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Case study

Building the First B2B(2B) Broker Lead Generation Program in North America

Conversion up 20% and $5M more policy value than planned, with the model now scaling globally.

Client
Global commercial insurer
+$5MPOLICY VALUE, OVER PLAN+20%CONVERSION+20%BEFOREAFTERClient results

The challenge

Without the broker relationship, the insurer could not see when commercial policies were renewing.

The relationship sat with the broker

The client is one of the oldest and largest commercial insurers operating in North America, with European roots and a book that runs from small businesses through to major national enterprises. But the customer relationship sat with the broker, and without it the insurer had no visibility into when commercial policies were coming up for renewal.

WHO HELD THE CUSTOMERNO VISIBILITY INTO RENEWALSINSURERBROKERBUSINESS CUSTOMERTHE RELATIONSHIPOne of the oldest and largestcommercial insurers in North AmericaHolds the customerrelationshipFrom small businesses tomajor national enterprises
WHO HELD THE CUSTOMERINSUREROne of the oldest and largestcommercial insurers in NorthAmericaBROKERHolds the customer relationshipBUSINESS CUSTOMERFrom small businesses to majornational enterprisesNO VISIBILITY INTO RENEWALS

Built here, scaled everywhere

The company needed a digital lead generation program it could build in North America and scale globally.

The approach

We built the first B2B(2B) lead generation program for brokers.

Through the broker, not around it

Digital demand generation was layered on top of the insurer’s existing commercial insurance policies, designed to reach end customers through the broker relationship rather than around it. That gave the business a more efficient way to connect with both customers and prospects, on a model built to travel to new regions.

BUSINESS TO BROKER TO BUSINESSINSURERBROKERCUSTOMERS AND PROSPECTSDIGITAL DEMAND GENERATION, THROUGH THE BROKERLayered on its existingcommercial insurance policiesThe relationshipstays with the brokerReached through the broker,not around itA model built to travel to new regions
BUSINESS TO BROKER TO BUSINESSINSURERLayered on its existing commercial insurancepoliciesBROKERThe relationship stays with the brokerCUSTOMERS AND PROSPECTSReached through the broker, not around itA model built to travel to new regions

The results

Conversion rates rose 20%, generating $5M more in policy value than expected.

A fifth more conversion

The email marketing program grew leads for broker websites exponentially, and conversion rates rose 20%. Drawn from zero, the after bar is a fifth longer than the before.

CONVERSION RATE, BEFORE AND AFTERCONVERSION RATEBeforeAfter+20%Client results
CONVERSION RATE, BEFORE AND AFTERCONVERSION RATEBeforeAfter+20%Client results
LEADS FOR BROKER WEBSITESTHE EMAIL MARKETING PROGRAMClient results

Leads that grew exponentially

The email marketing program grew leads for broker websites exponentially.

POLICY VALUE+$5MMORE THAN EXPECTEDClient results

$5M more than expected

Higher conversion generated $5M more in policy value than expected.

THE SAME ENGINE, NEW MARKETSNORTHAMERICALATIN AMERICATHE UKPROVENNEXT

Next: Latin America and the UK

With North America proven, the next step is expansion into Latin America and the UK, opening new markets on the same engine.

RelatedDemand generationFractional CROFinancial services & insurance

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