Insurance Marketer Expands into Untapped Channels, Drives 342% Surge in Call Revenue

Outcomes

Objective

A leading life and finance insurance provider partnered with Perform^[cb]’s Outcome Engine to enhance their lead generation and customer acquisition strategies. At the outset, the marketer’s lead generation approach relied heavily on warm transfer calls – but, they were hoping to increase volume and quality even further. In an effort to ensure they drive more qualified calls that translate into meaningful new policy enrollments, the marketer wanted to take more of an outcome-based approach. The Outcome Engine team saw an opportunity to unlock even greater potential by expanding into new channels to diversify their lead sources.

Approach

To tap into a wider pool of high-intent customers alongside the insurance marketer’s existing efforts, the Outcome Engine team introduced new user experiences across previously untapped lead gen channels: inbound leads (also known as click-to-call) and social. By diversifying traffic sources, the marketer’s customer acquisition campaigns were optimized even further, and could now scale more qualified leads.

The Outcome Engine utilizes AI backed by 63 billion data points and advanced precision targeting to efficiently and effectively reach the right audience. With this unique capability, the team ensured that the calls generated were aligned with the marketer’s ideal customer profile. Geotargeting and dayparting were implemented using a carefully curated list, excluding underperforming states and continuously optimizing toward top-performing regions, days, and times with the highest likelihood of conversion as the campaign’s dataset grew. This approach allowed us to refine the insurance marketer’s lead generation campaigns by concentrating resources on areas with the highest potential for success, improving efficiency and increasing the likelihood of quality conversions.

Results

The campaign revolved around seamlessly working alongside the marketer’s existing strategies while tapping into new channels, with a focus on diversification, precision targeting, strategic optimizations, and data-driven insights. As a result, this leading life and finance insurance provider experienced a significant transformation in their lead generation efforts.

In the first 8 months, they saw impressive scale in billable calls – over 10,000 more than they were previously driving – demonstrating the effectiveness of integrating into new channels. Not only did the quantity increase, but the quality of the calls proved successful as well – a 56% increase in conversion rate, and a 342% growth in call revenue in one month. The substantial increase in call volume, along with consistently high conversion rates, exemplifies the power of an outcome-based approach in call generation. 

The Outcome Engine team is eager to continue testing this insurance marketer across major and emerging digital channels and driving high-quality calls at massive scale. Looking for incremental call generation to efficiently exceed your goals? Reach out to Perform^[cb]’s Outcome Engine team today to start driving new growth for your brand.