[Slides] #netvu15 Marketing Automation in 2015

© 2015 Agency Revolution, All Rights Reserved
Marketing Automation 2015

The Insurance“Bad Boy”

13%
6%
10%
71%
Online
800 Number
Yellow Pages
Not Sure
71% use the internet to research insurance.
54% have received a quote online.

New auto insurance
placed by local broker:
2003 2008 2010
80%
63%
68%
Changes in Consumer Behavior.

How did you originally purchase your current
auto insurance Policy?
How long with
current insurer?
Local Broker51%75%
Online26%
7%
Less than 1 year5+ years

Now it's #4. 24%
14%
2007 2012
In 2007, the service experience delivered by
local brokers was the #1 driver of insurance
customers’overall satisfaction.

“Are we a relationship business?”
So Far, So Close, James Colaço, Senior Manager, Monitor
Deloitte, and Leader in Deloitte's P&C Insurance Practice
84%
Cheaper Price
Easier to buy
insurance
More suitable coverage
44%
41%
Reasons for openness to buying insurance online
84%

‣ Race to the bottom.
‣ IA Channel cannot sell on price.
AM Best, research and data
70.8 74.2Loss ratio %
Expense ratio %
97.3% 95%Combined ratio:
Indepen
dent
Direct
respons
e
26.5 20.8

“This is a relationship
business.”

BROKEN PROMISE

Vision
The most effective campaigns for the“easy money”.
What Marketing Automation Software is.
The difference between "horizontal" and "vertical" MAS.
The 3 ways MAS grows an agency.
How it saves time.
How it increases accountability.
Understand:

"Email doesn't work”
"More technology!Where do I start?!”
"They're all locked up in my agency management system”
"I'm not a writer”
"I'm not a marketer”
"I don't want to spam”
"I don't have email addresses”or…
"I have too much to do"
Obstacles
STOP

Facebook posts reach 2% of fans.
.07% of top Facebook fans engage with posts.
Email delivered 90% of time.
@

For every $1 spent on email marketing, the
average return on investment is $44.25.
ExactTarget
Email marketing yields an average 4,300% return
on investment for businesses in the United States.
Direct Marketing Association

Companies using email to nurture leads
generate 50% more sales-ready leads and 
at 33% lower cost. 
 
Nurtured leads, on average, produce a 20%
increase in sales opportunities compared to
non-nurtured leads. 
Hubspot

Small business owners estimate that getting 
an extra hour in their day back from doing
their own email marketing 
(and other activities) is worth $273/hour. 
Constant Contact

Marketers consistently ranked email as the
single most effective tactic for awareness,
acquisition, conversion, and retention. 
GigaOM Research

Email conversion rates are three times higher
than social media, with a 17% higher value 
in the conversion. 
McKinsey & Company

Email is nearly 40 times better than Facebook
andTwitter at acquiring customers. 
McKinsey & Company

70% of people say they always open
emails from their favorite companies.
ExactTarget

95% of those who opt into email
messages from brands, find these
messages somewhat or very useful. 
Salesforce
95%
5%

91% of consumers check their email
at least once per day.
91%
9%

Email was the media most cited to lead to
purchase
Email
Text message
Facebook
Shopping Related Application 
(Amazon, eBay, Groupon, etc.)
Twitter
Telephone
Location Based Social Networking 
(FacebookPlaces, Foursquare, Gowalla)
Non- shopping related application 
(Game, news, weather)
copyright 2011 exactarget.com
56%
41%
35%
32%
20%
18%
15%
11%

What Makes Consumers Happy?
2012: Channel usage, agent serviced customers.
Overallsatisfactionindex.
Agent +
emerging
852
822
Boomer
GenY
774
743
No
interaction
797
822
Agent only
830
814
Agent +
traditional
810
795
Non- 
agent only

Here's what marketing automation does
5 elements:
‣ The Strategy.
‣ The Messages.
‣ The Delivery.
‣ The List.
‣ The Most Powerful Campaigns Ever.

