Easing the Transition to a New Channel with an Airtight Go-to-Market Strategy

We started our work where every go-to-market strategy begins: with the target audience. From there, we built an airtight plan that would not only provide education and awareness for the end customer but also support the frontline team that would be operating the service center and interacting directly with them for their insurance support needs. Our go-to-market strategy included the following: 

Small business customer personas — We developed demographic and psychographic profiles of the company’s target audience with their needs, buying processes and tailored messaging. 

Customer journey — We mapped the end-to-end journey from “Welcome” to “Retain” to “Partner,” with a focus on the moments that matter across a customer’s life cycle. 

Marketing plan — We created a campaign look and feel as well as a month-by-month, multi-vehicle marketing plan to launch the new service channel and ease any concerns from small business customers about the change. 

Marketing execution — We designed marketing deliverables to support the moments that matter throughout the customer journey, with an emphasis on welcoming and retaining. 

Supporting the front line — We trained the frontline service team on personas, journey touchpoints and best practices to ensure customers had a consistent and positive experience at each step.