This document summarizes a webcast about how commercial insurance clients and agents are increasingly relying on digital and social media sources like LinkedIn. It found that over 90% of clients use an agent for purchases and communicate with them regularly. Both clients and agents increasingly turn to LinkedIn and other online sources to research the industry, find new prospects, and stay updated. Over 40% of agents on LinkedIn have found a new client through the platform. The webcast provided best practices for insurance professionals to build their LinkedIn profile and network, engage clients with relevant content, and establish themselves as influencers.
Sydney Tech Breakfast: Presenting the Social Bridge to the IT CommitteeLinkedIn
New Australian research from LinkedIn, Starcom MediaVest Group, and comScore about social and the technology vertical. As presented by Mike Weir, LinkedIn Global Head of Technology at the Tech Breakfast in Sydney on October 2nd.
To learn how IT marketers can use social media to build relationships, foster trust, and drive business with the IT Committee, LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork.
The Social Bridge to the IT Committee Australian ResearchLinkedIn
To learn how social media can build relationships, foster trust, and drive business with the IT Committee, LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork and found that traditional lead generation methods are no longer effective. View this new research from Australia.
Insurance Distribution Conference, 17th Jan 2008Mahavir Chopra
The Presentation was rolled in at the Insurance Distribution Conference at ITC Grand Maratha Sheraton. The presentation provides a detailed note and road map to the beginning of a multi-layered online Insurance distribution channel in India.
Sydney Tech Breakfast: Presenting the Social Bridge to the IT CommitteeLinkedIn
New Australian research from LinkedIn, Starcom MediaVest Group, and comScore about social and the technology vertical. As presented by Mike Weir, LinkedIn Global Head of Technology at the Tech Breakfast in Sydney on October 2nd.
To learn how IT marketers can use social media to build relationships, foster trust, and drive business with the IT Committee, LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork.
The Social Bridge to the IT Committee Australian ResearchLinkedIn
To learn how social media can build relationships, foster trust, and drive business with the IT Committee, LinkedIn partnered with comScore, Starcom MediaVest Group, and Mashwork and found that traditional lead generation methods are no longer effective. View this new research from Australia.
Insurance Distribution Conference, 17th Jan 2008Mahavir Chopra
The Presentation was rolled in at the Insurance Distribution Conference at ITC Grand Maratha Sheraton. The presentation provides a detailed note and road map to the beginning of a multi-layered online Insurance distribution channel in India.
Fintech Data: Unpacking Digital Wealth Advice ComponentsJosh Book
Customer focused digital wealth syndicated research overview uses innovative data products and executive level financial services experience to deliver leading data driven insights to help firms make choices.
Understand the LinkedIn audience in India- their professional background, usage of LinkedIn to consume content and their interest in travel and financial information
Data breaches and theft of user information can do crippling damage to a digital media company. Creating an effective cybersecurity program is a critical step.
Did you know that 4 out of 5 IT decision makers use social networks for business purposes? In fact, 73% of them have engaged with a vendor on social. Hear more about the pervasive impact of social on IT purchasing and what marketers must do to adapt, in this groundbreaking study by LinkedIn and Forrester.
Etude PwC "Insurance 2020" : dommage et digital (2014)PwC France
http://bit.ly/AssuranceEnLigne
Pour les compagnies d’assurance, multiplier les échanges numériques avec les clients est un élément essentiel pour les fidéliser et se différencier des concurrents. C’est ce que révèle le rapport de PwC "Insurance 2020: The digital prize – Taking customer connection to a new level". Le cabinet d’audit et de conseil a interrogé plus de 9 000 consommateurs dans le monde, dont 500 français.
Australian Healthcare Professionals on LinkedInLinkedIn
LinkedIn Talent Solutions recently analysed its Australian healthcare members to identify where to find talent, who the top employers are and what healthcare professionals are interested in on LinkedIn.
This infographic presents a summary of the key findings of LinkedIn's Australian Healthcare Professionals Report.
