Marketing Automation

Personalization Drives $34 Million in Revenue for Health Insurer

This is the second post in a four-part series sharing real stories of success in marketing automation.
A Fortune 50 health insurer came to us with a simple question.

“What if we could deliver highly personalized experiences for thousands of healthcare customers, at scale?”

The client had a marketing team of three. They were experiencing inefficiencies and limitations from an outdated martech stack. They had an aggressive goal and a short window of time to get it done. They needed to streamline operations before they could take their marketing program any further.

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The Digital Essentials, Part 3

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They chose Marketo Engage as their marketing automation platform to enable centralization, automation, and personalization of campaign efforts. We connected Marketo to their internal systems, which delivered unified data across technologies. Next, we designed statistical modeling, list scoring, and persona modeling. The proper configuration of Marketo improved overall management and performance tracking of programs. With the foundation in place, the team was ready to jump into Marketo. 

Speed and Sophistication

The team designed a series of personalized website campaigns across multiple geographies. For example, Seattle customers visiting the website would see an image of the Space Needle and a message about health insurance for the Seattle market.  Bay area customers would see an image of the Golden Gate bridge, making the connection that the health insurer was present in their community. 
We helped them launch the campaigns quickly with the technical creation of web personalization and engagement campaigns. A custom testing portal was developed for viewing all geographic segments before deployment. The team created and tested new segments quickly. On the back end, we optimized their microsites, reducing page load times and lowering bounce rates.

Measurable Results

The original investment in the initiative generated $34 million in revenue in the first year. The marketing team’s success positioned them as a credible and trustworthy resource that impacted growth for the company. They spent less time doing manual tasks of creating programs and connecting systems. They focused on what marketers do best – delivering great customer experiences and getting leads to sales.
To read the full story and more like this, visit Our Work .

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