Harvey Watt
The Challenge
Harvey Watt needed help generating additional Disability Loss of License Insurance and Professional Pilot Life Insurance applicants.
- Lack of Resources: Due to a small internal team, Harvey Watt needed to leverage LeadLife’s services to automate their lead management, newsletter distribution and sales follow up process.
- Complex Segmentation: Harvey Watt needed help managing their large volume of pilot’s. Each pilot group needed to be treated specifically – content, resources and insurance rates vary greatly for each group.
- Lack of Lead Intelligence: Harvey Watt needed to gather more data on their pilots’ unique needs in order to build targeted messages – driving prospects further down the sales cycle to closed revenue.
- Generate Quality Sales Leads: Harvey Watt needed to convert more pilots into high quality leads for their loss of license disability and life insurance products. Although their insurance products are well known, Harvey Watt needed a way to increase sales conversions.
Our Solution
Due to the complexity of Harvey Watt’s products, we started with research and consultation to learn more about their business environment. The next step was to develop a lead segmentation plan to manage their large pilot groups. Each pilot group needed to be treated specifically because the insurance policies and rates vary greatly for each group. Our marketing automation technology allowed us to easily execute the segmentation strategy. This segmentation allowed LeadLife to develop and implement Harvey Watt’s content strategy and lead nurturing campaign.
Our goal was to develop emails and landing pages using articles from Harvey Watt’s library of content resources (medical health newsletters, articles written by Harvey Watt medical experts etc). Due to the fear most pilots have regarding losing their medical license, the emails focused on health issues specific to professional pilots. LeadLife included extra content resources (Insurance applications, client testimonials, insurance forms etc) on each landing page – using those resources as a basis for lead scoring and qualification.
Harvey Watt and LeadLife developed a strategy to determine the most important buying behaviors and content resources. We developed a lead scoring scale and set up sales rep alerts once a lead reaches the score qualification. Instead of trying to follow up with all their leads, the rep alerts allowed sales to focus their time on the most qualified prospects. The goal was to drive more pilots through the nurturing process, engage them with more relevant content, and then to send the most qualified to sales immediately.
With so many segments and specific content resources, our marketing automation technology was the only way to facilitate this intelligent nurturing sequence. As a complement to their nurturing campaign, we also automated Harvey Watt’s monthly health bulletin. Lastly, as a complement to the general nurturing campaign, we created an auto-responder campaign for leads who qualified through downloading an insurance application. This created a fast track campaign, moving high quality prospects further down buy cycle.
Related Case Study
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Testimonial
LeadLife has become almost like an extension of our company. The technology helped us drive more qualified sales leads and alerted us when we needed follow up with a prospect. Their lead management specialists allow us to focus on other business critical tasks, while at the same time, we trust them knowing that our leads are being nurtured and qualified automatically. We’ve seen a huge increase in lead engagement and insurance applications downloads over the last few months working with LeadLife. Our pilots are benefiting from the content being delivered, and as a result, they are rewarding us with their business.
Robin Alston, Insurance Representative, Harvey Watt
Results
- Increased Qualified Leads: 110 qualified leads created during 1st campaign
- Disability Insurance Applications – 80 leads
- Professional Life Insurance Applications – 30 leads
- Lead Segmentation and targeted email content created high prospect engagement with the campaign – 20% unique clicks
- Highest website traffic day for Harvey Watt recorded after LeadLife nurturing campaign launched
- Automated nurturing campaign and lead qualification gave Harvey Watt the ability to focus on other business tasks – improving business efficiency.
- Lead Scoring and Sales Rep Alerts prioritized leads for sales follow-up – improving sales efficiency and productivity.
