8DECEMBER 2023OPINIONIN MYTHE POWER OF PERSONALIZATION AT SCALE FOR MARKETERSBy Jennifer MacKenzie, Senior Vice President of Property Casualty Marketing, Nationwide Jennifer MacKenzie is Senior Vice President of Property Casualty Marketing at Nationwide. Her team is responsible for partnering with the Property Casualty insurance businesses, including Personal Lines, Commercial Lines, Excess and Surplus/Specialty and Agriculture, to develop and execute B2B and B2C marketing strategies that enable business strategies and goals. When Elizabeth Grimes became Vice President of Marketing at Choice Insurance Agency, one of her first challenges involved digitizing, automating, and ultimately personalizing content for thousands of clients. That wasn't an easy task given those clients had a wide variety of insurance needs met by the growing agency headquartered in Virginia with multiple offices. But after testing different forms of personalization across four different newsletters, Elizabeth saw some of her email open rates increase by up to 8 percent. "Personalized content creates a deeper one-to-one connection," Elizabeth told me. "It's more impactful because it shows we're listening and care to provide content that is relevant to that individual, versus a one-to-many approach. We believe that it is our role--to guide our clients to a solution that meets their needs and positions them to be the hero of their own story."Elizabeth isn't alone. As independent insurance agencies have moved to digitize their companies and even compete sometimes with large direct-to-consumer carriers, they are moving quickly to implement personalization at scale in their B2C marketing efforts. Nationwide has been focused on offering support to these agencies through a variety of educational content, training programs, and best practices to help them accelerate their efforts. We recently partnered with our own marketing technology team to implement a full scale B2B personalization engine that helps us tailor the experiences and content we are providing to our independent insurance agency partners like Choice Insurance Agency. While I have been involved with B2C personalization efforts in the past, automating our B2B marketing efforts has reinforced the importance of three key strategies:Jennifer MacKenzie
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