How Lake B2B Helped a Healthcare Insurance Brokerage Firm Drive Up Corporate Brand Alliances by 32%

35% Improvement in Response from Top Management Decision Makers for Tie-ups Over Previous Quarter.

17% Increase in Revenues from Organically Generated Queries About Employee & Family Healthcare Plans Thanks to Uniquely Designed Counselling & Diagnostic Giveaways.

Leads to Conversion Ratio Underwent a Dramatic Change with Both Witnessing Over 10% Consistent Jump from Previous Quarters and Years Performance.

Industry :Information Technology and IT Solutions
Location :USA
Client’s Bottom-line :Drive sales of tailored healthcare insurance products by acquiring new sales channels.

Convincing Employee Engagement, Employee Benefits and Employer Branding Decision Makers for Tie-Ups.

Intended New Channels Tie-Up Targets:

Tie-ups with Mid-Sized & Large OrganizationsTie-ups to Serve Group Level EmployeesTie-ups to Serve Branch Level Employees
Tie-Ups to Serve Distributors of FirmsTie-ups to Serve Franchisees of BrandsTie-Ups to serve all Affiliates by States & Zip Codes

The Client Aspired to Drive Awareness and High-quality Tie-Ups Through –

Targeted SEO Content Marketing, Email Marketing, Social Media Engagement and Online Display Advertising Campaign.

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Key messaging were determined for :

SEO-optimization + Paid Campaigns + Webinar Activation + Tele Calling & Appointment Setting.

How the special offer of this tie-up can uplift the employer branding of the organization significantly.

Find employee-oriented benefits packages that are as important as salary offers. Join this employee-centric Healthcare Benefits Program that will give your employees the best brand ambassadors ever and improve your locus standi as an outstanding employer of choice.

Targets Titles/Departments for Employee Benefit Tie-Ups Included:

CEOsCFOsCMOsHR AdminsHR Managers
HR Business PartnersHR Organizational DevelopmentHR Employee Benefit ManagementHR Employee EngagementHR Country Heads
HR Regional HeadsHR LeadsHR RecruitmentEmployee SuccessTraining & Development
HR ConsultantsTrainers & CoachesEmployer BrandingTalent DevelopmentTalent Research

Plan of Action: A Multi-Channel Marketing Funnel that is Fuelled by Selected HR Audience Targets

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Client’s CRM, SEO and Marketing Automation Set-Up

The client CRM and Marketing Automation Platform was loaded with:

Firmographic Data

  • Target Account’s Employee Size
  • Target Account’s Employee Benefits Decision Makers
  • Target Account’s Employees Data
  • Target Account’s Employee Benefits Influencers
  • Target Account’s Employee Roles

Demographic & Personal Data

  • Where Targeted Employees are Located
  • Current Employment Reporting Location Employees
  • Target Accounts Branches and Zip Codes

Social & Personal Information

  • Social Media IDs (LinkedIn) and Personal Information
  • Official Email IDs & IPs
  • Other Modes of Contact Intelligence

Solution Overview

Paid Campaign
Paid Campaign :

Lake B2B Campaign teams created the customer outreach maps and promoted destination landing pages, personalized to each audience groups – Example: An exclusive CEO Employee benefits page.
Result from one of many campaigns:

Offer Downloads52
Clicks146
CPLUSD 70
LinkedIn impressions43,0085

re-targeting-campaign
Re-targeting Campaign :

Lake B2B Re-targeted audiences with irresistible employee giveaways for their entire family that HRs could customize to create lasting relationships with the employer organization.

  • Gained 9,362 clicks and 544,939 reach, 9,708 total action taken and 1,312,254 total impressions with Facebook and LinkedIn Lookalike Audience Campaigns.
  • Obtained 3,241,835 impressions and 4000 follow-up worthy clicks on LinkedIn and Facebook Remarketing campaigns.

seo
SEO :

Lake B2B Campaign Marketing team ensured the client’s employee benefit tie-up benefits and offers showed up in organic search results when the target decision-makers were searching for giveaway ideas.

  • SEO emerged as the No. 1 lead-generating source for unique campaign pages that were keyword enhanced knowing how the audience searches.
  • SEO leads gave the client a 15% close rate, and an overall 35% increase in returning website traffic in 6 months.
  • SEO-aligned content marketing drive up 19% higher conversions and 45% higher subscriptions for employee benefits healthcare package alerts.

email-marketing
Email Marketing :

Lake B2B Campaign Marketing team set-up email marketing with high inbox accuracy and deliverability targeting email IDs of employee benefit decision makers with employer branding uplifting solutions.

  • 700% higher email open rates after the offers were crafted and served as per the different audience’s roles in the respective organization.
  • 2000% growth in email engagements and click through rates after Lake B2B email marketing team took over.
  • 99% drop in bounce rates thanks to the CRM getting loaded with verified and segmented lead contact data.

webinar-tele-calling
Webinar & Tele Calling:

Lake B2B designed a multi-touchpoint webinar promoting email marketing route starting from invitations, registration giveaways, reminders, tele-calling and post-event appointment setting.

Filtered Webinar Leads76
Data Built7500
CPLUSD 180
LinkedIn impressions8,300

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