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good afternoon everyone this is Russian and thank you all for darling end today for our webinar which is on marketing automation best practices for insurance agencies thank you all for dialing in this is a wonderful opportunity as we are struggling and fighting with some of these unknown situations that we are learning and adopting and I think there is the silver lining and this is since we are at home what we can do best which is sharpen our tools learn new tricks be prepared for tomorrow because tomorrow will be a bright and shiny day well it is out here in Dallas but you get it what I'm about to say here so let's all jump in I am excited to have you all on this webinar we have a very exciting turn-turn out here as well as I'm excited to talk about our panelists with us the speaker Jonathan Webster man have met Jonathan several months ago actually as we have been working from our same co-working place but over the period of time learning from him all the skills that he brings to the table you know I was just dying to have this moment where we can introduce him to this a wonderful audience and talk about all the marketing automation tools and tricks that he has to offer so I'm very glad and fortunate to have Jonathan with us here so why don't we go ahead and include you I'll let Jonathan introduced in a few lines about his experience in its pretties welcome Jonathan and here you go thank you very much Ross and I appreciate the opportunity and it's a pleasure to be a part of the panel today and present to you all a little bit about me I'm an alumni from the University of Texas at Dallas from the school of behavioral and brain sciences I started out actually as a substance use disorder counselor and I realized during that time that I had a real knack for marketing I had always been kind of technological not technology minded and enjoy building web pages and things like that and I enjoyed helping people and businesses in that way so I transitioned into the business world and I currently serve as co-founder and CMO at mediakron marketing also a count managed your mindtap marketing and I work in fractional capacities with several early to growth stage startups perfect Thank You Jonathan and obviously really excited and let me introduce myself here I am CEO and co-founder of ensured mine as insured mine is a agency platform helping agents with sales and marketing automation and analytics as we say we are an add-on to an agency management system but it's also about how do we help you tell your data story and to tell that data story there is a lot of element that we have to put together and that's what ensured mine is all about wow there is a lot more to come in the session but I don't want to delay that as we want to be really excited and talk about marketing automation so that's a little bit about insured mind and feel free to jump in and ask any questions or put it in your chat messages as we will take those questions but most likely right for the moment we will start with the session and go into the marketing let Jonathan talk about how you guys can start marketing automation so the agenda for today is talk something very basic what is marketing automation you know what are the things that constitute or is a part of marketing automation how is marketing automation different from just marketing and so and then it has to be look from the prism of an insurance agency why does it matter for an insurance agency to have a marketing automation kind of practice what are those low-hanging fruits how can I get started today what am I missing what am I not doing that I should be doing yesterday and then most importantly is I want you to go home with a plan and that plan should not be a five-year plan it should not be even a year plan it should be your next 30 60 and 90 day class what can I accomplish in the next 30 days and next 60 days or 90 days because if you have done those things I'm sure everything that Jonathan will be speaking on you know it will all fall in place if you have accomplished those first three steps so without for the duel let's get you going Jonathan on this let me go ahead and get you started here and share remote control Jonathan go ahead gentlemen all right so in any business we have to tell people what we do who we do it for and why they should trust us it's the core of marketing and sales we can have the most innovative products and services and offerings and put it out at a great price but of course if no one knows about it will fail to gain traction and our agency will not grow so we need a way to identify the best prospects for our products and services and offer the opportunity for people to purchase our offerings and when my clients and I begin talking about marketing automation a lot of them have this set it and leave it mentality but contrary to many of those preconceived notions this system of automation needs to be able to evolve grow and reach new target audiences and that's the way to stay ahead of the inevitable competition that's gonna pop up in the market so I know a lot of people frown upon automation but I think that might be because they've had bad experiences either using it or being on the receiving end of automation tools where the tool was too complex the path for to unclear or they were the recipient of poorly targeted campaign so if you aren't about tweaking campaigns consistently updating lists segmenting people into buyer persona categories and you're not testing your mess it's a lot like a car on a hill in neutral it's going to automatically go somewhere but the destination may not be where you intended if you're not moving forward you are definitely moving backwards good Automation has heart that is to say the pathos and branding that your organization wants the prospect to experience is actually felt and when it's done well no one's gonna be the wiser and it doesn't feel like automation so when you have a system to automatically attract the right clients who want your products and services this may sound cliche but everything changes this is the one adjustment that you can make adding the automation to your