+1-510-655-6511 vpeck@theeastbaygroup.com

Precision Marketing Program

Challenge/Opportunity

  • B2B (Broker) division of needed to have its current ‘stable’ of Brokers sell more plans
  • Everyone currently treated the same at all touchpoints and Brokers though satisfied weren’t growing the market
  • Marketing efforts so manually intensive that only basic newsletters and communications were being delivered via mass emails

Approach

  • Completed a full segmentation study including all facets of Broker interactions and Employee group bags
  • Identified top segments with highest Current Value and further researched needs/behavior online and offline
  • Developed a buyer journey and buyer personas
  • Created marketing tool requirements
  • Developed contact strategy and 8 standard communications workstreams (to be messaged by segment)

Result

  • Program approved by Corporate – RFP and install in mid 2013
  • Using segmentation in deeper behavioral survey to gain further understanding of needs and selling strategy