Why Marketing Automation is Useful for the Insurance Industry
Posted: Mon Jan 06, 2025 9:58 am
From what has been said so far about marketing automation, it is easy to understand why its features are of particular interest for the insurance sector .
On the one hand, in fact, the insurance sector is strongly – by its nature, more than other sectors – interested in profiling prospective users and customers based on their interests and behaviors, so as to immediately propose insurance policies and solutions tailored to the user's actual needs. For example, further down the line in the negotiation, it can make a big difference to know which products the user who requests a quote has viewed on the site, as well as knowing their date of birth or profession, so as to already know which integrations or collateral policies with a view to up-selling and cross-selling. On the other hand, since policies are products with a medium-long purchase cycle – the potential customer informs himself, evaluates the quotes, his actual needs, etc. – marketing automation allows you to develop a relationship with the customer and gradually lead him to the purchase .
The insurance sector, due to the nature of the products it deals with, requires a bosnia and herzegovina whatsapp resource relationship of trust between the agency and the insured that must be carefully cultivated. It is a sector where much more than in others it is essential to "educate" the customer, explaining the nature of the product and its usefulness, and where gentle persuasion is much more effective than hard selling. For these reasons, functions such as contact action tracking, profiling by interests and automated email flows are particularly interesting tools in the insurance sector.
Insurance Sector and Marketing Automation: Some Practical Examples
Profiling and lead generation
Let's proceed following an ideal order. When a person wants to take out an insurance policy , the first thing they do, nowadays, is go online to get information . In fact, as we have already had the opportunity to mention elsewhere , according to Pwc, 71% of people get information through digital channels before signing a contract with an insurance company . This basically means that they will go on search engines and - if a good SEO job has been done - that they will arrive on the company or agency website and start browsing the various policies, to get an idea of the offer.
On the one hand, in fact, the insurance sector is strongly – by its nature, more than other sectors – interested in profiling prospective users and customers based on their interests and behaviors, so as to immediately propose insurance policies and solutions tailored to the user's actual needs. For example, further down the line in the negotiation, it can make a big difference to know which products the user who requests a quote has viewed on the site, as well as knowing their date of birth or profession, so as to already know which integrations or collateral policies with a view to up-selling and cross-selling. On the other hand, since policies are products with a medium-long purchase cycle – the potential customer informs himself, evaluates the quotes, his actual needs, etc. – marketing automation allows you to develop a relationship with the customer and gradually lead him to the purchase .
The insurance sector, due to the nature of the products it deals with, requires a bosnia and herzegovina whatsapp resource relationship of trust between the agency and the insured that must be carefully cultivated. It is a sector where much more than in others it is essential to "educate" the customer, explaining the nature of the product and its usefulness, and where gentle persuasion is much more effective than hard selling. For these reasons, functions such as contact action tracking, profiling by interests and automated email flows are particularly interesting tools in the insurance sector.
Insurance Sector and Marketing Automation: Some Practical Examples
Profiling and lead generation
Let's proceed following an ideal order. When a person wants to take out an insurance policy , the first thing they do, nowadays, is go online to get information . In fact, as we have already had the opportunity to mention elsewhere , according to Pwc, 71% of people get information through digital channels before signing a contract with an insurance company . This basically means that they will go on search engines and - if a good SEO job has been done - that they will arrive on the company or agency website and start browsing the various policies, to get an idea of the offer.