Learn how leading insurance companies embrace digital marketing capabilities to partner with their channels to drive growth.

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
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Distribution Channel
Portal Best Practices in
Insurance Companies

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Strategy
Interactive
Digital
Technology
Engagement
Offerings
Digital
Strategy&
Roadmap
Multi-
channel
Acquisition
Content
Strategy
Campaign
Planning
Digital
Platform
Selection
eCommerce
Metrics&
Analytics
Mobile
Digital
Creative
User
Experience
Research
WebDesign SocialMedia
Emailand
Microsites
SEOand
SEM,
Advertising
Consulting
Services
Global
Delivery
Model
Application
Maintenance
Outsourcing
Onsite,
Onshore&
Offshore
Staffing
ITSupport
Outsourcing
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Hosting
Services
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&Social
Media
eCommerce Sharepoint CRM
Marketing&
Email
Automation
Business
Intelligence
Mobile
Analytics&
Reputation
Tools
Content
Management
Empowering the Digital Marketer
Our capabilities center around empowering the marketer to
engage with their audience

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 THE NEW PRODUCER
 EMERGING TRENDS
 KEY ASPECTS OF DISTRIBUTION PORTALS
 APPROACH TO ENGAGING DESIGN
AGENDA

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What this is
- Specific practical guidance to
help you with your portal
initiatives
What you will get from this webinar
This webinar provides specific guidance that can be translated
to ideas in distribution portal projects
What this isn't
- You will not be inundated with
data and stats
- This is not a research study

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THE NEW PRODUCER

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THE PRODUCER PROFILE
Lack of time;
focus on
efficiency
Focused on
relationships
Primarily a
salesman,
focused on
closing
“It’s a lonely
world – have
to deliver
results to get
paid!”
Changing
demographic
– younger
and tech
savvy

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 Ease of doing business
 Ease of connectivity
 Tools that improve productivity and sales
 Improved engagement
 Customer service
What do producers really want from carriers!

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Producersoftenfeelthat
carriers’websitesneedto
besimplifiedandmade
easiertonavigate
Roughly4in5producers
in2012agreethattheyare
morewillingtoplace
businesswithcarriersthat
offerusefulwebsites
Atleast3in4producers
agreethattheirprimary
carriers’websiteshelp
themprovide better
service,andmorethan2in
4feelthatthesesiteshelp
themmakemoresales
Producer’s Impression of Carrier’s website
Source: LMIRA survey

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Producersdesiremoreonlinefunctions,withonlineapplications,e-
signatures,andmarketingtools
Ease-of-usestandsout asacriticalneedforproducers
Producers interest in Online tools
Source: LMIRA survey

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EMERGING TRENDS

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Early 2000s
Informational
•Brochure-ware
•Simple information
Mid to late
2000s
Transactional
•Improved content
•Productivity tools
•eApplications
•LOB integration
•Limited
personalization
Current -
Digital
Engagement
•Collaborative
•Personalized
•Seamlessly
integrates with
producer’s
environment
•Mobile and cross
channel
Digital Maturity Curve of Distribution Portals
Digital maturity curve of distribution portals allows you to
understand where you can map a path to engagement
Where do you stand?

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5 KEYS TO DIGITAL
MATURITY OF NEXT
GEN DISTRIBUTION
PORTALS

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5
Ease of doing business
Partner in success
Drive Engagement
Best of breed technology
Manage the product lifecycle

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2
3
4
5
Ease of doing business
Partner in success
Drive Engagement
Best of breed technology
Manage the product lifecycle

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Roughly 4 in 5 producers will place more
business with carriers that offer useful
websites
Source: LMIRA 2012 survey

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Carriers provide way, way too much information.
They need to keep it simple and easy. They forget
that as independent agents we have 10
companies, 10 usernames, 10 passwords, 10
different web pages, and a thousand different
products…. We’re busy; we sell. We do not sit and
play with computers.
— Male independent, age 62, mail/web-based survey
Source: LMIRA survey

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KISS (Keep It Simple S$#*%&)
Navigation
 Guided navigation
 Improved page structure, page
layouts
Contextual help
Site search
Intuitive terminology
Ease of use
Ease of use = ease of doing business; distribution portal experiences are
below broad industry standards and have significant room for improvement
Look and feel
 More engaging
 Ease of finding information
Feedback from users through
surveys and insight from
analytics

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 Single unified access to tools
 Integrated access to external producer’s environment
Solve the multiple log-in problem
A lack of a unified single access policy makes it cumbersome
for producers to use the portal

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Carriers should personalize experience based on
 Channel
 Tenure
 Experience
Self Managed
 Ability to manage quick links
 Ability to personalize
Subscription
 Allow users to subscribe to content and information
Personalization
Provide personalization to improve ease-of-use

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 Access to LoB capabilities should be seamless to the user
 Single sign-on to capabilities to prevent frustration with multiple log-ins
Integrated experience
Seamless access across Carrier's capabilities

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 Access to capabilities in the field will improve productivity of users
 Personal insurance capabilities include
 E-signature
 Illustrations
 Application Status
 Customer Information
 Calculators
 Application Submission
 Policy Issuance
 Training
Mobile access
Provide mobile access to capabilities to improve accessibility in
the field

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2
3
4
5
Ease of doing business
Partner in success
Drive Engagement
Best of breed technology
Manage the product lifecycle

