight that drives sales: How Sun Life Financial leverages insight to create targeted marketing material and drive sales

  1. 1. Webinar Series Insight that drives sales Webinar Series
  2. 2. Kelly Hall Chief Customer Officer Vision Critical Lindsey Colella Associate Director, Insights Integration Sun Life Financial Meet our speakers
  3. 3. The opportunity Capitalize on a growing market
  4. 4. Challenges Competitive pressure to stay ahead in a growing market Communicating product value to the end purchaser Selling through an intermediary who needs to be fully equipped
  5. 5. Strategy: Build stronger relationships with brokers to promote Sun Life Financial 1 2 3 Test and validate materials to substantiate research Align marketing material with those challenges Understand employer challenges and broker difficulties
  6. 6. The right message for the right audience
  7. 7. Why an insight community? ● Faster, more consistent insight ● Opt-in to drive engagement ● Two-way engagement ● Test and validate research ● Build an ongoing relationship
  8. 8. Use case: Stop-loss flyer ● Pinpoint where education is needed ● Challenge assumptions of what helps and hinders ● Test, re-test and validate
  9. 9. Measuring success 98% of sales reps said material outshone competition 75% of brokers would share the new content 15% increase in broker satisfaction with marketing material $958,000 saved in research costs
  10. 10. Leveraging the value of relationships ● Deliver a better client experience ● Influence other marketing material ● Won advocates with our CEO and executive team ● Community insight is now key to strategic planning
  11. 11. Understand strategic objectives of the business Avoid assumptions Test, validate and repeat to truly have an impact Be a champion of customer intelligence Key takeaways 1 2 3 4
  12. 12. Q&A with Lindsey Colella Lindsey Colella Associate Director, Insights Integration Sun Life Financial

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