A data-driven approach leads to 180% increase in conversions

Paid Media

Life Insurance

A data-driven approach leads to 180% increase in conversions for insurance disruptor

RESULTS

Increased internal recognition and a new way of prospecting and selling in a digital world

33% - 133%

Quote completion increased WoW

180.44%

Increase in total conversions

11.48

Return on ad spend

ABOUT THE CLIENT

Integrity is a new way of thinking about insurance. A disruptor and newer player in the industry, Integrity aligns with the modern experience and provides a digital platform that offers more simplicity and convenience for customers, within an industry that has been slower to adapt.

With more than 60,000 customers, Integrity provides simple, flexible life insurance policies through a network of financial advisers and brokers. Their digital model offers a less complicated and more direct process for advisor sign up, but convincing their audience that working with them was better than the competition was difficult.

Being a wholly digital B2B2C business meant that Integrity needed to have impeccable digital marketing support to reach their audience, engage with them, and convert them.

INDUSTRY

Life Insurance

LOCATION

Australia

CHALLENGE

Engaging internal stakeholders and external audiences to bring more meaning to Integrity’s marketing activity

Integrity came to In Marketing We Trust with two distinct challenges:

Demonstrating the value of the marketing team

Their marketing team needed support increasing their visibility within the business and demonstrating their value. They also needed assistance in creating reporting that showcased the tangible work they do for the business.

Engaging a hard-to-reach audience online

Integrity knew that 80% of all insurance research begins online, but needed help reaching their target audience and engaging meaningfully with them. One of their primary audiences is advisers who are known to be hard to reach and cynical of advertising, so assistance in starting a conversation and building trust, and then moving them through the conversion funnel was of vital importance. 

They were lacking in analytics for paid media reporting and conversion reporting and were focussed heavily on top of funnel campaign activity (awareness) that wasn’t guiding their intended audience to the next stage (acquisition), let alone further through the funnel.

In Marketing We Trust came on board at a time when we really needed support setting up reporting and campaigns. When Covid-19 hit, we realised just how lucky we were to be partnering with them - as their team is located around the globe their processes for remote working were already in place, so there was no disruption to our project. This allowed us to continue to focus on results, even when the rest of the world felt chaotic.

Jordan KerrContent and Conversation Manager, Integrity Life

SOLUTION

Delivering a data-driven strategy to move users through the customer journey

We saw an opportunity to define a strategy that would create and support activity through the growth marketing funnel.

We set out with three broad goals set for the initial Integrity project that supported the first three layers of the funnel:

Awareness: Increased site traffic

Acquisition: Improved contact us form completions and document downloads

Activation: Increased quotes started, apps launched, and quotes completed

In Marketing We Trust consists of a highly experienced, multi-disciplinary team who came together to create a tech B2B strategy, focussed on driving sales and marketing efficiency through online conversion.

Tactical elements of the project involved establishing metrics that could be turned into actionable insights, designing a modern approach to audience attraction, engagement, and retention; and creating, managing, and reporting on campaign activity.

High-level details included:

Consulting and strategy around building a high-performance growth marketing team that was valued by all members of the organisation

Ongoing advisory services for the marketing leadership team, to ensure growth and financial targets were reached or exceeded

Execution of tactical digital marketing services, to provide support to the strategic portions of the project and act as additional headcount for the business

Results

Engaging a hard-to-reach audience online

From March to September, we were able to achieve 608,392 impressions from digital advertising platforms, 23.9 per cent of which entered the acquisition phase of Integrity’s funnel, with a further 29 per cent of that group moving into the activation phase. 

Overall, there was an increase in conversions of 180.44 per cent which has had a significant impact on Integrity’s revenue. We also achieved a week-on-week increase in quote completions between 33 – 133 per cent in the June to September period, and return on ad spend (ROAS) was 11.48 meaning $11.48 was returned to the business for every $1 in advertising spend.

increase in conversions

180%

A stronger internal focus, combined with increased engagement and revenue from key audiences

33% - 133%

Quote completion increased WoW

180.44%

Increase in total conversions

11.48

Return on ad spend

Demonstrating the value of the marketing team

We were able to help Integrity define how their marketing team will operate in the future. This combined with company-wide visibility of their expertise and efforts, through robust data and reporting, has allowed them to position themselves as a crucial department within the organisation.  

“In Marketing We Trust made a significant impact on all our key metrics (something we can now comfortably report back to the leadership team), In fact, we hit all our goals for the last financial year with their help.” Jordan Kerr | Content and Conversion Manager

Why Integrity Life chose In Marketing We Trust

Integrity’s Digital Marketing Manager had worked with In Marketing We Trust before and could not speak highly enough about the team and the results they achieve. The team at Integrity make decisions based on solid recommendations and results, rather than relying solely on flashy presentations and knew that In Marketing We Trust could deliver on their promises.  

According to Integrity’s Content and Conversion Manager, Jordan Kerr, “In Marketing We Trust approached this project with enthusiasm and expertise. They defined a plan that was created based upon our specific needs, combined with their strategic experience, and then they optimised. It was refreshing to work with an agency where its team wasn’t afraid to test and learn and make new recommendations based on the outcomes. In fact, they recommended allocating part of our ongoing budget to test and learn campaigns, so that we can continue to pivot as the landscape changes.”

The most outstanding thing about In Marketing We Trust is the team. They are all experts in their fields and they’re so easy to work with. Being located all over the globe, they are able to provide fresh perspectives that really enhance the services they offer.

They transformed our advertising and the type of leads that were delivered while providing us with a set up that allows us to confidently report back to the business on the value we add as a team. This was possibly the most meaningful thing for me.

Being a newer business, we really benefited from their ability to help us find our ‘secret sauce’. We’re a lot more confident now when it comes to trying new things, and with marketing being so heavily driven by data and analytics, we really valued the expertise In Marketing We Trust imparted.

Jordan KerrContent and Conversation Manager, Integrity Life

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