STRATEGY:
The most powerful approach.
‣ Wealth and equity in this business built by
size of book and retention of book.
‣ Therefore: marketing is not about being a
huckster, shyster or ripoff artist.

Convert
C
Optimize
O
Retain
R
Attract
A
$$$$
$$$
$$
$
Cost
Value
Leverage
Wealth and
Equity
Reliable Income
New Income
Future Income

Marketing is not aboutYOU,
It's about solving a problem forTHEM.
"The most advanced form of marketing is that
which creates meaningful relationships."

www.agencyrevolution.com/analyzer/
www.TheGrowthAnalyzer.com
1

How DO you grow an agency?
1

$2,226,000
1

$2,226,000
$3,415,905
1

$5,676,538
1

The Elusive Obvious:
‣ When marketing works best.
‣ When someoneWANTS to hear your message.
Please market to me!

Two critical factors:
I need to trust you.
Talk to me at the right time
with the right message.

Agency Management System

New Lead Warming Campaign
New Lead

New Lead Warming Campaign
Welcome Kit Campaign
New Customer

New Lead Warming Campaign Over 10 Cross Sell Campaigns
Welcome Kit Campaign
Ongoing Customer

New Lead Warming Campaign Over 10 Cross Sell Campaigns
Welcome Kit Campaign Claims Campaign
Claim

New Lead Warming Campaign Over 10 Cross Sell Campaigns Birthday Campaigns
Welcome Kit Campaign Claims Campaign
Birthday

New Lead Warming Campaign Over 10 Cross Sell Campaigns Birthday Campaigns
Welcome Kit Campaign Claims Campaign Account Review Campaign
Renewal in 90 Days

New Lead Warming Campaign Over 10 Cross Sell Campaigns Birthday Campaigns “Lost Soul”Campaign
Welcome Kit Campaign Claims Campaign Account Review Campaign
Lost Customer

New Lead Warming Campaign Over 10 Cross Sell Campaigns Birthday Campaigns “Lost Soul”Campaign
Welcome Kit Campaign Claims Campaign Account Review Campaign Reinstated client Campaign
Regained Customer

Businesses are looking for deeper integration 
of email with other business functions. 
The most common barrier to integrating 
email with overall business strategies is,
disconnected systems and technologies.

Disconnected systems.
Marketing Automation System
Agency/BrokerManagement

Disconnected systems.
Reach Customers
Marketing Automation System
Agency/BrokerManagement

Monday

27 Birthdays
Monday

4 Claims
4 Returning clients
27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers
8 Lost clients 13 Cross sales 6 Lost policies11 Unclosed quotes
Monday
Trigger Point Marketing

4 Claims
4 Returning clients
27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers
8 Lost clients 13 Cross sales 6 Lost policies11 Unclosed quotes
Monday
@
@ @
@ @ @ @@ @ @
@ @ @ @ @ @ @
@ @
@ @@

4 Claims27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers
@
@ @
@ @ @ @@ @ @
@ @ @ @ @ @ @
@ @
@ @@
Monday
4 Returning clients8 Lost clients 13 Cross sales 6 Lost policies
11 Unclosed quotes
Tuesday Wednesday Thursday Friday Forever

The Cross Sell Generator
Home no auto
@ @ @

@ @
@ @ @ @@ @ @
@ @ @ @@ @@
The Cross Sell Generator
Client no life
X noY
Home no auto Commercial no personal
CL no comp
Personal no "toys"
CL no commercial autoAuto no home
@ @ @

The Messages:
‣ When you know who you're writing to, and
what they're interest is, it gets easier.
‣ "The right message, to the right person, at
the right time.”

Best Practices:
‣ Subject Lines:
‣ Title Case bumps response
‣ “HaveYou Been Sued Before?”

Best Practices:
‣ Personalization:
‣ 22% bump in open rate. 
(MarketingProfs,“10 Best Email Practices”)
‣ “Liam, AboutYour Car Insurance.”

