Sales and Marketing Case Story:
Local Insurance Provider becomes National East Cost Headquarters

Summary

With a limited budget and national competitors swarming into the market, we pulled off 150% growth in the first 6 months compared to the previous year. A potentially disadvantageous merger was avoided, and the company was successfully acquired.

Strategies and Tactics:

Custom web software, SEO using operational data, rebranding, key messages, sales analysis, key material development, trimming of ineffective tactics

Story:

In 2014, our client, a $25M medical malpractice insurance provider was being surrounded by larger providers, some about to be authorized to write 15% lower rates than they offered. With the very real potential of any USP they provide being taken away, and with a limited budget compared to their competitors, the founders were brokering a deal to merge with a similar sized company, which would lead to layoffs.

Our sales and SEO research uncovered that the current website was not driving traffic in their areas of growth and their direct contact with potential clients was limited. They operated strictly through third-party vendors. After some interviews, it was determined that the only branded piece that made it to potential clients was the sales brochure. We led the development of a custom website that utilized a database of agencies, offices, and agents to create a significant SEO presence in the markets they were more active in. We also went through a rebranding that created messaging that broke through the market and highlighted the importance of third-party agents to the thoroughness of coverage.

The new materials launched in January 2015 and by June 2015, the company had written $1.2M in new coverage (compared to $800K in sales the previous year). The founders would cease the merger and later sell to a national provider to become the East Coast Headquarters.