Linkedin the Social Bridge to the IT CommitteeJill Sida
Social media is not just for connecting with peers. The IT Committee actively seeks insights and conversations with vendors on social media.
•2 in 3 are open to connecting with a new vendor.
•3 in 4 are ready to have a conversation with a new vendor on social media.
Trust drives brand perception, and the IT Committee trust LinkedIn more than other websites to receive information relevant to their IT decisions.
The IT Committee are >50% more likely to engage with their vendors on LinkedIn than on other social networks.
Connected Techies: Why LinkedIn Members Make a Premium Audience for Consumer ...LinkedIn
Research shows that LinkedIn members are much more likely to own and spend more on consumer tech devices. Find out why in this new research from Ipsos.
Innovative marketing in commercial insuranceLinkedIn
David May, CMO, AIG
Michael Lock, President, Hearsay Social
Elliott Bundy, Chief Communications & Marketing Officer, XL Group plc
Emily Friedman, Senior Research Consultant, LinkedIn
A distinguished panel of marketing experts will discuss groundbreaking new research on the rising influence of digital media in the commercial insurance industry. Understand the types of information, sources, and channels used to inform decision-making at key touch points in the commercial insurance buying process.
Fintech Data: Unpacking Digital Wealth Advice ComponentsJosh Book
Customer focused digital wealth syndicated research overview uses innovative data products and executive level financial services experience to deliver leading data driven insights to help firms make choices.
Understand the LinkedIn audience in India- their professional background, usage of LinkedIn to consume content and their interest in travel and financial information
Data breaches and theft of user information can do crippling damage to a digital media company. Creating an effective cybersecurity program is a critical step.
Did you know that 4 out of 5 IT decision makers use social networks for business purposes? In fact, 73% of them have engaged with a vendor on social. Hear more about the pervasive impact of social on IT purchasing and what marketers must do to adapt, in this groundbreaking study by LinkedIn and Forrester.
Etude PwC "Insurance 2020" : dommage et digital (2014)PwC France
http://bit.ly/AssuranceEnLigne
Pour les compagnies d’assurance, multiplier les échanges numériques avec les clients est un élément essentiel pour les fidéliser et se différencier des concurrents. C’est ce que révèle le rapport de PwC "Insurance 2020: The digital prize – Taking customer connection to a new level". Le cabinet d’audit et de conseil a interrogé plus de 9 000 consommateurs dans le monde, dont 500 français.
Australian Healthcare Professionals on LinkedInLinkedIn
LinkedIn Talent Solutions recently analysed its Australian healthcare members to identify where to find talent, who the top employers are and what healthcare professionals are interested in on LinkedIn.
This infographic presents a summary of the key findings of LinkedIn's Australian Healthcare Professionals Report.
Linkedin the Social Bridge to the IT CommitteeJill Sida
Social media is not just for connecting with peers. The IT Committee actively seeks insights and conversations with vendors on social media.
•2 in 3 are open to connecting with a new vendor.
•3 in 4 are ready to have a conversation with a new vendor on social media.
Trust drives brand perception, and the IT Committee trust LinkedIn more than other websites to receive information relevant to their IT decisions.
The IT Committee are >50% more likely to engage with their vendors on LinkedIn than on other social networks.
Connected Techies: Why LinkedIn Members Make a Premium Audience for Consumer ...LinkedIn
Research shows that LinkedIn members are much more likely to own and spend more on consumer tech devices. Find out why in this new research from Ipsos.
Innovative marketing in commercial insuranceLinkedIn
David May, CMO, AIG
Michael Lock, President, Hearsay Social
Elliott Bundy, Chief Communications & Marketing Officer, XL Group plc
Emily Friedman, Senior Research Consultant, LinkedIn
A distinguished panel of marketing experts will discuss groundbreaking new research on the rising influence of digital media in the commercial insurance industry. Understand the types of information, sources, and channels used to inform decision-making at key touch points in the commercial insurance buying process.