business and that can take you from sporadic deals to having a pipeline that's consistently full of leads so you can focus on improving your sales processes close rates and ultimately growing your business so what exactly is marketing automation well I'm gonna give a simple overview of on marketing automation and we'll take a glimpse into some details and complex aspects but I want everyone to be able to get something out of this marketing automation of course was once thought to be this futuristic thing or a luxury offered you know afforded only to Fortune 1000 companies but the technologies that facilitate automation are widely available now for any size organization from solo to enterprise sized agencies so Marketo here has a good clear definition for us they say marketing automation is the technology that allows companies to streamline automate and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster but before we dig into this further let's start briefly with something absolutely fundamental and I want to put a lot of emphasis on this because if you don't get this right marketing automation will not work so move forward so obviously I'm talking about market research specifically consumer insights research and that's things like focus groups surveys social media listening interviews experiment experiments observation competitive analysis and that sort of thing and luckily there's plenty of data in the public domain that you can just use Google for there there are a few different types of terms for this defining your target audience creating buyer personas or developing a customer avatar essentially it's the who what when where why and how a set of information that we know about our potential clients so in order to provide effective messaging we have to do a little bit of work so speaking of that public domain data I simply googled insurance agency buyer persona and came up with literally millions of results but I did it inside of images and came up with a good example from a company called UX press eeeh dot-com and they helped put together by our personas so you can see this basically has demographic information about your buyer I'm sure this isn't new information but I just again I just want to be super clear about the importance of understanding their background their motivation their pain points and this is the way that you'll be able to craft a message that really speaks to your target audience so that's why if you don't get this right then the marketing automation just flat-out won't work and it's also the reason why people you know leave it that bad taste in their mouth if they get an email that says hello first name you know you don't want it to be robotic and you want it to touch the the person who's receiving the the messaging from you so let's move for it you're going to want to create buyer personas for every type of customer that you have um you know what's the perfect life insurance customer look like for you what what makes that homeowner boat on a phone run or owner or other insurance type of customer the perfect type of customer for you generally that means going through your contacts database and noting trends about how certain leads or customers find and consume your car other times you can accomplish this in person over the phone or with surveys and if you want a buyer persona template you can feel free to email me at Jonathan at media quad comm and I'm happy to share my templates with you I don't always use UX precio but I have good way to you know go about this okay so now that we have the basics down with our buyer personas what kind of marketing automation can we do well lead generation segmentation lead nurturing and scoring relationship marketing cross-selling upselling retention and lifetime value and marketing ROI measurement can all happen through marketing automation and I'm imagining if you know you're spending any amount of time on these things that automating these types of tasks sounds attractive so how can we do this we can do these things through lead magnets paid ads email marketing landing pages utilizing your CRM and other integrations social media marketing you can utilize social media calendars to schedule out your posts to match up with campaigns and send them to your lead magnets to your landing pages into your forms and surveys and things like that now you can also utilize chat BOTS and marketing analytics it can be auto populated as well so one of the age-old business complaints is that there's a disconnect between marketing and sales well I when leveraged well this can be resolved through marketing automation so when does a prospect or a customer visit your webpage take a survey fill out forms download content engage with your emails what should be happening there is you should have a CRM and you know these these crms we'll see in a minute we list out some that they should be automatically doing some of these things for you when people engage with your content and you can set up triggers not just from CRM s but from some other tools that we'll see in a minute where you can automatically have these sequences that just happen once one of these actions has taken so when would you know these these potential clients leave scores change well you can also set that up in most crms these days to change as they move through the sales pipeline so the prospect you know doesn't exist yet in the CRM until they engage with your content but when they do engage instead of traditional lead scoring I like to go ahead and add them to the sales pipeline as a lead and give them a low percentage of probability to completing a deal and in that way I rank them anywhere between sometimes 0.5% if they you know engage there's something that's you know just a light entry-level piece of content anywhere from 0.5 percent all the way to 5 percent so that I can utilize automation triggers based on their actions and that actually has a name it's called revenue cycle model so there's no so Jonathan sure if I may interject for a second on the previous slide so I think it's a very important point you brought up in terms of sales and marketing and I just want to add to that and ask you to