Designing an integrated campaign that generates action and gets results - Pam Wilde, Worldwide

Confidential. © SSP Limited 2016. All rights reserved

Powering the industry, empowering your business

Integrated Campaign MarketingPam Wilde, Marketing Director of SSPJune 2016

Confidential. © SSP Limited 2016. All rights reserved 2

>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

SydneySSP locations

Johannesburg

Colorado

DublinAldershot

Solihull

Melbourne Auckland

60+ customers in

Europe

25+

customers in North America 25+

customers in Africa

30+ customers in Asia-Pacific

SSP deploymentsSSP 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


Best methods for creating relevant, personal content

A combination – but which is the best combo?

Direct

interaction

References

Events

(f2f, v

irtual)

white papers

sales presentations

communities/f

orums

websites

marketing lit

erature

press article

s

advertisin

g

socia

l media

0123456

Source: Gartner research on impact of different marketing activitiesMean score out of 7


Content overloadThere’s an elephant in the room …

How to break through the noise with your communications?

Create content that adds value, not noise.


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% !?!


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


Create content to play to your strengths

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


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)


Thought leadership content: SSP commissioned Broker research

©SSP Limited 2014. All rights reserved.

Phase 1 - Broker growth releasesPhase 2 – fraud releasePhase 3 – case study piece how software helped brokers grow/overcoming legacy challenges

Positive feedback on SSP approach of doing on research


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


Using content to engage customers & understand what incites action

Test and LearnMeasure 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 QualityOpen 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 NurturingInactivity 6 months (reset to 0) -40 A lead (Behavior Score + Demog Score) > 39, goes to Marketing to be sent to sales


Recent engagement / Campaign Activity


Using content to engage customers

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


Insurer: Select/IQH ‘Orchestral’ campaign

Customer benefits simply articulated


Adviser: ‘Operation: SSP adviser’ campaign

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


Insurer: ‘Measure Up’ campaign

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 telemarketingSSP event, speaking

award submissions

When? June 2014 – August 2015


Insurer: ‘Measure Up’ campaign

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


Confidentiality StatementSSP 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.

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