What is essential for new brokers and insurance agents?

“Part of the trend is to bring out the older and more experienced generation and bring in younger people. [with a] lack of training [and] a lack of pure knowledge, “said Pugsley, vice president of customer success for Goose Digital, a digital marketing agency with a large number of insurance customers.

CEO and founder Michael Turcsanyi launched Goose Digital about seven years ago “as a modern marketing automation and digital marketing company”. An agency with 32 employees in Toronto, Canada, has clients there, but many more in the U.S., others in the UK and the Bahamas, Pugsley said.

Goose Digital is not an agnostic industry. In addition to insurance, he manages clients of financial and credit unions and others in the technology, manufacturing and healthcare industries. Insurance clients include larger and smaller carriers and brokers, MGAs, group benefits, and some travel and life clients.

Insurance accounts for a large percentage of Goose Digital’s total business, however, and insurance is also in the DNA of its creators. Pugsley is the sister of Turcsanyi, and the family ran a number of P / C brokers in Alberta, Canada. Goose’s insurance business was basically grandfathered from those times, Pugsley said.

Pugsley himself is a veteran side of the insurance business carriers and brokers, and has experience in personal, business, and team lines.

Not an insurtech

Pugsley quickly pointed out that Goose Digital is not an insurtech. On the contrary, it knows what technology makes sense to customers and what works and offers the best technology systems in the world, including Salesforce and HubSpot.

The company proposes marketing automation in two verticals. All that comes with creating leads and attracting customers and selling new businesses across multiple channels is one thing. On the other hand: customer marketing, plus account rounding and loyalty programs, among others.

“It simply came to our notice then. You will have multi-channel campaigns. You’ll have … CSRs and account managers, “Pugsley said.

Goose Digital’s virtual marketing efforts for insurance customers are targeted at consumers, but more often the campaigns are designed to reach out to agents and brokers, Pugsley explained.

Specifically, this means that “digital marketing strategies (clients) are embedded in the core of existing brokers and agents, as well as attracting new brokerage houses and brokers within those brokers,” Pugsley said. “We will have very specific strategies for carriers to talk to brokers and agents and the latest insured strategies.”

Strategy first

Strategies are first, according to Pugsley, and then electronic tools to implement these ideas.

“We never skip the strategy component,” Pugsley added. “Tools and technology are as good as the strategy you want.”

Improving the work of Goose Digital: more than 20 out-of-the-box insurance use cases, including lead generation and customer marketing. They can serve as a template that carriers or brokers adapt accordingly.

“It’s a starting point. We’ve come up with inventions. We don’t have to figure out how to go about it and strategically build cross-selling [campaign]for example, but they have a lot of flexibility to make nuances that are applicable to their brokerage or carrier, ”Pugsley said.

For customers who need technology components in their marketing planning, Goose can offer “custom widgets”. Translated, it applies to a special small-scale technology that can help you get the job done, such as a custom micro-site: a website designed to promote a company’s product, service, campaign, or event, or a small website.

The company uses paid media campaigns for its customers, heavy levels of email marketing, landing pages and micro-sites, webinars, and event programs.

“Integrated marketing automation really allows you to look at a customer’s journey right away and be truly impactful on that journey from day one,” Pugsley said. “It gives you such visibility and flexibility [and better impact]. Without it, it’s very difficult … to have an impact on that journey. “


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