explain it to the audience here as we all understand in internal space it's very heavy focus on sales because you know that is something they believe that is instantaneous or it's it reflects you know when you do something you see something happening whereas marketing is a long-term objective or the it and so how do they see that you don't want they are trying to be a because things can be when you say you are trying to push somebody may buy it or not buy it you know you are done and you move on whereas marketing may take five or seven touches before it becomes a good prospect you know so I think it's an important distinction to build that mindset of nurturing rather than trying to just have that instant outcome right right yeah you're exactly right and I think we'll dive in a little bit deeper here into how how this looks in practice but I definitely understand the the communication piece that has to come together between marketing and sales and that's why what I the thing that I implement that really changes that conversation is ranking those leads at low percentages so sales can start to see them inch closer to their to their plate you know you take somebody that comes in from maybe a lead magnet or something like that and you can really watch their journey as these automated emails are sent out you know for example this one this one has a nurture workflow here where you know they they essentially enroll themselves into this workflow and a sequence is automated to nurture them into your pipeline where a sales representative will be able to reach out and and seal the deal so you know gone are the days of just handing out your business cards and you know waiting on someone to call you back or trying to close them at their place of business or at the dining room table it's it's very much intent based relationship based actions that are happening here between the prospect and the insurance agency so they're they're bringing themselves in to this top level of your of your sales funnel and they're just sifting down with the more and more sequences of emails that they get the more opportunities they have to engage with your content on your website and as they flow down that funnel you're learning more and more about them so that you can see their journey through the different pieces of content and you'll know by the time that they get to sales that representative will know exactly what they've been interested in in their journeys so now more than ever before you know you don't have to do a heck of a lot of discovery on that first conversation with them because you know well you know quite a bit about them and we're gonna take a deeper look at that here so plenty of marketing automation platforms out there and you know if you are just getting started or maybe you know even if you're looking to investigate a new more complete platform for insurance specifically I would recommend taking advantage of insured minds free trial went rauch roshan and his team have put together is nothing short of amazing as you'll see later on let's take a look at some of the ways we get people into this pipeline and start to nurture them and we call these lead magnets there are lots of different kinds of lead magnets this is 42 types of lead magnets it comes from you know my archives for when I need ideas on where to take clients but this is how we get people into the marketing and sales funnels and the you know during these we're gonna be talking about email automation sequences mostly so these go hand in hand with email automation sequences the way that you are gonna stay in contact with people so let's take a look at one of the most popular we're going to get visual with this the most popular lead magnet out there especially do this unprecedented time that we're living in hi I'm seeing my rates of webinar registrations just shoot through the roof because people are at home and they're investing in themselves and they're open to learning new things and they have the time and that may be the what's happening for you you know right now so let me let me walk us through here what we're looking at is essentially you may have heard of clickfunnels or website funnels but this directly corresponds to the sales funnel where what we do is when we set up web pages and we set up these sequences for automation we're keeping in mind the customer journey and sending them exactly the right thing at exactly the right time so that they have the highest probability of becoming paying customers so this webinar registration page where someone would land tells you you know the top mysteries that will be unraveled or essentially the things that you're going to learn when the webinar is and essentially this page sales sells the webinar and then you know we have an opt-in page and a thank you page and this Thank You page really provides an opportunity for you to direct people into your sales sequence as well but notice that we don't just we shouldn't just say okay here's your confirmation email we hope you show up one of the most effective ways I've found to get people to actually attend your meetings webinars included videos things like that that you're putting on online events in general is to send them a little video you send them an email attach a don't attach but link to a video within that email that shows them a little a little piece of what they're gonna get out of that online presentation that you're gonna put forward and this works for new prospects as well as people that you're trying to get to re-sign and and then I do that twice and then I send them three well I send them to emails right before the webinar this second one here is a remarket email so what I mean by that is the first one that's automated says you know something different than these two it's generally like a recap of what we're going to be talking about we're looking forward to having you and the second one is for the people who did not open or click the first one so it all of these sequences not only are they talking about the core thing that we've guided people into but they're also providing opportunities for us to send people on down the funnel to the rest of the opportunities