Guardian

Influencing the Influencers

Engaging Influencers & Decision Makers for Guardian Group Dental Program

Client
Guardian
Year
2022
Challenge

Guardian’s Group and Worksite Marketing Team had great digital content to promote their Group Dental program.

However, they wanted to better understand the full impact of the content and how it could be improved. Marketing was influencing a B to B to B to C model involving sales teams, brokers, benefits managers and their employees.

As a result, the sales pathway often bypassed the website and sales attribution was a challenge. The marketing team knew their efforts were influencing offline sales, but by how much?

Identified Needs

Needed the ability to deliver the right content based on segments and stages in the buying process.

Needed to better track effectiveness of online content, audience targeting and other marketing efforts.

Needed a measurement system which properly accounted marketing influence of online and offline sales.

Activities

Developed web experiences for 3 segments at various stages of the buying process.

Worked with creative agency to develop brand content which encouraged two-way dialog.

Generated greater data on interaction and efficacy of content.

Developed halo and channel attribution models to determine offline and online marketing impact and channel effectiveness Identified 10X improvement in total sales attributable to Marketing.

Designed metrics and continuous improvement program to manage and measure marketing effectiveness.

Impacts

Allowed for better personalization and identification of sales disposition.

Generated greater data on interaction and efficacy of content.

Identified 10X improvement in total sales attributable to Marketing.

Over 200% improvement in campaign KPIs such as mail list signups and quote requests.

Marketing effectiveness meant designing relevant experiences, finding target audience, creating two-way dialog with audiences, and leveraging data to continuously improve it all.

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