For Commercial Insurance producers who embrace social media it can unlock a competitive advantage. As we enter a new era where social media is changing the way business is done, platforms like LinkedIn can help effectively identify and engage new clients.
Joel Stanley and Brian Nichols from AssuredPartners Inc. and Kevin Beaudette from LinkedIn Sales Solutions discuss:
• Strategies in using social media to prospect and engage clients in the Commercial Insurance sector
• How AssuredPartners Inc. has embraced social and use LinkedIn Sales Navigator to drive revenue
• An overview of LinkedIn Sales Navigator
How to Engage SMBs with Content on Social Media – WebinarLinkedIn
Are you a finance marketer looking to reach small and medium-sized businesses (SMBs)? Learn how you can engage them on social media. We will reveal our latest research with TNS, "Priming the Economic Engine," where you'll learn:
-- What content SMBs are actively searching for on social media
-- How SMBs are using social media to inform finance-related decisions
-- Best practices for finance marketers to impact SMB's decision making
Use the information in this SlideShare presentation to start building relationships with these high-growth companies.
Global Insurance industry insights - DigitantDigitant
Digitant Insights:
Check out global insurance industry insights, with trending technologies in Insurance and marketing of its services. Visits us for Digital Marketing Consusting Services in Insurance
2019 Accenture Global Financial Services Consumer Study: Summaryaccenture
Who are banking and insurance consumers, and what do they value? View a summary of our Global Financial Services Consumer Study and take a look at the 2019 consumer personas. Download our report to learn more: https://accntu.re/2F9sPFS
Accenture's study finds consumers ready to trade their data for personalization, but this appetite varies across four banking and insurance personas. Read more.
Can Web 2.0 positively impact Insurance organizations? A recent blogpost on the Buzz Machine says “no”:
“I think our relationship with an Insurance company is necessarily adversarial and one of mutual mistrust...I can't see any way that I'm going to see insurance as a social experience."
But Ori Fishler, Director of Internet Commerce for Edgewater Technology, will demystify the concept of Web 2.0 as simply a social blog spot by highlighting features that provide tremendous potential for insurance organizations, such as Mashups.
The future of insurance distribution: New models for a digital customerAccenture Insurance
This report argues that incumbents need to embrace digital disruption, form partnerships and adopt innovative technologies to improve customer engagement and create new opportunities for growth. It introduces five new distribution models that insurers should consider, as well as six ‘lenses’ through which they can be evaluated.
Your insurance clients know that far-sighted players are already confronting the future of insurance distribution. Use this report to help them assess their options.
Who are today's most attractive insurance customers? Insurance communicators and marketers have an ever-growing range of tools at their disposal. What works for one target segment may repel the next. Even the same customer may need to be managed differently depending on the nature of the insurance product and the customer's immediate situation. A look at how insurance marketers can combine a better understanding of today’s customer attitude profiles with data, technology, branding and diverse communications channels to build compelling and consistent brand engagement with customers and prospects.
Knowing your customer is crucial in any sector, but in insurance, due to the reduced number of interactions and product complexity, it is even more critical. See how an insurance carrier should embrace technology to address the different channels and “actors.” Is the end-customer of an insurance company its only and truly customer? Find out more with Eduardo Romano, Insurance Director at Everis and former CIO of Liberty Seguros.
Better LinkedIn Campaign Planning - Return to Growth 2021LinkedIn
Laying groundwork for B2B ad campaigns can be difficult, but doesn’t need to be. Make it easy with this simple template for LinkedIn campaign planning.
This slide deck reveals how one buying committee (at a startup called Relativity Space) prefers to work with salespeople. It's great insight into how all salespeople should be connecting with prospects and customers.
A Brief History of LinkedIn Sales NavigatorLinkedIn
LinkedIn Sales Navigator launched as a standalone product in 2014. Here are the highlights of the product's evolution and how it helps more sales professionals every day.
