June 2020 – Insurance marketers can look to other intermediated industries like pharma, auto, and wealth, for solutions and tactics that have addressed full visibility into the marketing and sales lifecycle.

Full visibility into the marketing and sales lifecycle is not often possible for marketers because agents, producers, and distributors control the final stages of the sale. This situation makes it challenging for insurers to orchestrate the customer journey, manage two-way data flow, balance intermediaries and direct-to-consumer sales models, ensure brand consistency, and measure success.

Centralization of data, analytics, and digital assets combines with thorough data collection and creative analysis to make it possible for marketers to engineer the complete customer journey in a consistent and personalized manner.