Case Study | Insurtech | Outsourced Marketing Team

The Insurtech marketing director had great ideas but lacked the support needed to make her ideas a reality. Think Better became an integral extension of the team, guiding strategy, overhauling the HubSpot CRM, and executing campaigns.

Case Study : InsurTech

“I don’t have an agency of people on retainer that I throw work to. I have an agency of strategists that will sit down with me and dig deep into my business.”

MARKETING DIRECTOR | INSURTECH

The Challenge.

The Marketing Director at a geospatial insurance technology company knew that marketing-driven revenue could be a reality, but didn’t have the resources to develop a measurable lead generation strategy. She needed help with strategy, operations, reporting, and execution.

As a marketer herself, she had plenty of ideas. The company didn’t need an outside team of visionaries with impressive presentations and swanky offices, nor did they need an outside team of task rabbits.

She was looking for a marketing partner that would extend her marketing team and accelerate performance. The team needed a group of experts that they could trust—a group she could rely on for guidance, critical thinking, and expertise in execution.

In her original search, she didn’t find the strategic and tactical combination. Bigger agencies were out of her budget and seemed to want to endlessly brainstorm big and fancy ideas that weren’t focused on revenue generation. She was concerned with how far her budget would go with their obvious overhead.

Plus, InsurTech is a complex, niche industry. The big players didn’t seem staffed properly to get into the weeds to really understand and support her business.

The Solution.

The Marketing Director was originally drawn to Think Better because it was clear that the team understood B2B marketing and how to use the inbound methodology to scale marketing using automation and integrated systems like HubSpot.

Just as important, Think Better was committed to understanding InsurTech and their customers. As an agency focused on working with technology clients, the Think Better team is experienced in the nuances of selling complex products to niche audiences.

Think Better also has a distributed team, pulling in a network of experts in design, development, content, SEM, and more depending on the project. For this Marketing Director, this arrangement meant she didn’t have to worry about her budget feeding an agency’s overhead because Think Better brings in who you need, when you need them.

The company was using HubSpot but didn’t have the bandwidth to use it fully. The Think Better team jumped in, cleaned and organized their database, segmented their audience, strategized campaigns, put pillar pages into action, and leveraged marketing automation to scale their efforts. Almost immediately, the email and landing page performance improved.

Unlike other agencies she’s worked with, the client noticed that Think Better was hyper-focused on her business and took initiative.

“My account manager was not just coming in and giving a weekly rundown. She was in it, sleeves rolled up, diving into the company and talking to people beyond the marketing team. I trusted her to do so.”

Choosing a marketing agency can be difficult. They are made up of marketers, of course, who are excellent at, well, marketing. It can be difficult to know what you’re really getting.

“This group really delivers on the promise, they are actually an extension of the team, they are in the business with you and focused on what you’re focused on.”

With her extended team in place, the marketing director felt a sense of relief that she had a trusted partner that she could share responsibilities with. She could show progress, support them with metrics, and had a third-party to help report on and validate the marketing team’s performance to the executive team.