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