A Brief History of LinkedIn Sales Navigator LinkedIn
LinkedIn officially introduced Sales Navigator on July 31, 2014. In the five years since its launch, the product has become indispensable for sales teams. This timeline tracks the biggest milestones in Sales Navigator's development.
LinkedIn Pages: New Features to Drive Organic Growth on LinkedInLinkedIn
At LinkedIn, we’re driven by one mission: to create economic opportunity for every member of the global workforce. To do this, we’re helping organizations big and small grow their professional community through their LinkedIn Page, leading to more revenue, more jobs, and more people #inittogether to change the world.
Join us to learn about the newest Pages features (such as Communities Hashtags, Content Suggestions, and Invite to Follow) and our best tips for making the most of your Page. You’ll get actionable advice on how to complete your Page for 30% more page views, how to post content that drives 2x the engagement, and tried-and-true strategies for growing your followers.
As the way we communicate continues to shift toward being faster and more conversational, it’s important that advertisers adopt this style of communicating to make sure their messaging is heard.
Learn about trends in the messaging space and how LinkedIn can help you drive success with Sponsored InMail.
Mastering Lead Gen Forms for Higher EducationLinkedIn
Lead Gen Forms are one of the most impactful performance marketing products for universities looking to drive quality students on LinkedIn. To make sure you’re getting the most out of your campaigns, we’ve developed valuable best practices after working with successful universities on our platform.
In an ongoing effort to make creating campaigns on LinkedIn easier for everyday marketers, we've redesigned campaign manager to lead with objectives. Learn what's changing and hands-on tips for creating campaigns in the new experience.
Five Steps for Supercharging Your Economic Development Marketing in 2019 LinkedIn
The LinkedIn platform presents an enormous opportunity for economic development marketers. Learn a simple, five-step process on how to get started with LinkedIn in 2019.
Five Steps for Supercharging Your Economic Development Marketing in 2019LinkedIn
The LinkedIn platform presents an enormous opportunity for economic development marketers. Learn a simple, five step process on how to get started with LinkedIn in 2019.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. 2
Today’s Speakers
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
Emily Friedman
Research Consultant
LinkedIn
John H Bell
VP Enterprise Digital Marketing
Travelers
Chris Keneally
Enterprise Account Executive
LinkedIn
3. 3
Methodology
Producers
Independent or Captive Brokers/
Agents selling at least one line of
commercial insurance or
employee benefits
Survey
Online survey fielded via
LinkedIn platform from
December 11 – 23, 2014
Sample
477 commercial insurance
clients and 297 commercial
insurance producers (all on
LinkedIn, based in the U.S.)
Clients
Decision-makers or influencers
for commercial insurance or
employee benefits at their
organization
4. 4
Key Findings
Intermediaries play a central
role in the commercial
insurance ecosystem
• Nine in 10 clients use an
agent/broker for their
commercial purchases
• 43% receive at least
weekly communication
from their agent/broker
Clients increasingly rely on
digital & social sources to
discover and validate info
• More than 3 in 4 rely on
professional networks;
about half plan to increase
reliance
• Clients are primarily
looking for industry
perspectives and potential
agents/brokers
Agents/brokers also rely on
digital & social sources to
build their business
• Nine in 10 rely on
professional networks;
three-fifths plan to increase
reliance
• Agents/brokers are mainly
prospecting for clients and
differentiating their brand
Commercial insurance
professionals drive tangible
results through LinkedIn
• 43 percent of agents/
brokers on LinkedIn have
found a new client through
the platform
• 23 percent of clients on
LinkedIn have been
influenced to work with an
agent/broker
6. % of clients responsible for each line (Top 10)
Commercial Insurance decision-makers & influencers (clients) are
responsible for a wide range of organizational liabilities
6
Employee Benefits
61%
Workers Compensation
53%
Commercial Property
46%
Commercial Casualty
43%
Errors & Omissions Liability
39%
Professional Liability
39%
Directors & Officers Liability
34%
Commercial Auto
40%
Cyber Liability
26%
Marine/Inland Marine
20%
