One-to-One Marketing in Commercial Insurance

According to a recent article in the Marketing News, "As the recession drags on, B-to-B customers are relying more heavily on their relationships with B-to-B providers. They want more attention, and more advice than ever before. They want to do business with companies who know them and understand their needs. They want to be reassured that their purchase decisions are sound and to receive relevant offers that make their jobs easier. They want to know that they're in good hands."

Insurance agents have an incredible opportunity to provide just this type of individualized service. One-to-one marketing doesn't mean you respond when they call. It doesn't mean asking them to lunch twice a year - it means creating a meaningful dialogue with them on an ongoing basis.

The article goes on to state, "For companies with mid- to large-sized customer bases, keeping track of individual customers' needs, preferences and purchase histories can take a Herculean effort. But ever since Web-based tools and tactics found a place in marketers' toolboxes about 10 years ago, marketers have had the ability to compile more customer data, and serve more targeted messages."

Agents can cash in by segmenting customers by industry and insurance needs, developing targeted email messages, blogs, web surveys and Facebook postings, as well as utilizing conventional communication methods such as direct mail or phone calls.

Most agents are just starting to become aware of the opportunities with Web 2.0 and the advantages of working with customers one-on-one. For more help on developing and implementing a plan, contact I-Marketing Management; www.imarketingmanagement.com.