Insurance Agency eMarketing & Web Seminar Case Studies
Presented by StartUpSelling, Inc.
Case Study #2 – Trucking Agency
- NJ based transportation agency
- Focus on large fleet accounts
- Provide creative solutions for risk management and insurance cost control
- Privately held
Challenges
- Many agents managed large books – needed to shift from a service culture to a sales force
- Lacked a current and up to date prospect list
- Sought to reach more prospects quickly
- Needed to convey unique understanding of industry to avoid commoditized sales
Process & Solution
- Engaged StartUpSelling to launch a highly target eMarketing and Web Seminar campaign
- eMarketing Campaign
- Procured list of 6,000 trucking executive emails
- Scrubbed list to remove personal emails
- 2 monthly emails inviting prospects to webinar
- Educational and interesting subject line
- Content is relevant and concise
Process & Solution
- Web Seminar Campaign
- Leverage external speakers – consultants, lawyers, advisors
- Topics include current industry regulations and issues – Hours of Service, driver retention, fuel costs, etc.
- Speakers do not promote their services, and they certainly do not sell insurance
- Web seminars are brief – lunch & learn format
Results
- 100+ Attendees per Month
- Reputation as experts
- Relationships with speakers
- Attractive to producers
- Full pipeline of in-profile prospects
- Recently closed a $115,000 commission account that refused to meet until they saw a KCI Webinar
- “Our days of cold calling are over…”
Web Seminar Lead Handling
- Web Seminar closes with a call to action
- Website link
- Case studies
- PowerPoint
- Producers call all registrants and attendees
- Solicit topic and presentation feedback and gauge interest in the subject
- Offer a complimentary consultation or review
- Seek a web meeting with web seminar prospect
Closing Web Seminar Leads
- Web Seminar attendees who are in-profile should yield an improved closing ratio
- Leverage your webinar campaign as an indication of the service you will provide
- Conveys your unique expertise
- Remember they would not have attended if they were not seeking assistance
- Patience is a virtue – and important to eMarketing and webinar campaigns
For more information, a one-to-one Agency Marketing strategy review, or a case study please contact: John Scranton johns(@)startupselling.com or startupselling.com.