“Last year they wanted to know, ‘What’s marketing automation for insurance agents?’ This year they just want to see how we do it.”
We introduced our style of marketing automation and digital marketing for insurance agents to the insurance community over six years ago. Back then, it was little understood. It seemed like wizardry.
A lot happened since then. Agents and brokers seemed to have learned what it is. And what it can do.
And candidly, we learned too. A lot. How to guide insurance agents to success. How to make it easier. The best ways to get results.
Was it easy? As the saying goes, “If it was easy, everyone would do it.” No. Not easy. But, I’m tremendously grateful for every single client - including the ones who gave us the hard feedback.
Users Select Agency Revolution for Magazine's Best of Best Award
And now our clients are telling the popular magazine, Insurance Business America (IBA), what they think of what they get from us.
Back in the day, when I was the CEO of one of the industry’s fastest growing trade associations, we ran annual awards programs. I know what they can be like. (A little like the sausage factory :) )
But IBA asked the users. (Those are the opinions that matter the most to me and to the tremendous team here at AR.)
And they gave us their highest 5 Star Best of the Best ranking.
Guide Your Customers' Insurance Journey With "Trigger Points" Automaticaly
Participants said one of the most popular features offered by the Agency Revolution system is its Trigger Point Platform - which sends personalized communications to customers automatically based on life-cycle changes. (I have to agree. What Lucas and the engineers have built in that feature is magic.)
Agents no longer need to think about when to send a campaign or even think about what to send. Agency Revolution tracks changes in your agency management system, then automatically triggers a pre-written campaign to engage the customer and deepen the relationship.
How Marketing Automation Speeds Workflow, Takes Burden Off Staff
The runner-up feature mentioned by IBA participants was the Team Task Management system, which enables managers to speed workflow by automatically assigning tasks to the right people in the agency or brokerage, based on relationship, geography and other data.
“Agency Revolution completely transformed our agency. We now have more sales, more customer loyalty – more of everything. It’s brilliant marketing and powerful technology.”
Why has it taken so long for marketing automation to solve the communication and digital marketing problems for insurance agents and brokers? After all, marketing automation is the fastest growing category of software in the B-2-B universe.
According to technology consultants, Raab Associates, marketing automation grew 60% in 2014. 50% in 2013.
Biggest Marketing Automation Problem For Retail Insurance Solved
The problem has been disconnect. According to email experts, Express Pigeon, “Businesses are looking for deeper integration of email with other business functions. The most common barrier to integrating email with overall business strategies is disconnected systems and technologies.”
Problem solved. Integration with systems like TAM, Epic, QQ, AMS360, PowerBroker, Hawksoft and more, allow our marketing automation system to let you communicate elegantly and automatically to your customers and prospects…and treat each person like an individual.
We seem to be getting way past the day where insurance brokers ask, “Does marketing automation really work?” Or, “Does email marketing work?”
23 Factoids To Read If You're Thinking Of Using Marketing Automation To Grow Your Agency...
- On average 49% of companies are currently using Marketing automation. With more than half of B2B companies (55%) adopting the technology. – Emailmonday “The Ultimate Marketing Automation stats”. (2016)
- 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels. – Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success”
- There are nearly 11 times more B2B organizations using marketing automation now than in 2011. – SiriusDecisions“B-to-B Marketing Automation Study” (2014)
- Best-in-Class companies are 67% more likely to use a marketing automation platform. – Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)
- 63% of companies successful in Marketing Automation plan to increase their Marketing Automation budget. The companies with successful marketing automation programs will invest in further success in the coming year. –Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)
- 79% of top-performing companies have been using marketing automation for more than 2 years. – Gleanster “Q3 2013 Marketing Automation Benchmark” (2013)
- 26% of marketers make extensive use of marketing software to manage lead generation, 36% make limited use of marketing software for it. – Ascend2 “Lead Generation Strategy Survey” (2014)
- 58% of top-performing companies where marketing contributes more than half of the sales pipeline have adopted marketing automation. – Forrester Research “Gauging Your Progress and Success” (2013)
Source: Apteco Ltd “Trend Report Data driven marketing” (2015)
- Marketers that have adopted MA say the main benefits of Marketing Automation are:
- Taking repetitive tasks out of marketers hands, allowing focus on new/more exciting projects (36%)
- Better targeting of customers and prospects (30%)
- Improving the customer experience (10%)
- Better email marketing (9%)
- Reduction of human error in campaigns (8%),
- Lead management (4%) and multichannel marketing (3%) – Redeye and TFM&A Insights “The Marketing Automation Report 2014” (2014)
- Marketers say that the biggest benefits of Automation are Saving time (74%), Increased customer engagement (68%), More timely communications (58%) and Increased opportunities including up-selling (58%) – Adestra Marketer vs Machine (2015)
- Increasing sales revenue (53%), lead nurturing (43%) and customer engagement (37%) are the most important objectives of a marketing automation strategy. – Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)
- 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase. – VB Insight “Marketing Automation, how to make the right buying decision” (2015)
- 67% of B2B marketers say they see at least 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more. – DemandGen “2014 Lead Nurturing Benchmark Study” (Oct 2014)
- Marketing automation high performers have an average of 60% higher lead-to-sale conversion rating. These high performers rate cost of customer acquisition (COCA) 1.4x stronger – PR20/20 “Marketingscore report” (2014)
- B2B marketers see an average 20% increase in sales opportunities from nurtured leads versus non-nurtured leads after successfully deploying a lead nurturing program – DemandGen “Calculating the Real ROI from Lead Nurturing” (Aug 2013
- 63% of companies that are outgrowing their competitors use marketing automation. – The Lenskold Group “2013 Lead Generation Marketing Effectiveness Study” (2013)
- Best-in-Class firms are over than 2X more likely to use lead nurturing with a MAP than Laggard firms (68% vs. 27%). – Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)
- Best-in-Class companies reduced close cycle time by an average of 49%, compared with a 30% improvement by all other companies. – Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)
- B2C marketers who are using automation- including everything from birthday emails to cart abandonment programs – have seen conversion rates as high as 50%. – eMarketer “Email Marketing Benchmarks” (2013)
- Best-in-Class companies saw a 36% conversion rate from marketing response (raw lead) to marketing-qualified lead (MQL) vs. 18% for All Others. – Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)
- 86% marketers consider ‘ease of use’ as the most important criterion when evaluating automation tools. – Regalix “The State of Marketing Automation” (2014)
- The top four features of a Marketing Automation used are email marketing (89%), lead nurturing (84%), integrations such as CRM, mobile, social etc for accumulating customer intelligence across channels (80%), and cross-channel campaign management (82%). – Regalix “The State of Marketing Automation” (2014)
- 65% of marketing executives plan to spend more money on marketing technology in the coming year, including 28% who plan to increase spending by more than 25%. – Conductor 182 Marketing Executives Reveal Their 2015 Success Tactics (2015)
Once upon a time, we thought it would be a good idea to build a tool that helps insurance agents and brokers nurture their leads. Create more meaningful relationships with their customers. Treat people as individuals. Boost conversion. Increase policy count. Raise retention.
Some people thought we were crazy.
Maybe they were right. :)