Base: U.S. Commercial Insurance decision-makers and influencers at small, medium, and enterprise companies on LinkedIn
7. Commercial Insurance decision-makers & influencers (clients) are
responsible for a wide range of organizational liabilities
7
1 to 3 lines 47%
4 to 6 lines 19%
7 to 9 lines 16%
10+ lines 18%
Median 4 lines
Base: U.S. Commercial Insurance decision-makers and influencers at small, medium, and enterprise companies on LinkedIn
Employee Benefits
61%
Employee Benefits
61%
8. 68%
67%
65%
65%
53%
64%
61%
59%
58%
56%
54%
16%
26%
11%
9%
25%
1%
1%
0%
3%
1%
0%
8
Commercial Insurance agents/brokers offer numerous lines of coverage
for their clients, with certain lines often core to their business
% who sell each line% who consider line their primary business
Top commercial line sold by brokers and agents
Lines
(median)
11
Commercial property
Commercial casualty
Workers compensation
Commercial auto
Employee benefits
Excess liability
Professional liability
Errors and Omissions liability
Directors and Officers liability
Cyber liability
Marine/Inland marine
High %
9. 9
Most commercial insurance clients work with an agent/broker for their
purchases and communicate with them regularly
Base: U.S. Commercial Insurance decision-makers and influencers at small, medium, and enterprise companies on LinkedIn who work with a broker/agent on at least some purchases
clients on LinkedIn use an agent/broker for
at least some purchases (NET)9in 10
10. Most commercial insurance clients work with an agent/broker for their
purchases and communicate with them regularly
Base: U.S. Commercial Insurance decision-makers and influencers at small, medium, and enterprise companies on LinkedIn who work with a broker/agent on at least some purchases
of clients who use an
agent/broker hear from
them at least weekly
43%
are satisfied with that level of communication
93%
% who hear weekly by company size
Enterprise 54%
Medium 44%
Small 29%
10
11. Even with intermediaries to consult, clients increasingly turn
to digital sources for their own research
12. More than three in four commercial insurance clients rely on professional
networks for information relevant to their roles
12 Base: U.S. Commercial Insurance decision-makers and influencers at small, medium, and enterprise companies on LinkedIn
82%
77%
76%
49%
42%
Insurance Carrier Domains
Professional Networks
Online Insurance Trade Publications
Online Insurance Consulting Resources
Social Networks
Rely on each source
(to any extent)
Plan to increase reliance on each source
(among those who currently use)
30%
42%
27%
28%
38%
Extent that clients have relied on digital for discovery, consideration, and/or validation pertaining to commercial insurance
13. Agents/brokers are also turning to digital sources to inform their roles, and most
expect to increase their reliance on professional networks
13 Base: U.S. Commercial Insurance producers (Captive and independent brokers and agents) on LinkedIn
Rely on each source
(to any extent)
Plan to increase reliance on each source
(among those who currently use)
91%
88%
86%
54%
53%
Insurance Carrier Domains
Professional Networks
Online Insurance Trade Publications
Online Insurance Consulting Resources
Social Networks
32%
59%
32%
31%
48%
Extent that agents/brokers have relied on digital for discovery, consideration, and/or validation pertaining to commercial
insurance
15. 61%
56%
47%
45%
38%
37%
37%
35%
34%
34%
34%
30%
21%
57%
54%
45%
42%
36%
34%
34%
32%
32%
32%
31%
28%
18%
Seek commentary or perspectives on industry topics
Check credentials of a prospective broker/agent
Identify prospective brokers/agents to work with
Stay up-to-date with company risks
Learn about emerging liabilities
Stay up-to-date on core coverage issues
Seek relevant content from agencies/brokers
Stay up-to-date with insurance market conditions/rates
Communicate with prospective broker/agent
Seek advice/perspectives on risk strategies
Seek information about an insurance carrier(s)
Communicate with current broker/agent
Research insurance policies or products
Clients who turn to social media – and LinkedIn in particular – are seeking
perspectives on industry topics and vetting agents/brokers
Purposes for using a social and/or professional network (among all clients)
Net: use at least 1 social network Use LinkedIn for this purpose
15 Base: U.S. Commercial Insurance decision-makers and influencers at small, medium, and enterprise companies on LinkedIn
16. 16
“LinkedIn is…instrumental in my ability
to leverage my network to find the best
carriers and brokers for my needs.”