Best Practices:
‣ Body Copy:
‣ Write conversationally, like a HUMAN.
‣ “Hi, Bob. I was looking over your insurance files
this morning. I'm really uncomfortable about
something. Can we talk for a minute or two?”
‣ Deliver on the promise.
‣ The subject line is the "set up.”- Deliver quickly.
‣ (and use power words, not weakling words)

Subj: “I'm worried about your family's protection.”
‣ “Bob, maybe I worry too much! 
But I go a little nuts when my clients have their
insurance plan helter-skelter all over the place. 
Maybe I'm wrong, but I think your insurance
plan is uncoordinated. 
And that can be dangerous. 
Here's why”…

Subject lines, words, matter.
155,000 subject lines, corresponding
to a total of 24.6 billion emails sent
(and growing), making this the
biggest study of its kind.

Best Practices:
‣ Less is (usually) more.
‣ 20% less than average.
‣ Get to the point.

Best Practices:
‣ Responsive design, or don't bother.
‣ Your website.

Best Practices:
‣ Use "power words"
‣ “I'm nervous about your situation.”
‣ “I'd be worried in your situation.”
‣ “This can hurt you financially.”

CSR on every call: 
"...and what is your email address?"
CSR Contest;Winner gets ___. 
(Time off, $, etc.)
Keep a white board by every CSR's desk.
Landing Page onWebsite.

CSR on every call: 
"...and what is your email address?"
CSR Contest;Winner gets ___. 
(Time off, $, etc.)
Keep a white board by every CSR's desk.
Landing Page onWebsite.
Use a marketing automation system that integrates
with your agency/broker management system.

The magic of engagement:
‣ Getting people to“DO”things

Download:
‣ Safety checklist
‣ Free report or white paper
‣ News bulletin
‣ MP3
‣ MP4/Video
‣ Anything that is valuable and free.

Click to:
‣ Landing page for…
‣ Account Review
‣ Opinion
‣ “Other services we're interested in.”
‣ Surveys
‣ Read more on the blog
‣ Content on website
‣ Please grade me here!
‣ For Agency Report Cards
‣ Get your birthday gift!

Use ActionVerbs:
‣ Read more on blog
‣ Protect yourself: start here

Video email:

http://www.agencyrevolution.com/product/automated-marketing

Welcome Kit

Lead Follow Up

Lead Conversion

Cross Sell Campaign
‣ Any "A" but not“B.”
‣ Almost unlimited opportunity.

Account Review

Claims Campaign
‣ When your customers are stressed, 
(and we're usually out of the loop) 
and they most need a friend.
‣ Triggered by a claim.

Lost LeadWarming Campaign
‣ The single most expensive mistake in
insurance marketing:
‣ Throwing out unsold leads.
‣ Statistically, high probability prospects.

Account Renewal Campaign
‣ Start 90 days out.
‣ Step 1: "Positive Feelings" survey.
‣ Then drive them to a landing page.
‣ Boost retention.
‣ Boost policy/customer.
‣ Reduce E&O.

Lost Soul Reactivation Campaign
‣ Tell them you're sorry.
‣ Ask what it will take.
‣ Drive them to a landing page.
‣ Again… statistically speaking, high
probability prospects.

Nurturing Messages
‣ This is the fertilizer that grows everything else.
‣ Safety, protection, care, personality, useful
information.
‣ Agency‘A’ v.s. agency‘B’
‣ “Why does he get better response than me?”

Disaster Preparedness Campaign
‣ Hurricane, Earthquake, wildfire, tornado,
flood, etc., etc.
‣ “I know you probably think I worry too much.
But that's my job, because I'm worrying
about you. About my clients, their families,
their businesses. 
So...here's what I'm getting at.When disaster
strikes, it's too late to prepare for it…"

"If all we’re doing is defending the status quo,
the game is over"

[Slides] #netvu15 Marketing Automation in 2015

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[Slides] #netvu15 Marketing Automation in 2015