Designing an integrated campaign that generates action and gets results - Pam Wilde, Worldwide.
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Designing an integrated campaign that generates action and gets results Consider what the elements of an integrated campaign are and how they fit together. As a case study I could talk about our Broker campaign which has won an award as campaign of the year (Broker) at the recent Marketing and PR awards run by Incisive media/Post magazine – a key trade media title in the insurance space.
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Designing an integrated campaign that generates action and gets results - Pam Wilde, Worldwide.
- 1. Confidential. © SSP Limited 2016. All rights reserved Powering the industry, empowering your business Integrated Campaign Marketing Pam Wilde, Marketing Director of SSP June 2016
- 2. Confidential. © SSP Limited 2016. All rights reserved >40% of UK brokers use SSP technology 8 of the top 10 UK insurers Introduction to SSP SSP has served the UK & international insurance industry for more than 30 years Halifax New Delhi Sydney SSP locations Johannesburg Colorado Dublin Aldershot Solihull Melbourne Auckland 60+ customers in Europe 25+ customers in North America 25+ customers in Africa 30+ customers in Asia-Pacific SSP deployments SSP presence >10m pa UK electronic policy transactions >£5.5bn GWP underwritten by UK insurer systems >£1.75bn quote calculations and 3.5m quotes daily 50,000 users across 50 countries 2
- 3. Confidential. © SSP Limited 2016. All rights reserved Best methods for creating relevant, personal content A combination – but which is the best combo? 0 1 2 3 4 5 6 Source: Gartner research on impact of different marketing activities Mean score out of 7
- 4. Confidential. © SSP Limited 2016. All rights reserved 4 Content overload There’s an elephant in the room … How to break through the noise with your communications? Create content that adds value, not noise.
- 5. Confidential. © SSP Limited 2016. All rights reserved 5 Creating value content to engage and encourage action Content to make people think and engage Content to encourage people take action Clear & simple messaging Power of networking 68% and 90% !?!
- 6. Confidential. © SSP Limited 2016. All rights reserved 6 Creating value content to engage and encourage action Think from an individual’s perspective Produce value content that addresses their needs and challenges Inside out approach - think what the customer needs - don’t push messages you want to send Be consistent – don’t try to say too much/send multiple messages Think about the buyer journey and what action you want them to take as a result of the content Relevant, well-written content wins
- 7. Confidential. © SSP Limited 2016. All rights reserved Create content to play to your strengths 7 Be clear on your overall objectives/outcomes – know where you are going Test and learn Measure and act Align your content to your capabilities and your priorities Define your value proposition Customer industry challenges e.g. Legacy system modernisation e.g. fraud Align capabilities and priorities e.g. core technology solutions e.g. SSP Verify pre-inception fraud solution and advanced analytics
- 8. Confidential. © SSP Limited 2016. All rights reserved 8 Integrating and distributing content Customer / market research Thought leadership content Press release – Media coverage Content Distributed Media Twitter / LinkedIn Website Blog / Articles Video / Webinar White papers Magazines (SSP Eye)
- 9. Confidential. © SSP Limited 2016. All rights reserved Thought leadership content: SSP commissioned Broker research ©SSP Limited 2014. All rights reserved. Phase 1 - Broker growth releases Phase 2 – fraud release Phase 3 – case study piece how software helped brokers grow/overcoming legacy challenges Positive feedback on SSP approach of doing on research
- 10. Confidential. © SSP Limited 2016. All rights reserved Thinking outside the campaign box ©SSP Limited 2014. All rights reserved. Engage, build preference Campaign Direct mailing & telemarketing Qualified lead Differentiated and sustained value content