- Commercial Insurance Client on LinkedIn
17. One-quarter of clients on LinkedIn have learned something from the platform that
has influenced a decision to work with an agent/broker
17 Base: U.S. Commercial Insurance decision-makers and influencers at small, medium, and enterprise companies on LinkedIn
Clients at small companies are especially likely to have learned
something on LinkedIn that has influenced their decision to work
with an agent/broker.
All Clients Small Medium Enterprise
Allowed me to learn more about an agent/broker 48% 50% 51% 44%
Influenced a decision to work with a particular agent/broker 23% 34% 19% 19%
Influenced a decision to work with a particular carrier 15% 13% 14% 18%
18. 89%
78%
62%
59%
55%
55%
55%
52%
51%
46%
39%
39%
29%
89%
77%
61%
57%
52%
52%
52%
48%
48%
44%
37%
38%
28%
Among agents/brokers on LinkedIn, more than half use the platform to identify
prospects, while nearly as many share content & perspectives
Purposes for using a social and/or professional network (among all agents/brokers)
List my credentials and/or areas of expertise
Stay up-to-date on companies or executives
Due diligence on potential clients
Identify prospects
Stay up-to-date on risks relevant to clients or prospects
Facilitate “warm leads”
Communicate with prospective clients
Share content that is relevant to clients/prospects
Post commentary or perspectives on industry topics
Share advice/perspective on risk strategies
Stay up-to-date with insurance market conditions/rates
Seek information about an insurance carrier(s)
Stay up-to-date on insurance policies or products
18 Base: U.S. Commercial Insurance producers (Captive and independent brokers and agents) on LinkedIn
Net: use at least 1 social network Use LinkedIn for this purpose
19. Agents/brokers who use LinkedIn have generated new business through their use
of the platform
19 Base: U.S. Commercial Insurance producers (Captive and independent brokers and agents) on LinkedIn
Among brokers/agents who have used LinkedIn to identify prospects: (Top 5)
Identified key influencers
and decision-makers
52%
Generated an
opportunity
43%
Asked for an intro/
referral
42%
Found a new
potential client
43%
Secured a
meeting
31%
20. “I've found the most success using LinkedIn to research
prospects. I've had prospects review my profile, which highlights
education, prior experience and writing, all of which enable me to
distinguish myself from other brokers.”
- Independent broker
“LinkedIn has afforded chance for warm introductions. Specifically, I had
a prospect that would have been a cold call, however, I discovered they
were linked to 2 of my connections.”
- Independent broker
20
21. 21
Today’s Speakers
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
Emily Friedman
Research Consultant
LinkedIn
John H Bell
VP Enterprise Digital Marketing
Travelers
Chris Keneally
Enterprise Account Executive
LinkedIn
22. Best Practices
22
Build out your profile
Clients use LinkedIn to check the credentials of potential agents/brokers, so boost visibility with
embedded keywords, up-to-date credentials, and areas of expertise.
Grow your network
Facilitate “warm leads” by connecting with a broad range of contacts on LinkedIn – from potential and
existing clients to colleagues and peers.
Engage your clients with the content they seek
At least weekly, share content on LinkedIn that provides value – ie. company news, articles, industry
trends. Sponsor the content to extend your reach beyond your Followers.
Establish yourself as an influencer
Demonstrate your expertise by publishing long-form content to deep dive on topics that matter to you
and your business – such as industry commentary, company risks, and emerging liabilities.