Insurance Agency eMarketing & Web Seminar Case Studies
Presented by StartUpSelling, Inc.
Agenda
- Review & Analysis of 2 Case Studies
- eMarketing Campaign Design
- Webinar Format, Content & Topics
- Building Webinar Registration & Attendance
- Follow-Up and Lead Handling Process
- How to Close Your eMarketing & Webinar Leads
- Question & Answer Session
Case Study #1 – Benefits Agency
- Maryland based benefits agency
- Focus on middle market accounts
- Provides full-service employee benefits solutions, consulting and plan administration
- Provides deep subject matter expertise
Challenges
- Seeking to increase top line – improve awareness of their services with 150+ employee companies
- Agents are very busy servicing large book of complex middle to large market accounts
- Target prospects (HR & Finance titles) which are often difficult to reach
- Needed a better way to convey expertise and value proposition to prospects
Process & Solution
- Engaged StartUpSelling to launch a highly target eMarketing and Web Seminar campaign with followup appointment setting calls
eMarketing Campaign - SUS procured a list of 30,000 emails in target profile – it’s now much larger
- Scrubbed list to improve results
- 2 monthly emails inviting prospects to webinar
- Professional, business, non-graphical email
- Educational subject line & content
Process & Solution
- Web Seminar Campaign
- Topics include regulatory issues, COBRA, Healthcare Reform & Compliance
- Leverage an internal speaker (attorney)
- Concise and compelling presentations
- Content is useful & sought after by target titles
- Conveys unique & deep subject matter expertise
- Speaker is never selling
Results
- Recent Webinar:597 registrants,491 attendees,Many opportunities
- 150+ attendees per month
- Have built a following
- Access to prospects who were difficult to reach
- Platform to convey expertise and value proposition
- One closed webinar lead yielded a $60,000 commission account
Check back for Part 2 of our summary later this week…