that we want them to engage with all the other lead magnets that we have or a specific sequence of actions that we want them to take to get to that final goal which is the sale and then this third one is just a reminder and a link to come to the event and then excuse me we also have a different sweet sequence for post webinar how to you know get them into a webinar replay if maybe they missed it or if they want to see it again and then as always at the bottom of the email somewhere on this webpage we're gonna have an opportunity for them to move forward onto a more valuable action item so let's take a look a little more realistic version here so if I may add to that Jonathan I'm just bringing it to the context of insurance here so all of you guys it was with several of these agencies that I have spoken over the period of time most of them have a niche you know that they are selling is trucking insurance or whether they are doing childcare when they're doing a specific kind of a commercial insurance or you know they specialize in hormone hope or not Bato so once you know what the specialization is you know webinar becomes a wonderful tool for you I'm doing a webinar talking about if you are trying to ensure a product out of service you know how do you do that and that becomes your funnel so keep that in mind when you're thinking through this what Jonathan is talking about what to do but then what that subject can be one of your expertise that you would be leveraging with the webinar so that's a longs to undergrad no I really appreciate that yeah I intentionally kept the general as I realized specializations vary among agencies so I really appreciate that perspective and this thing you're seeing now is a real example of recycling your old webinars or setting up these video sessions to run on autopilot so this one is from a guy named Pete Vargas he does stage to scale launch he's a marketing guy and this funnel has two goals essentially it generates leads and it generates sales and he has two offers ranging from like four hundred dollars to two thousand offers two thousand dollars brother and now you can see that he's running Facebook Ads to get people to his opt-in page and then he has a based on what people select on his opt-in page he has three different possible possibilities of where to send people so I use a tool called intercom which is a chat bot to automate chat application messaging on websites and you can set up sequences on specific landing pages for intercom intercom to prompt the webinar viewer to engage so that's what I'm going to do is and I know you've seen chat BOTS on websites your website may may have one but I put it at the bottom of the webinar and I set up a specific sequence to get the person to to become engaged one of the other things that you can do with that is you can also put in all of your documentation you have about plans and any any of the frequently asked questions that come you can actually look preload that data into the intercom app and you can as people ask questions it will find through natural language processing it will find the most relevant results for them and it can guide them into the next stages of your funnel in that way too so I'm I'm in a fortunate position though as I work with an organization called tech genies they're a global technology development organization but they also provide call center service reps sales development reps that are my employees but they're housed with a country manager in different offices around the world for like forty to sixty percent less than we'd pay for employees in the US so I've often out of fully automated chat bot sequences because the data showed that I should invest in human resources to seal the deal so that's the way I run these kind of webinars on autopilot and these video sequences on autopilot is I have teams that will respond in live to these chat BOTS as people engage so let's let's move forward here another problem for insurance agencies is surveys so this allows you to deliver a lead magnet that not only provides something useful for your prospect but it'll also give you more information about them and you can set up automated email sequences based on their answers to the survey in this example we have the survey page and thing land on and depending on the results that they get from the survey it's gonna direct them down your funnel to the appropriate next landing page and then what you're not seeing here you are saying the email that would happen as a result of them getting to that page whether they buy or not I have different sequences of emails that are set up based on what happens on this page because of course I have tracking on every webpage on my on my website I know what people are doing and and we'll see kind of in the next stages here what happens with this but let's first look at traditional lead magnet so the traditional lead magnet is download a PDF and it's it's gated of course gated is the way to go you want that information from them so you can get them into your email list so notice in this one that I don't take them right to the download pay each this gives us a couple of advantages first we get to teach the prospect that opening emails from us is a good thing and second on the download page you have an opportunity to send the prospect through the funnel to surveys webinars phone calls or entry-level product purchases and that sort of things so in the email sequence section we're utilizing and indoctrination email sequence which is asking well it's taking them closer and closer to the first stage of engaging with sales and that's the goal here is you want these sequences to always be moving them to something they're interested in and ultimately to a conversation or to an action page that seals the deal for your sales team so finally let's look at the product sales digital phone so hopefully you know your marketing automation funnels and email sequences have worked and your prospect has landed on your sales page and you'll notice in the previous views that most of those funnels also have opportunities to move on to a sales page and I am a big fan of upsells downsells cross sells and anything