1. Transforming
Insurance Marketing
with
Marketing Automation
Page 1 | © 2011 Business Insurance

2. The New Normal –
• Firms still have goals in:
– Brand Development
– Retention
• The Great Recession has
changed focus:
– ROI
– Leverage emerging
marketing opportunities
– Position company for
Growth
• Create Stronger Marketing
Alignment with Sales
Source: B2B 2012 Marketing Outlook
Page 2 | © 2011 Business Insurance

3. New Focus Brings New Challenges
• 40% to 70% of the sales process takes place before
the first interaction with the vendor
– What does your audience need to know?
– How do you make sure you get found?
– How do you know when your prospect is looking at it?
Source: Marketo, Sirius Decisions, Forrester Research
Page 3 | © 2011 Business Insurance

4. Page 4 | © 2011 Business Insurance

5. How we used to sell . . .
• Buy or rent lists
• Sort by region/rep
• Assign
• Make reps spend their days cold calling
• Profit
Page 5 | © 2011 Business Insurance

6. Page 6 | © 2011 Business Insurance

7. Why Marketing Automation?
1. Software that gives a company the tools it needs to
accelerate the sales funnel:
– 10% Increase in Revenue (Gartner)
– 26% Increase in Lead Conversions (Aberdeen)
– 33% improvement in Cost Per Lead (Forrester)
2. Software that Manages time consuming,
complex & repetitive tasks:
– Campaign Management
– Monitoring Website activity
– Delivering content
– Email Marketing
– Lead Database management
– Analytics
– Behavior/Tracking
– Demographics
Page 7 | © 2011 Business Insurance

8. Our Definition of Marketing Automation
• Capabilities that make it easy for you to deliver:
– The Right Content
– The Right Environment
– The Right Tools Customer
Database Marketing
• To manage your: Engagement
Content
– customer data Strategy
– marketing content
– marketing engagement
strategy
• To help you:
– Identify large numbers of
potential sales prospects
– Assist them (and monitor them)
as they move through the buying cycle
– And turn them into Qualified Leads
Page 8 | © 2011 Business Insurance

9. Building Blocks of Marketing Automation
Right Right
Environment Tools
Right
Content
Page 9 | © 2011 Business Insurance

10. The Right Environment
Attract Segment
• Traditional Marketing • Identify Customers
– Brand Advertising – Industry
– Direct Mail/Email
– Product
– Trade Shows
– Geography
• Emerging or “Inbound”
Marketing – Size
– Search Engine • Serve the end-to-end
Optimization buying cycle for each
– Social Sharing • Reflected in your
– Community marketing website
Page 10 | © 2011 Business Insurance

11. The Right Content
• What is the Right Content?
• Non Promotional/Sales oriented
• Authoritative
Prospect
• Solves a problem
Prospect
• Focused at one point of
the buying cycle
Prospect
• Engaging
• Relevant to the Reader
• Shareable
• TRUSTED!
Qualified Sales Lead
Page 11 | © 2011 Business Insurance

12. Why The Right Content is Important
• Why do your customers buy from you?
(Pre-requisites)
– 19% - Brand & Company Reputation
– 19% - Product & Service Quality
– 9% - Price/Value Performance
• 53% - Factors previously considered external!
– Offer them Unique & Valuable
Perspectives on the market
– Help them navigate alternatives
– Provide ongoing advice or consultation
– Help them avoid potential land mines
– Educate them on new issues and outcomes
Source: Corporate Executive Board
Page 12 | © 2011 Business Insurance

13. The Right Tools:
• Present
– Right mix of information (content)
– Right stage of the buying cycle
– Delivered via a structured
systematic approach that requires
minimal active intervention
• Rate
– Monitor engagement with relevant
content
– Reflect relative importance of
engagement
• Qualify
– Identify the behavioral signals that suggest someone is ready to
speak with a sales professional.
Page 13 | © 2011 Business Insurance

14. Lead Scoring
• Working Definition: “A shared sales and marketing
methodology for ranking leads in order to determine
their sales-readiness.”
– Increased Sales Effectiveness:
Sales reps focused on the most
ready leads
– More effective re-marketing and Scoring Methodology/Threshold
recycling of leads
– Ability to filter non-leads from
marketing programs (and
handoff to sales)
– Self-selection of prospects
by monitoring engagement
Image
Source:
BizLeader.co.uk
Page 14 | © 2011 Business Insurance

15. Lead Scoring
Demographic Behavioral
• Company Size • Download a White Paper
• Number of Employees • Visit certain web pages
• Purchase Influence • Open a relevant email
• Job Title • Register & attend a webinar
– Level & Category • Sign up for your newsletter
• Undesirable • Undesirable
– Work for a competitor – Visit the Career Center
– Wrong Industry – Unsubscribe from mailing lists
– Wrong job title
Page 15 | © 2011 Business Insurance

16. Lead Nurturing
Awareness Research Preference Purchase
Page 16 | © 2011 Business Insurance

17. “Lead Lifecycle” Nurturing Is Complex
Chief Business
Risk Chief Financial
Operations Process /
Manager Officer
Officer Function Owner
Early Stage 3rd-party whitepapers, educational webcasts. Speeches at industry
Pain ID events, public relations, other thought leadership efforts
Mid Stage Internal whitepapers, sponsored webcasts, case studies, customer
Solution ID testimonials
Mid Stage Product demos, short videos, product specifications, brochures, cost
Evaluation comparisions, business case tools
Late Stage Competitive comparison charts, fact sheets, implementation plans
Selection
Source: Annuitas Group, Business Insurance
Page 17 | © 2011 Business Insurance

18. Adjusting Your Program
Marketing Automation Landmines: “Big Net” content
• Poor Brand Recognition to capture Leads
• Not enough content
• Not enough visitors
• Not enough repeat visits
• Poorly merchandised content
• Poorly organized content Engage Leads with
• Early shift into sales mode Solution-Focused Content
• Not trusted or authoritative
• Sales/Marketing Alignment
Close New Business with
• No Follow-Up
Purchase/Decision Support
Page 18 | © 2011 Business Insurance

19. Marketing Automation Lessons
• Define your sales process
– “Staple yourself to a lead”
• Segment your customers, plan content accordingly
• Develop a plan to create content
– Quality AND Quantity
– Mapped to each stage of buying cycle.
• Have marketing staff capacity, training & knowledge
transfer
– Time and effort savings . . . But only AFTER the learning curve
• Look beyond email – incorporate events, social, etc.
• Start small, replace existing processes, master
capabilities and grow your program
Page 19 | © 2011 Business Insurance

20. Discussion
Email:
ssusina@businessinsurance.com
Twi<er:
@ssusina
Phone:
+1.630.660.3595
Page 20 | © 2011 Business Insurance