Microsoft case study
Aim: to increase awareness of Microsoft’s blue-chip brand in the insurance space.
Ensure all activity is GDPR-compliant.
Increase awareness of digital transformation solutions in the business vertical of insurance.
Connect sales reps to CEOs and C-1 at enterprise insurers.
Deliver clear ROI from each activity, including demand-generation tactics.
Previous activity has included partner marketing with other organisations, but this showed very little ROI. The solution needs to move towards demonstrating digital transformation with clear deliverables.
Insurance Post understood the reason behind the digital transformation angle, but was keen to create something new that encouraged maximum engagement while still meeting expectations.
Microsoft consulted us and agreed to shift the angle to “how the culture of insurance impacts digital transformation”. Once the topic had been agreed, the best way to reach CEOs and C-1 technology, and business-line decision-makers was through webinars and roundtables. Not only would this give Microsoft the opportunity to be seen as a thought leader, but it would also receive brand awareness and lead generation. The webinar and roundtable are 100% GDPR-compliant, proving these solutions meet the set requirements.
The webinar and roundtable became two of the most successful tech discussions in 2018, creating very popular and well received content.
CEOs attended - Microsoft case study
‘heads of’ attended - microsoft case study
Top 20 of the top 50 insurers
webinar engagements - microsoft case study
webinar viewing time - microsoft case study
45-60 minutes average
Davies case study
Davies had seen a change in the market, which meant it wasn’t just insurers looking to appoint the firm, but brokers too. So it needed to understand the core challenges faced by brokers, such as the future of claims handling. It wanted an independent voice going out to the market that could gain insight on the overall UK insurance claims landscape.
Due to Insurance Post running the Claims Club for more than a decade, Davies was confident of this solution delivering a strong audience. At the time, the firm had a specific focus on brokers, and this package aligned well with what it was looking to get out of the BIBA annual conference and its aim of differentiating itself from other loss adjusters.
Davies wanted to position itself as a claims expert to the broker audience, to ultimately develop more business and conversations at BIBA.
To develop these conversations, it needed to gain insight into what brokers were currently doing and whether its thoughts were correct that more brokers were appointing claims companies.
To meet these objectives for Davies, Insurance Post offered:
A research survey to understand the core challenges that brokers were facing in terms of claims, gaining some insight for their own purposes.
Write-up of this research to create a white paper that would appear in the BIBA issue.
Publishing the white paper content on Insurance Hound to deliver potential sales leads back to the business-development team.
Four months after receiving the brief from Davies, Insurance Post’s, research, campaign-management and editorial teams delivered the following results:
Research was based on the views of some 100 broking firms, comprising large and medium-sized regionals, national and international brokers, and smaller (community) brokers. The brokers predominantly transacted commercial business, such as property, liability and commercial motor. Personal lines specialists made up about 10% of respondents.
From the survey results, a 1,000-word white paper was printed and delivered to Davies’ BIBA stand to assist its conversations at the event.
Insurance Post delivered a three-page write-up within the BIBA edition, with commentary from the broker market on the results.
The white paper write-up and content from Post were uploaded to Insurance Hound, delivering 140 downloads and 50 targeted leads for Davies.
Case study - Davies results - responses
Case study - Davies results - downloads
Case study - Davies results - targeted leads
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