In this episode, Kathryn speaks with Joshua Brost, VP of Marketing at Pie Insurance. They discuss managing dual B2B and B2C marketing strategies, highlighting key data metrics and innovative campaigns used to resurrect partners and retarget abandoned carts.
Guest Quote:
- “ We can acquire partners all we want. But eventually some subset of partners, and often not a small subset, go completely dormant. They stop sending business our way. And we wanted to figure out a way to understand, one, why are you not submitting business anymore? And then two, to resurrect the dead. And so we built this campaign that starts with an embedded survey in an email that gives them a very easy way to click, 'Hey, why have you stopped submitting business with us?' And then depending on that answer, they get put into unique content tracks to help get them active again. Including, uh, in, in certain tracks, uh, a meeting with our BD team to go over whatever concerns or whatever issues they've had.It's been running for, I'd say roughly a year and we've already generated over $3 million in premium from formerly dead agencies.”
Episode Breakdown:
[02:06] Alchemy Unveiled
When brand is done right, all boats rise: Brand attribution is challenging, but if you come into a company that hasn’t invested in brand, it is worth adjusting your strategy.
[16:57] From Nuggets to Campaign Gold
Resurrecting dead leads: When prospects go cold, you can find success in leveraging e-commerce strategies to retarget and re-engage.
[29:54] Gold Rush!
You can’t fake caring. Authenticity, and true investment in your customers is the only path forward.
Links & Resources:
Connect with Kathryn: https://www.linkedin.com/in/kathrynturnoff/
Connect with Joshua: https://www.linkedin.com/in/joshuabrost/
Learn more about Deluxe: https://www.deluxe.com/
Learn more about Pie Insurance: https://www.linkedin.com/company/pieinsurance/
Marketer's Alchemy Website: https://www.deluxe.com/resources/marketers-alchemy/
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