NJMs goal was to increase premiums and policies for their commercial lines of business insurance, specifically workers’ compensation and commercial automotive. SGW was hired because of its experience in B2B marketing and brand development.
As we did our initial research, one of NJMs unique points of difference stood out. We found that the company had invested in personnel and content dedicated to educating clients, increasing workplace safety, and reducing claims in specific vertical markets such as supermarkets, contracting trades, and manufacturing. Although not entirely unusual, this was not being leveraged by NJM or its competitors, and we saw it as an opportunity that could be used to their advantage. The audience was both corporate decision makers and independent brokers, with whom the company had just begun seeking to enhance relationships.
To begin, we developed a strategy centered around vertical expertise and how it impacts workplace safety and reduced claims. We tested and launched a direct marketing campaign, and also created digital sales support materials for the sales team, and developed segmented campaigns using search engine marketing and display, as well as direct mail and email. All of this was supported by an overarching B2B brand campaign in digital and trade media. Regular testing was done, with ROI and conversion analytics used often to guide the campaign.
Both campaigns surpassed their ROI targets, and in one particular segment, results amounted to over $14+ million in RFPs and $2+ million in premiums within just 3 months of launch.