Integrated & Full Funnel Marketing
Deliver cohesive, consistent content across channels
Integrated Marketing is an approach to creating a unified and seamless experience for customers to interact with a brand. Relying heavily on storytelling, content and brand identity, it unifies a company’s messaging and communications across all relevant channels. The strategy takes into account the different tactics for success in each and develops a comprehensive plan for maximum impact in the most cohesive, consistent, continuous and complementary way.
Who said insurance needs to be boring?
Not the marketing team under my leadership at EIS, a global software company serving the enterprise insurance industry! Our educational ebook, A Greenfield Field Guide for Insurers, shared important information on this industry trend in a clever, captivating, and fun way. It was our first attempt at breaking out of the doldrums of traditional insurance marketing and set the course for a fresh, new approach.
In the Fall of 2019, we developed an integrated marketing campaign on the topic of Greenfield. (Greenfield is an initiative undertaken by some traditional insurance carriers to develop a totally new standalone environment without the constraints of legacy systems. This approach enables innovation to happen quickly and freely to address previously unmet customer needs.)
The centerpiece of the campaign was the eBook: "A Greenfield Field Guide for Insurers".
This thought leadership piece was pitched and picked up by industry publications resulting in a content syndicated commentary. It was gated on our website, and promoted via social, paid, and earned media. It was shared with customers and prospects via email. And its content was and still is the basis for bylines, blogs, videos, and webinars to reach a global audience. Here are a few examples of our efforts:
Tailor messaging to align with the customer journey
Full-Funnel Marketing deploys tailored messaging at each stage of the customer journey, from awareness through loyalty, to nurture positive engagement and foster relationship building.
This campaign incorporated account-based marketing (ABM), retargeting, personalization, expanded social content, and increased paid media spend with the Google ad network and LinkedIn, to successfully boost impressions, increase web traffic and social engagement, and generate lead form-fills.
And by implementing advanced content management technology on our website, we were able to change our approach to content marketing to elevate and personalize the customer content experience to better support the customer journey.