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Leading Insurance Solutions Provider Delighted to Generate Leads through An Integrated Marketing Campaign

Insurance

Industry

Financial Services

Challenge

The firm’s internal teams had not previously been successful in generating leads and needed assistance from Gate 39.

Impact

Gate 39's campaign increased qualified leads, improved brand visibility, and resulted in stronger engagement across channels.

Solutions

HubSpot, CRM

Graphic demonstrating a lead magnet

Before Gate 39

  • The firm did not have capacity to create and implement a specific, measurable, time-based campaign
  • Few processes were in place for developing an integrated lead generation campaign using content and multiple channels of promotion (web, social, email)
  • The firm’s CRM was not being utilized for tracking digital marketing campaign performance or lead generation
  • An overall lack of key calls-to-action in overall web, blog, and social content
  • No management of social LinkedIn efforts to generate leads or connect with the well-defined niche audience

 

Gate 39's Solution

  • Gate 39 worked with the firm to create 3 unique downloadable offers targeted to conference attendees in the event platform (including a case study, a fact sheet, and a consulting and technology overview) blog posts, a series of pre- and post-event emails, and weeks’ worth of promotional social posts leading up to and following the event

  • Working closely with the firm’s team to edit content and messaging with a focus on client benefits, Gate 39 included trackable calls-to-action on each piece of content

  • Gate 39 developed landing pages using HubSpot and set up a dedicated campaign in HubSpot to track and report on all conference engagement and lead generation efforts

  • Gate 39 provided on-brand social media images to support conference content posts

  • Gate 39 guided the insurance team in promoting the conference to a specific audience of professionals through a highly targeted LinkedIn campaign

 

 

Gate 39's Impact

HubSpot continues to be leveraged for website traffic tracking, and all measurable inbound marketing and social media campaigns.

  • According to the event platform, the 3 unique prepared conference assets had 147 total downloads with many attendees downloading multiple assets
  • Conference content related HubSpot landing pages produced 45 form submissions
  • Campaign emails resulted in 750 opens – a 14% open rate
  • Campaign emails resulted in 70 email click-throughs – a 14% CTR, which is higher than the insurance industry’s national average CTR of 2.13% (source)
  • In three months, the database grew from 2039 contacts to 3856 contacts – an 89% increase
  • During the same period, the blog generated 1,454 new web sessions with 18 active leads for a complex flood insurance solution