Summary of Today’s Insurance Agency eMarketing & Web Seminars Webinar (Part 1)

Posted on

September 14th, 2011

by

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…