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Top Global Insurance Company

How a Top Insurer Is Scaling up With Data-driven Marketing

Learn how one of the world’s top insurers is targeting new B2B customers.

To target new and existing customers, businesses need a platform that allows them to connect with customers where, when and how they want. One top global insurer came to us to help them do just that. 

The Imperative for Change

Although known for their quality insurance products, our client’s brand is not widely recognized, making it difficult for them to grow and service their product base. And like many global insurance companies, their marketing is regionalized and constrained in capacity. They needed to scale with their tools and create measurability to enable them to build new relationships within brokerages and broaden existing ones.

The Transformative Solution

To transform their B2B marketing strategy, the client engaged Publicis Sapient to design and implement a foundational B2B Salesforce Marketing Cloud solution.

We created the solution with tight connectivity to Salesforce, working with the client’s teams to define a governance approved platform. The project scope included:

  • Audience journey definition, lead lifecycle stage definition, and segment and reporting design
  • Solution design and security architecture
  • Process enhancement coordination
  • Oversight of Salesforce Sales Cloud data model enhancements
  • Segment design and lead lifecycle Marketing Cloud configuration with multiple Salesforce org connectors
  • Advertising Studio configuration
  • Initial SMS and mobile studio configuration
  • Workflows and approval processes
  • A custom subscription center
  • Preliminary training
  • A go-forward solution roadmap

The Impact

Thanks to Publicis Sapient, the client now has the foundation for a data-driven marketing platform that can help them identify, segment, and penetrate a complex B2B customer base more deeply than before. They also have a long-term roadmap for scaling the platform, safe in the knowledge that the technical foundation we’ve built will grow with them as they add additional business units and roll out across new geographical markets.

Daniel Cole
Daniel Cole
Senior Managing Director, EMEA & APAC