I can do not only to keep the the prospect from abandoning their their cart but to invest more money with us so you can see that I have all sorts of strategies here too to bring to keep them inside the cart and then take them on to the next and then ultimately in order confirmation and then they'll get a sequence of onboarding emails at the end though you might be wondering or thinking well that's all fine but it only works if you can get people into your email list or call list and you are absolutely right so I have a couple of quick tips for you on how to get new prospects into your marketing and sales sequences so zoom info is a paid service it's it's a luxury kind of item but ultimately this has a database of millions of business contacts you can also build on a b2c level you can build your buyer personas utilizing this platform and it is it's changing the face of how new contacts are brought into a database at this point and I can't say enough about it don't get paid by them but I am a thing so another way of course is my paid media running Facebook Ads Google Ads you know Instagram ads all sorts of different ads across the internet organic search through SEO this is kind of the long game plan a long-term investment you know be on the receiving side intent based searches so you don't always have to pay for for you know people to get to your website with ads you can also play the long game and hire someone in someone that can really optimize optimize your site to bring the right people to your website and get them into those those funnels and those sequences referrals obviously partners cold calls but my secret weapon I took a snapshot of it here is the Facebook Ads library and this is an open resource for anyone and everyone to use and it's put out by Facebook and what you can do is you can search by industry or business that has a specific keyword in their name and in this case I search for insurance and found American Family Insurance and saw exactly what ads are currently running on Facebook right now and you know if they've been investing in the same ad over and over for a long time either they're really bad at managing their ad budget or more likely the ads you see that have been running the longest are the ones that are working so generally the call to action from these ads when you get them you know you go check them out are the same lead magnets we were talking about earlier they're webinars they're PDFs they're those types of things and this is really good for idea generation so I can't hire you know recommend this free tool enough and with that I think that provides a pretty good overview but I'm definitely here for you know anytime you want to reach out and talk about marketing automation but that'll say thank you and hand it back over to Rafi awesome thank you think a lot of come back you know let me so before I transition first of all Thank You Jonathan for this wonderful inside there is so many good tips but this last one is specifically you know I learned this one from you last time when we were talking and this is amazing so there are two reasons of this last Facebook ad library is not only to learn what others are doing but also you keep a cap on your competition you know I'm sure there is the next door house which may be doing a better social media marketing and you know you may not have to invest a lot of dollars to figure out how they are getting it just this is the way to figure it out so this was a good cheat sheet I think people will start leveraging so so thank you for sharing that so couple quick things I'm taking it more from the general marketing automation to specific automation sequence so here is a list of that we just wanted to start with and talk to you about when we said you know what are the things that she should be doing in the 30 days 60 days 90 you know these are some of the basic automation that he should be studying so when we are talking about sequencing your automation so all contacts whether it's a birthdays holidays and anniversaries does not matter whether that individual in your contact list is a prospect or a lead or you know lost client or an active client everybody should be receiving at least these three automation which should be set up in your system they should be receiving a birthday holidays ad and holidays can be filled all of those right whether it's or Thanksgiving weather so you know we are talking about Christmas or any of those you know it all should be there there are several of those and the reason of writing as a here is set up by admin which means it is not divided by producers or CSRs or office locations it should go across from an agency now next we are talking about active so when you have an active client here are some of those basic ones that again should go from your admin set up which is welcome client and again welcome client is not just one email it can be a series and a sequence of email on day zero day 15 day 30 day 45 which is talking about hey welcome to my agency second email is about welcoming and talking about the policy they have thought email can be about the coverage or when there is a claim situation who they should be contacting by adding all these multiple sequences what you are doing is you are bringing that person that individual closer and closer to your agency next one is about app download so obviously we are a big proponent of that every agency should have their mobile app and that is another one that you should be doing that and again that is also sequence of email none of these I'm talking about is one single email it's a sequence of three to five emails follow-up tasks when you are underwriting or selling into the underwriter to write a policy especially in the commercial insurance usually it takes you know five to ten to twenty days sometimes and what happens during the time your client is sitting he takes you know he has sent those applications to a black hole does not know what's going to come back out of that what's your responsibility set up those automations which is in that stage of a sales everything after three days to five days or seven days they will get a follow-up saying hey what's going