The digital transformation of an offline sales company

DIGITAL TRANSFORMATION OF MARKETING AND SALES

THE CLIENT

Signal Iduna is one of the largest German insurance and financial services provider.

THE TARGET

Our aim was to build digital marketing capabilities and structures and move towards online marketing as an acquisition channel. We achieved this through lead generation, go-to-market strategies and brand building.

CHALLENGES

When we started the project at Signal Iduna, we found that the team there had a desire to become more digital, but needed expert coaching to improve their digital capabilities. From online strategy and developing digital marketing tools to executing cross-channel performance campaigns and training staff, we had our hands full.

The client wasn’t ready for a fast-paced, test-driven approach to marketing, so we had to carefully navigate the friction points with the IT, legal and privacy departments to ensure a smooth transition to a digital mindset.

In order for the collaboration to be successful and the results to be seen, we took care to ensure that all stakeholders accepted this change. We also had to meet tight budgets and deadlines.

CONSULTING & STRATEGY, PERFORMANCE MARKETING, CONVERSION RATE OPTIMIZATION AND DESIGN SERVICES

1. ENABLING CROSS-DEPARTMENTAL COLLABORATION

We began by building a team to lead the digital marketing transformation. This included business owners, sales, customer service and administration. We added our own web development, design and performance marketing experts to the team.

Our goal was to bring Signal Iduna’s team closer to their customers so they could understand and design customer journeys that resonated with their audience.

2. BUILD, REFINE AND COACH

In the first few weeks, we created four online direct sales websites that targeted specific customer groups and began executing cross-platform online campaigns.

We unpacked each insurance product and adjusted the channel-mix and targeting using A/B testing to reach the right audiences at the right time. We even developed standardized best practices to help create campaigns in the future.

3. TRANSFER OF KNOW-HOW

Throughout the project, we held 1-on-1 coaching sessions with product owners and special workshops with the Signal Iduna team to share best practices in digital marketing and agile ways of working, and to ensure that the teams could work fully autonomously.

RESULTS

It took us just four weeks to build a cross-functional team and launch the first digital campaigns.

Immediately, the first leads were generated – a huge motivation for the teams, as it became clear how quickly an impact can be made when working in modern, agile and digital environments and how effectively performance marketing can be used.

All of this was made possible by building a flexible marketing tech stack and coaching. Going forward, this allows the “Journey Team” to work independently on specific pages and improve them with regular, new insights thanks to tracking and feedback loops.

By continuously training the Signal Iduna team, we were able to significantly reduce the need for our specialists, give them full operational responsibility, and successfully establish the first “Targetgroup Journey Teams” at Signal Iduna, creating a lighthouse project that now serves as a blueprint for the organization. Today, reach and business volume exceed all KPIs and forecasts.

330% INCREASE IN LEADS

2.6M REACH IN 3 WEEKS

10 MONTHS FROM LAUNCH TO HANDOVER