Season 2 Episode 14
Leveraging Data to Improve Lead Quality in Insurance Marketing

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RESOURCES   ❯   The Marketing Rapport Podcast

Episode Summary

In this episode of The Marketing Rapport, Tim Finnigan talks with Jordan Yospe, Sr. Director of Marketing Channels at Integrity Marketing Group. They explore the intersection of data-driven strategies and creative marketing in the insurance industry.

Jordan shares insights on improving lead quality and communication with insurance agents. He emphasizes the importance of delivering the right message at the right time using data and technology. The conversation delves into the balance between creative aspects and technical implementation in marketing campaigns.

The discussion also touches on the future of InsureTech. Jordan highlights Integrity’s focus on enhancing insurance agent efficiency through advanced technology and data solutions. He explains how the company uses customer data platforms and marketing automation to provide personalized experiences for both agents and consumers in the insurance distribution process.

Guest-at-a-Glance

Key Insights

• Balancing Art and Science in Data-Driven Marketing
  Effective marketing in the insurance industry requires a delicate balance between creative messaging and data-driven strategies. This approach combines emotional stimuli with advanced technology to deliver personalized experiences. Marketers must craft compelling narratives while leveraging customer data platforms, marketing automation tools, and programmatic bidding. The goal is to create campaigns that resonate emotionally with consumers while using data to ensure messages reach the right audience at the right time. This balanced approach enables marketers to drive consumer intent across various channels, from traditional media to digital platforms, resulting in more effective and targeted marketing efforts.
• Improving Lead Quality Through Data and Technology
  Enhancing lead quality is crucial for insurance agents’ success. By utilizing proprietary lead
  scoring models and leveraging past performance data, companies can identify high-potential leads more effectively. This approach allows agents to prioritize their efforts on leads with a higher likelihood of conversion. Additionally, implementing compliance measures, such as TCPA guidance and proof of consent, ensures that leads are not only high-quality but also compliant with regulations. This data-driven approach to lead generation and management helps agents work more efficiently and focus their resources on the most promising opportunities.
• Empowering Insurance Agents with Technology
  The future of InsureTech lies in equipping agents with advanced tools and data to serve clients better. By providing agents with user-friendly technology platforms, companies can help them identify potential client needs proactively. For example, using proprietary models to alert agents about upcoming plan changes or disruptions in service allows them to engage clients at crucial moments. This technology-driven approach enhances the agent-client relationship, enabling more timely and relevant communications. By simplifying complex data and presenting it in an accessible format, InsureTech companies empower agents to make informed decisions and provide superior service to their clients.

Episode Highlights

The Role of Integrity Marketing Group in Insurance Distribution
Timestamp: [00:03:00 – 00:05:00]

Integrity Marketing Group operates as a national distributor of life, health, and wealth products. With approximately 200 partner companies across the country, Integrity serves consumers through hundreds of thousands of advisors and agents. The company’s unique position in the insurance space allows it to impact a wide range of clients, often without direct consumer recognition of the Integrity brand.

“We have collectively about 200 partners across the country that are Integrity-owned businesses that help service our end clients, which are the consumers. Across those 200 companies, we have hundreds of thousands of advisors and agents across the country that work with us. Our CEO likes to say we’re the biggest company you’ve never heard of.”

Communicating Effectively with Agents and Partners
Timestamp: [00:06:00 – 00:08:00]

Integrity Marketing Group prioritizes clear and effective communication with its agents and partners. The company focuses on delivering the right message to the right person at the right time, creating a sense of “surround sound” about important priorities. This approach leverages data and personalization to ensure that agents receive relevant and timely information.

“We’ve got an approach to it that they really appreciate. Our partners really appreciate their advisors and their agents really appreciate because it is very high quality, high touch and also personalized to them. Leveraging and using data so that we know how to get that right message to them in the right time in the right place.”

Combining Emotional and Data-Driven Marketing
Timestamp: [00:09:00 – 00:11:00]

Jordan Yospe discusses the importance of balancing emotional appeal with data-driven strategies in marketing. He emphasizes the need to create campaigns that evoke emotional responses while using technology and data to deliver messages effectively. This approach involves collaboration between creative teams and technical experts to optimize marketing efforts.

“It’s equal parts art and science in order to have that emotional connection. It’s equal parts.”

Evolving Marketing Strategies in the Digital Age
Timestamp: [00:10:00 – 00:12:00]

Jordan Yospe discusses how marketing strategies have evolved from traditional direct response methods to a more digital-first approach. This shift required the integration of enterprise solutions such as Customer Data Platforms (CDPs), marketing automation tools, and programmatic bidding. The transition aimed to adapt to changing consumer behaviors and preferences in receiving marketing messages.

“When I came into the agency prior to it being acquired by Integrity, it was primarily a direct response marketing agency that relied heavily on national television advertising and direct mail. We had to make the shift to help really transform the business to be a digital-first business and bring on enterprise solutions in CDP and marketing automation tools.”

Top Quotes

Jordan Yospe [00:03:00]: “We have collectively about 200 partners across the country that are Integrity-owned businesses that help service our end clients, which are the consumers. Across those 200 companies, we have hundreds of thousands of advisors and agents across the country that work with us. Our CEO likes to say we’re the biggest company you’ve never heard of.”

Jordan Yospe [00:18:00]: “Everyone is in a different stage of their evolution and how to use data. We have millions of data points at our disposition to leverage. We are very careful to ensure that we’re leveraging that in the best interest of our agents. We try to convey outwardly to our agents and their partners that we’re never going to do anything to step on their toes, but we want to help enable them to be more effective at working with their clients.”

Jordan Yospe [00:10:00]: “When I came into the agency prior to it being acquired by Integrity, it was primarily a direct response marketing agency that relied heavily on national television advertising and direct mail. We had to make the shift to help transform the business to be a digital first business and bring on enterprise solutions in CDP and marketing automation tools like Salesforce and programmatic bidding.”

Jordan Yospe [00:15:00]: “We’ve built proprietary models to tell our agents when one of their customers is about to be disrupted by a plan change of service. We in advance give them that buyer cue using some of our proprietary models and also relying on industry data to be able to alert them within our technology to the change that’s about to happen for their individual customers.”

Jordan Yospe [00:18:00]: “We leverage proprietary lead scoring models to indicate based on past performance. We know who’s enrolled, who’s chosen a plan, who’s actually applied. Let’s leverage that to help an agent prioritize a lead.”