on or when they just signed up and you are about to reach out to them but you cannot connect with them then you set up those automation hey I'm I'm trying to connect with you cannot connect with you those automations if it's just triggering those communications policy review that's another big one you know you just said it when you sell the policy the automation is set at that point of when they will be buying when their policy review will happen and trigger those at a trigger point of five days to seven days at least two to three of those cross-sell that's one big opportunity with which I believe is called to me it's a low-hanging fruit a lot of you do not dig into your current pickup business book of business to see how can you increase those who has home and auto but know life who has whom an auto but no umbrella who has a commercial insurances but do not have all the temperatures with composite needs of those so what can you do to add that one more policy because let me tell you this telling that extra policy to them yes it brings extra revenue but by selling that extra policy to that it increases your retention by at least 10 to 15 basis points and that is HUGE that is HUGE because every additional policy you sell them you know they are gonna be staying with you way very longer so think that from the true tension perspective not just from a revenue perspective why you need to invest in that Crossrail automation um last but not the least is the Google review every time you sell a policy this should be automated that within 15 days they get a Google review request because at that point of time they have to and they are at the peak of that experience they have with you and they want to maximize that and difficult reduce and the more online reputation you are able to develop over the period of time the stronger your brand value becomes because imagine a new customer coming in who are they gonna go to someone with 500 reviews or someone with three reviews so this is how you create a competitive advantage now talking about the drifts so this are also a sequence of Helium but it is not automated but you can just plug them in at at a point of time which is not yet driven by business logic you know whether it's about following up with your prospects until you are able to connect or following up or we when you are waiting on so these are primarily on the sales stages that you just click on yes or no and I'll show you in a bit what does that look like so taking a step back from there let's talk about how insured mind can help and I'll try to limit that to another 5 or 7 minutes as I want to open this up for questions on marketing automation so in short mind in nutshell as I said is an add-on to an agency management system helps us with four core things what we call as feel F II a M which is since engagement analytics and mobility so since is all about the CRM as Jonathan was talking about how important today it is to have a CRM with fields and pipeline automation so your sales funnel is automated with your CRM which means now you have a way better there's a visibility of what you are selling how you are selling who you are selling to and how your sales resources are doing that gives you a way better and powerful perspective second this in that another piece I want to add is the Sears automation is all about the external sales that we are talking but then looking at opportunity automation is all about the internal sales from your current book of business whether it's through renewals X days cross sell or wind backs and then marketing automation is all about setting up those campaigns or dripping those communications to the client that allows you to set up a lot more automated communication so the customers feel that they are they are being attended to and while you continue to do that at a larger scale so I'm going to take a minute and talk about one quick thing and show you how these automations are set up and inside mind platform so let's go here and now we'll do a waiting for Jonathan share so in automation here we're gonna show you eight such automation which is happy birthdays which I said you know do it for everyone that's what requires doing for everyone let's do client clocks which is Google review I'm sure a lot of you want to do it either I'm not doing it or paying a lot of money to other just services just for Google reviews so let's take a moment and dig through that and it will take you less than 60 seconds to get this done you can do it through your email or through your text messages send it to all your acted plans for all clients I'm gonna do it for active right now and we're gonna set it after 15 days let's put a subject line as how did we do we can pull your email address and then a phone number click Next pull an email templates that we provide and you can have a logo and all those things edited here and provide anthills that email that will go out and compose your email if you want to add a second message to it or for your text message we can add another let's just type it here please okay click Next boom it's all set where you have your workflow name you have defined how you're gonna send it out through email and text messages you got a subject line you got your reply set the list of search your tempers are certain you are ready to connect and it will be tracking all those communication it is as simple as that and setting up an automation and insert nine platforms today as I said you know there is one more bonus for all of you to be a part of this which is if you sign up today we will be sharing with you one hundred plus marketing automation templates within 24 categories and what does that category look like you know in several of those categories which OD you on our trip Automation 3 so go ahead and sign up and I understand this is a moment when we are looking to do way more with less the sources are becoming scarce resources are becoming expensive and so what we can do to automate a lot of our process non-citizen short mind especially when you are in in certain space with that I will take a quick pause here in terms of all our webinar content but open this up for your questions [Music]