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