Human connection drives sales leads
Inviting decision makers to connect with a high-profile executive has given Zurich an important new channel for driving sales leads and building its business pipeline in the insurance sector.
Zurich worked with LinkedIn to develop a thought-leader campaign around Chris Taylor, the company’s Head of Financial Institutions, Commercial Markets. The campaign used Sponsored Inmails to target senior insurance decision-makers within the financial institutions sector, with an introductory letter from Chris and an invitation to connect with him through LinkedIn. Display ads backed up the “connect” message with creative featuring Chris’s LinkedIn profile picture.
This innovative, personal approach drew a powerful response. Chris’s LinkedIn connections increased by more than 400 during the first three-months of the campaign, with display ads delivering click-through rates three times the LinkedIn average. This translated into a significant increase in qualified sales leads whilst building awareness and credibility for Zurich’s financial institutions offer. Zurich and LinkedIn are adapting the approach to promote thought leaders in other key insurance sectors such as healthcare and real estate.