- 11. Confidential. © SSP Limited 2016. All rights reserved Using content to engage customers & understand what incites action 11 Test and Learn Measure and act DEMOGRAPHIC SCORING Job Title Industry No. Employees Country Score Score Score Score C-level, CXO 7 Financial Adviser 5 0-9 1 Australia 5 Director of * 5 Insurer 5 10-99 1 New Zealand 5 Head of 4 Brokers 5 100-999 2 UK 5 MD 4 MGA/UMA 5 1000+ 3 USA 5 Manager 2 South Africa 5 Other 1 Africa 5 Carribean 5 BEHAVIOURAL SCORING Activity Score Content Score Data Quality Open email 2 Press releases 3 Field contains Score Clicks link an email 4 Articles 4 Common email domains -5 email unsubscribe -5 Blogs 4 Numbers in name or last name -20 Filled out Content Form 10 White papers 5 Filled out Contact us form 50 SSP Eye 4 Visited any page 0 Videos 5 Visit Microsite 10 Tweets 1 Visited Career Pages -10 Visited SSP for Brokers page 5 Visited SSP for Insurers page (Include territory versions) 5 Visited SSP for Financial Advisers page 5 Visited SSP for Underwriting agents page 5 Clicks link on a page 2 Clicks a video link 4 Downloaded Whitepaper 10 Inactivity 3 months -20 A lead (Behavior Score + Demographic Score) < 40, stays in Nurturing Inactivity 6 months (reset to 0) -40 A lead (Behavior Score + Demog Score) > 39, goes to Marketing to be sent to sales
- 12. Confidential. © SSP Limited 2016. All rights reserved 12 Recent engagement / Campaign Activity
- 13. Confidential. © SSP Limited 2016. All rights reserved Using content to engage customers 13 Who? 130 personal lines insurers (tiers 1-5) insurers What? white paper and blogs press briefings & releases – coverage events speaking – industry & SSP events roundtable, fraud summit DM/TM microsite call-to-action social media When? November 2015 – March 2016
- 14. Confidential. © SSP Limited 2016. All rights reserved Insurer: Select/IQH ‘Orchestral’ campaign 14 Customer benefits simply articulated
- 15. Confidential. © SSP Limited 2016. All rights reserved Adviser: ‘Operation: SSP adviser’ campaign 15 Who? 362 IFAs & Wealth Management organisations What? white paper revisit, video reuse, SSP Eye article, SJP case study press releases and commentary direct mail, emails and telemarketing microsite call-to-action social media When? November 2015 – March 2016
- 16. Confidential. © SSP Limited 2016. All rights reserved Insurer: ‘Measure Up’ campaign 16 Who? Commercial lines tier 4 & 5 insurers and MGAs Where? Europe and Australia What? 4 white papers, SSP Eye article press coverage and expert view articles direct mails, emails and telemarketing SSP event, speaking award submissions When? June 2014 – August 2015
- 17. Confidential. © SSP Limited 2016. All rights reserved Insurer: ‘Measure Up’ campaign 17 Target universe : 160 organisations / 750 contacts MQLs generated : 84 Rev. opportunities : £1,275,000.00 RESULTS - UK Target universe : 85 organisations MQLs generated : 20 Rev. opportunities : £1,158,748.56 RESULTS – ASIA PACIFIC
- 18. Confidential. © SSP Limited 2016. All rights reserved Confidentiality Statement SSP Limited has prepared this document in good faith. Many factors outside SSP Limited’s current knowledge or control may affect the recipient’s needs and project plans. Errors in the document will be corrected once discovered by SSP Limited. The responsibility lies with the recipient to evaluate the document for applicability. The information in this documentation is proprietary, confidential and an unpublished work and is provided upon recipient’s covenant to keep such information confidential. Personal Data supplied in this document may not be used for any purpose other than for which it was supplied. Personal Data may not be transferred to other parties without prior consent of SSP Limited. In no event may this information be supplied to third parties without SSP Limited’s prior written consent. The following notice shall be reproduced on any copies permitted to be made © SSP Limited 2016. All rights reserved. 18
Editor's Notes
- 68% decisions made before put head above the parapet/aware (Gartner) 90% buying process done before business makes a sales call (Forrester) 68% of decisions are made under the radar – buyers source original info and intell early on in DMP - relevant, well-written content wins. Consider influencers and their network.
