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Account-Based Experience
Guides

The Insurance Playbook for Account-Based Marketing & Sales 

A guide for revenue teams at Insurance firms to find and win more customers.
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The 6sense Team
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Home / Solutions / Financial Services / Insurance / The Insurance Playbook for Account-Based Marketing & Sales

Chapters

Chapter 1

Introduction

Chapter 2

3 Use Cases for Marketers in Insurance

Chapter 3

3 Use Cases for Sales Teams and Brokers in Insurance

Chapter 4

Conclusion

Table of Contents

Chapter 1

Introduction

Sales and marketing teams at insurance companies are working towards the same goals: more customers and higher revenue. But the best path to that goal is often contentious due to a lack of data and tools that can help teams home in on the best and most timely opportunities.

With no clear indication of which accounts are best, marketing and sales teams are left to follow their best guesses.

Marketing runs broad-based campaigns targeting companies based on firmographic (industry, revenue, etc.) data. Sales teams and brokers often focus on predefined account lists set at the beginning of the year.

Both teams are missing out on a huge opportunity to remove guesswork, narrow their focus, and win more deals.

The key lies within “The Dark Funnel.” That’s what 6sense calls all the anonymous research activity buyers conduct before they fill out a form to reveal themselves to sellers.

When buyers do anonymous online research, they leave behind breadcrumbs that can reveal which companies they represent and the topics those companies care about. 6sense captures these details so you know who to target and what to say.

In this guide, we’ll show you three simple 6sense use cases for insurance companies, and exactly how they’d work for your company.

Download Playbook
The Traditional Approach No Longer Works
of the client’s journey is done anonymously.
0 %
of website visitors fill out forms.
0 %
of target accounts are in-market to buy.
0 %
of deals are won by the first firm a client contacts.
0 %

It’s Time To Focus Resources on Clients Who Are Ready To Engage

If we just knew when clients were in-market (looking for solutions), sales and marketing would be so much easier.

Thankfully, intent data tools like 6sense provide this insight. 6sense pulls together data from 3rd party internet research (such as what keywords or topics people are researching on the internet) with data that you already own (website, CRM). This data is then matched to specific accounts, which lets you see when clients are in-market, and which products they’re interested in. We can also help you identify buying team members and how to contact them.

Chapter 2

3 Use Cases for Marketers in Insurance

1. Measure and improve marketing efficiency by targeting the right audience with the right insurance products.

Problem

Your company is launching a new employee perk for supporting mental health in the workplace and wants to generate demand through a paid ad campaign.

Impact

In the past, marketing campaigns have been broad and generalized, making it difficult and inefficient to get the right message in front of employers seeking mental health solutions for their employees.

Solution

With 6sense, you can build an audience list that consists of companies and intermediaries researching employee perks, and more specifically, employee mental health benefits.

Result

This increases your marketing efficiency by only targeting companies that are likely to be in the market for your new offering.

6sense Advertising allows users to build custom segments to target in-market accounts across media channels.

2. Support channel partners with lead gen by providing actionable insights.

Problem

You're a marketer at a large insurance company tasked with increasing revenue from channel partners.

Impact

In a competitive market, it’s challenging to differentiate your offering so that channel partners choose your products when creating employee benefit packages for their customers.

Solution

With intent data at your fingertips, you identify a large company that is actively researching group life plans and share it with a channel partner you're trying to expand your relationship with.

Result

This demonstrates that your company provides value beyond insurance offerings, making them more likely to select your products when recommending benefit packages.

Custom keyword tracking, as depicted above, shows which keywords are surging in research, signifying intent. Users can track unlimited custom keywords and bucket them into keyword groups to scale.

3. Uncover prospects researching your competition and take action.

Problem

You work at a company that sells auto insurance products through insurance brokers.

Impact

A large brokerage is actively researching a competitor’s products and you’re left out of their search.

Solution

Now, you can add the brokerage to a campaign with educational content about your commercial auto experience and specific product offerings.

Result

Marketing dollars are being spent with an in-market brokerage that is interested in your products and more likely to convert.

Custom keywords are tracked to determine which accounts are researching your products or competitors. These segments can then be targeted with the respective offerings with native display ads and paid social integrations.

Custom keywords are tracked to determine which accounts are researching your products or competitors. These segments can then be targeted with the respective offerings with native display advertising and paid social integrations.

Chapter 3

3 Use Cases for Sales Teams and Brokers in Insurance

1. Prioritize accounts in business lines with a large target market.

Problem

You’re an agent whose company specializes in SMB insurance. Your list of potential customers is nearly endless. How do you find those who are ready to buy?

Impact

You need to ensure you’re focusing your efforts where it counts.

Solution

With 6sense, you have access to a Priority Dashboard that’s embedded within your CRM.

Result

Now you can prioritize your outreach to focus on companies that are more likely to buy based on their recent activity, like website visits, researched keywords, and more.

Account details page, embedded within your CRM, display relevant account information, like intent keywords researched and which web pages are being visited, where your sellers already work.

2. Protect and grow key accounts.

Problem

A national account you’re targeting has been researching health insurance providers over the past couple weeks and may finally be looking to switch their group health plan for employees.

Impact

You know large companies don’t switch their health insurance plans often, so timing is crucial.

Solution

Leveraging these signals, you reach out to your contact on the HR team with hyper-personalized content making the case to switch to one of your plans.

Result

You’re able to add a new business opportunity to your pipeline that wouldn’t have been on your radar without 6sense.

Setup custom alerts for reps to be notified via email and slack about recent web visits, account details, and online activities like intent, buying stage, and contact engagement.

3. Harness market intelligence to drive cross sales.

Problem

Last year, you sold group dental insurance directly to a large company.

Impact

At the time, they were content with their current vision insurance provider.

Solution

With real-time email alerts, you’re notified that now they’re searching for new vision providers.

Result

You schedule a check-in with their employee benefits team and add a cross-sell opportunity to the pipeline.

Chapter 4

Conclusion

These use cases are just a sampling of plays your teams can employ to drive more quality pipeline. Join the suite of payment companies and other financial services firms using 6sense.

Dive deeper into our extensive content libraries featuring customer stories, blogs, and additional guides below.

Explore 6sense for Insurance

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The 6sense Team

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The 6sense Team
6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.