A large insurance company wanted to work more effectively with their brokers and generate more business. We assisted the company to achieve these goals by creating a channel marketing program providing a better understanding of the brokers and refocusing the sales efforts on the right targets.
Implementing a channel marketing program requires a solid, flexible and scalable marketing automation tool. Not only to automate so-called repetitive tasks, but to handle all customer-driven scenarios. A second requirement was to close the sales loop. All interactions with the brokers had to be tracked and monitored. So the integration with the existing CMS and CRM platforms was mandatory. In February 2014, after an in-depth vendor comparison, Selligent was selected as the solution.
Selligent allows us to automate the entire process starting with the initial invitation, to track the enrolment progress, to trigger confirmation emails, to follow up. Besides everything is integrated with the CMS and CRM platform. It has quickly become the strategic platform for all marketing and sales processes.
The flexibility of the solution allowed the company to refine their marketing and sales efforts into a long term process, which wasn’t possible before marketing automation.
- Closed loop approach
- Triggered communication to brokers and sales team
- Insights on the overall sales and marketing effectiveness