Building the First B2B(2B) Broker Lead Generation Program in North America
The Challenge
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. 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: digital demand generation 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.
The Results
The email marketing program grew leads for broker websites exponentially. Conversion rates rose 20%, generating $5M more in policy value than expected. With North America proven, the next step is expansion into Latin America and the UK — opening new markets on the same engine.
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