Insurance Agency Lead Generation – Direct Mail Marketing,cfo

Insurance agency lead generation is a primary goal for any agent. New leads are indeed the lifeblood of the business – no agency can survive for long simply on CFO mailing list  residual revenue from existing clients. At this level of importance, then, lead generation deserves a thorough examination to determine the most effective means to identify, contact, develop, and close new business.

Direct mail marketing, and its descendant, fax marketing, have been have been lead generation staples for quite some time. Primarily used in the B2C space, this type of insurance marketing typically performs poorly in B2B lead generation.

After all, C-Level executives CFO mailing list  have numerous assistants and gatekeepers to ensure that “junk” mail never reaches their respective desks. A mass mailing to these decision makers is almost guaranteed to fail. That said, highly targeted direct mail marketing can have a place in a more comprehensive agency lead generation program.

The best approach to direct mail insurance marketing is to carefully target a small, handpicked group of executives and send them something of high quality and importance – a book or package, for example, sent via FedEx rather than parcel post. This should be sent, and followed up on, using the “level matching” technique – if you’re trying to target the CFO, have a senior level agency executive make the follow up call.

Prospect lists are a key  CFO mailing list  component of many lead generation and marketing campaigns. There are numerous sources from which a one-time list can be purchased. There are also subscription services which charge a monthly or yearly fee for access to their databases. The key here is to do your research thoroughly.

You need to know exactly what data fields the list provider offers, how often the data is validated, how frequently it is refreshed, what criteria you can use when searching, and what percentage of the data can be expected to be accurate (we find that 80% accuracy is a good mark to shoot for – below that is unacceptable, above is excellent).

List provider services vary widely in all of these areas, so do your homework before making  CFO mailing list a purchase – poor quality data is actually worse than useless, it will result in wasted time and therefore money.

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Once you’ve sourced a quality prospecting list, the next step is putting it to use. Telesales is one traditional area that many agencies can still utilize, assuming they know how to execute an effective campaign.

There are basically two approaches to telesales, the shotgun and the sniper, and both can yield quality results. A good example of the shotgun approach would be a general agency that provides P&C and benefits to basically any  CFO mailing list business. A prospecting list is procured containing all industries that meet a certain size and location criteria, and the calls begin.

This approach is a numbers game: a certain number of calls yield a certain number of follow up opportunities, which yield a certain number of meetings, which yield a certain number of closes. Using the shotgun approach, success percentage is typically low, but overall numbers can end up being high since this approach is basically a “numbers game”. The sniper approach is the opposite:

The prospect list is small and carefully selected for very specific properties. Calls are made by very senior people directly to decision makers, with a pitch individually tailored to the person who will receive the call. This  CFO mailing list approach will typically yield a higher percentage success rate, but lower total numbers.

Either approach can be successful; the key thing to remember is that whichever approach you choose, you must CFO mailing list commit to it fully and focus on the long term ROI. It’s not unusual for a telesales campaign to take many months to start paying dividends, but this can mean multiple years of insurance commissions from the sale.

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