- 68% decisions made before put head above the parapet/aware (Gartner) 90% buying process done before business makes a sales call (Forrester)
- Content options – integrating multiple tools – talk to recipients in their preferred way Think outside traditional campaign activity Drive traffic through SEO keywords, social media activity, PPC and Google. Value content: Videos Webinars Press coverage Speaking Roundtables POV articles and blogs White papers Publications e.g. SSP Eye Social content e.g. twitter Demographic and behavioural scoring
- Integrate offline and digital content – digital isn’t the only answer
- Speaking e.g. Broker technology CLs focus event Campaign Name: ‘Measure Up’ Why we deserve to win (100) To facilitate an integrated, content-driven campaign, SSP undertook its own research and produced four white papers based around the market issues currently faced by our target audience. These papers considered different themes including the changes to the distribution landscape, myths of integrated e-trading, driving innovation in commercial lines and enhancing risk insight and pricing with data enrichment. We produced a true multi-channel campaign that provided multiple ways to engage our audience. Reaching across the UK and Europe, the campaign surpassed targets and built consistent engagement over a long nurturing cycle, working to solidify SSP's domain expertise within the market. (99) Why we undertook the campaign (250) The insurance market is now highly competitive, driven by price, and at constant threat of disruption from new, more agile, market entrants. With the embedding of aggregators primarily across personal lines and to a lesser extent, the emergence of e–trading options in SME commercial lines, this downward price pressure is set to remain through increasing commoditisation. So to survive this, insurance businesses need to engage consumers and reinforce relationships by continually offering innovative products and unprecedented access to services via multiple channels, 24-hours a day. While the world of IT is undergoing a massive transformation that has taken the personal lines market by storm, the world of commercial lines insurance is yet to realise the full potential of this digital revolution. Furthermore, with sluggish growth predicted across the commercial lines market going into 2016, these increases are not significant enough to cause the market to harden, so commercial lines insurers will continue to face a challenging time as they seek to maintain profitable growth. SSP therefore had an opportunity to create interest and engagement with the commercial lines insurance market to encourage them to take action. This called for a compelling, integrated campaign that addressed key industry concerns to help overcome this inherent resistance towards change. Highlighting SSP’s credentials as a credible, accessible partner whilst showcasing our capabilities to help compete and grow in this challenging market, we needed to illustrate how SSP can help them compete more effectively and meet customer expectations. (244) Details of the campaign (250) SSP developed a content-driven campaign called ‘Measure Up’ with the primary objective to create awareness of SSP’s commercial lines solutions and generate business opportunities for our commercial lines insurer division. The campaign targeted UK lower and mid-tier commercial lines insurers and managing general agents (MGA’s) with a theme centred on ‘achieving profitable growth in commercial lines insurance'. Within this, we posed the question ‘how does your current software provider measure up against SSP?’ The campaign ran in two phases from September 2014 to August 2015 and had a total budget spend of £35,474.88. In phase one, contacts were sent a call-to-action direct mailer in the form of a ‘growth chart’ highlighting SSP’s key credentials. This mailer was then followed-up by a co-ordinated release of the four white paper reports on our SSP Knowledge Hub (http://content.ssp-worldwide.com/) and promoted through eComms (see page 3 of supporting document). Within phase two, hard-copy report packs were distributed to priority targets that hadn’t yet responded to the campaign. Sustained telemarketing activity took place throughout both phases, and a variety of communication channels were used to distribute and further amplify our thought-leadership content. In addition to the hardcopy and eComm touchpoints, press coverage was secured with industry media and digital channels, as well as social media engagements via LinkedIn and Twitter (see page 4 of supporting document). The campaign concluded with an event held in collaboration with the Managing General Agents’ Association (MGAA), where the white paper contents was debated with senior decision-makers and influencers. (249) Results/impact of the campaign (250) The sales and marketing teams worked together to build a target database of 160 organisations, segmented into five distinct groups and totalling 750 senior management contacts with either decision-making powers or the power to influence. The goal was to generate 16 Marketing Qualified Leads (MQLs) or a 10% conversion on organisation numbers. The overall campaign generated an astounding 84 MQLs, representing a 52.5% conversion rate across target organisations and an 11.2% conversion across contacts, exceeding the lead generation target of 16 MQLs. With a total campaign expenditure of £35,474.88, the cost per MQL equated to £422.32. This has created a lucrative sales pipeline of opportunities to achieve business revenue targets across commercial lines insurance. The revenue opportunities for SSP to date are £1,275,000.00 and these opportunities are currently progressing through our sales cycle. Based on these open revenue opportunities, the ROI is 3,495% (see page 5 of supporting document). As we work closely with the main trade publications, Insurance Times and Post magazine, we were also able to secure press coverage as a result of the white paper launches, to further reinforce the content used throughout the campaign and position SSP as trusted domain experts. Additionally, the campaign messaging and assets were repurposed to support the SSP Asia Pacific territory sales team where the insurance market are experiencing similar challenges. The campaign achieved 20 MQLs across a target market of 85 organisations and these opportunities have to date attracted £1,158,748.56 revenue potential for the business. (245) Testimonials (200) "I was looking to create interest and engagement, and encourage organisations operating in an industry traditionally reluctant to change to take action. It was clear that as part of the campaign, SSP had to give a compelling reason for change while reassuring the target market that we have proven experience and capabilities to simplify the transition. As the campaign objectives were to attract new customers to SSP, it was key the campaign accelerated their purchase intent and made them address the inevitable more positively. Positioning SSP as a credible, quantifiable and accessible partner was key to this. The campaign took a considered approach to building engagement over an extended period. By drip-feeding value content and insight across multiple channels, it reinforced the messaging through several touchpoints and formats in recognition that technology purchasing decisions aren’t taken lightly. I was delighted with the campaign results, as it clearly superseded its lead generation, revenue value and recall targets. I am a strong advocate of B2B marketing and feel overall the Measure Up campaign demonstrated how it can be both innovative and compelling." Pam Wilde, Marketing Director (180)