As consumers embrace the age of personalization, timely, highly relevant marketing content can drive further ROI for insurance providers, according to SmarterSends Co-Founders Evan Lazarus and Sam Lewis during a recent webinar we held for the industry.  

Localized content is an important part of this equation. Many insurance providers today have distributed marketing and sales teams rather than all agents working from one central HQ. Research from McKinsey & Company finds that 75% of the time spent on activities in the finance and insurance industries can be done remotely without a loss of productivity. This means insurers can hire remote workers who can dive into the nuances of the local market and speak to the specific needs of consumers. Rather than taking a one-size-fits-all approach, insurance providers with distributed teams have vast opportunity for creating one-to-one relationships. 

However, to do so, these teams need the right technology in place to effectively reach and attract consumers.  

Empower your distributed teams with easy-to-use technology 

Distributed teams often need different tools than their traditional counterparts. Modern MarTech stacks are extremely sophisticated, requiring extensive training and technical skills. While they are used by a similar set of end users – sales and marketing teams – these elegant systems make the assumption that sophisticated IT and MarTech staff are available for implementation, execution, and maintenance. However, distributed sellers who want to connect with consumers need to be empowered and autonomous. They cannot be dependent on an internal team for technical tasks like email coding, they just need to send great emails. 

To overcome these real challenges, team members may start using their own tools to get the job done, creating many disparate systems that don’t communicate well with each other. This hinders the parent insurance companies from seeing the big picture when it comes to campaign performance, how consumers engage across the customer journey, and where they are in the buying process. Without being able to understand how campaigns are performing, it makes it increasingly difficult to make decisions and improvements.  

Insurance companies need the right technology to support their marketing teams and sales agents alike. Marketers have ownership of the messaging, campaign strategy, and brand, but they rely on sellers to connect directly with prospects and guide them through the process from initial interest to purchasing a policy. Similarly, sellers bring in revenue but rely on marketing to provide engaging materials that attract consumers and encourage them to learn more. It’s a symbiotic relationship and when working effectively, it creates a powerful go-to-market (GTM) strategy.  

With a solution like SmarterSends, insurers can empower thousands of sales agents while keeping track of all activity through a powerful distributed marketing platform that integrates seamlessly with their current email service provider (e.g., Acoustic Marketing Cloud). SmarterSends ensures that marketers can maintain control of the brand – including look and feel, messaging, logo use, etc. – while sellers can unlock the power of personalized content by localizing messages or adding a fun image or GIF to encourage a response. When sales and marketing are working in lockstep, they transition from operating as disconnected entities into one cohesive GTM team.

To learn more and see a demo of the solution, watch the full webinar with SmarterSends on-demand.