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 Many carriers offer Websites for
producers with a wide variety of
functions including contact
information, pending business
status, marketing materials, and
product information on producer
sites
Co-branding
Co-branding enables producers to sell better and positions the
carrier as a better partner
 56% of carriers offer
customizable marketing materials
to producers
 21% of carriers allow the
producers to submit claims via
website for producers
 83% carriers offer production
reports to producers
Source: LIMRA Report –
• Honing a Competitive Edge: The Carrier Perspective on Field Technology
• The Connected Producer: Producer Use of Technology
Insurance Networking News - Where BI Plans Match Reality

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 Ready to go videos
 Web casts
 Personalized online
training
Training enables producers to be effective
Ongoing training delivered through portals is a key asset to
enable the sales force to sell

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Engaging, dynamic website targeted at prospects
 Value proposition
 Product content
 Success stories
Brochures and other material available for download
Benefits
 Improves partner acquisition and increases market share
Marketing material
Engaging marketing collateral to position effectively to
prospects

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 CRM capability to get, track and act on leads
 Provide leads to producers from pre-login website
 Lead tracking and Nurturing tools
 Systemic capability to manage allocation and monitor pre-sale
leads/targets
Lead Generation
Providing leads to partners enables them to sell and make them
successful

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 Pendingbusinessstatus
 eApplications
 eSignatures
 Salesandmarketingtools
 Marketingcampaigns
 Customerleveltoolsforagent(e.g.,targetcustomerprofiles,customizedleads)
 Reportingandanalyticsonsalesrepactivitiesandprocesseffectiveness(Whereisthedropout
fromleadtoclosure)
Reachouttousforalistoftoolsthatportalsshouldoffer
Tools to be productive and efficient
Carriers can offer myriad functions online

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 Top producer badges on the portal
 Leader board of top producers
Recognition and awards to drive engagement and
motivate producers
Recognition and awards to recognize them. Socialize them.

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5
Ease of doing business
Partner in success
Drive Engagement
Best of breed technology
Manage the product lifecycle

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Roughly 1 in 4 producers would like to see
their carriers add discussion forums,
social networking, instant messaging,
texts, and blogs
Source: LMIRA survey

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 Real time chat
 Discussion forums
 Institution/ cross partner based
community
 Quick search and remote easy-to-
access reference materials/illustrations,
training and other content for marketing
and sales
 Access to application and status
outside work environment for agents
 Access to customer information,policy
updates, product updates and rate
updates in the field
Better collaboration
Carriers today are applying collaborative technologies to both internal
(employees and agents) and external (customers and prospects) networks
 Customized marketing materials
 Complete view of all customer
interactions through CRM integration
 Document Management services
 Ability to make/submitpolicy
changes/to submit claims

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Create a platform for producers to connect with carrier in
real time, share effective practice, discuss strategies to
overcome business challenges
Social collaboration, content and communication tools
can help balance openness with acceptable risk
Information Sharing
Carriers should consider driving deeper engagement with
producers to seek greater collaboration

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 Facebook is used and
configured to allow agents to
publish preapproved content
that can be localized to their
specific areas
 Twitter to connect with clients,
use as marketing tools and
build client product awareness
 social data to be filtered,
tagged, integrated, archived,
and aggregated
Social Media
Social is Best mechanism to have constant two-way
communication with audiences

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 Pro-active Engagement
 Email alerts
 Newsletters
 Offering visitors the chance to sign up for Twitter updates while on the
site, and linking them to blogs or discussion forums
 Webcasts
 Podcasts
 Chats and Instant messaging
 RSS feeds
 Microblogs
Pull them

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Mobile applications offered
 Calendar
 Email
 Pending business status
 Client account information
 Ability to submit applications
 Ability to submit service requests
 Ability to submit claims
 Commissions
 Agent can submit claims using an application designed for customers
Mobile access for producers
Carriers offer mobile access to producers, usually in the form of
calendar and email access

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 Extracting information from silos and making it more
widely available.
 Achieving this in a way that remains relevant to each
producer and carrier.
 Enabling people to share information widely, yet in a
secure and controlled fashion.
 Letting them search entire repositories quickly and
efficiently
 Workflow is a pivotal tool for collaboration.
Information Sharing
Turning the management of information into a business
advantage

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Reporting and business intelligence willprovide insight to
Carrier as wellas producers
 Dashboards (SalesTracking, Performance amongst others)
 Analytics for Carrier to assess usage, and improve decision making
Information Sharing
Business intelligence to enable producers as well as Carriers

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Ease of doing business
Partner in success
Drive Engagement
Best of breed technology
Manage the product lifecycle

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 Define a product roadmap of the portal to continuously
improve
 Consider marketing and product management to
manage the portal’s marketing assets, rather than IT
 Enable marketing to manage the UX in real time
Product management
The portal should be considered as a product and should be
consistently improved

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2
3
4
5
Ease of doing business
Partner in success
Drive Engagement
Best of breed technology
Manage the product lifecycle

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 Flexible
 Ease of integration
 Portal capabilities
 Should allow marketing and
product management to easily
manage the experience
The right technology is key to success
Technology should be an enabler and not constrain
Considerations
 Consider both portal and CMS
technology
 Focus on an eco-system rather
than 1 tool, which that may
include portal, analytics, BI and
CRM

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APPROACH TO AN
ENGAGING
DISTRIBUTION PORTAL
EXPERIENCE

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Approach to Portal Experience
To create an effective experience, understanding the audience
and creating a flexible user experience is key
Conduct primary
and secondary
research to
understand user
needs
Segment the
producer base
Engage them in
the process –
interview them
Understand
the
audience Benchmark
insurance and
non-insurance
portals
Identify and
prioritize
capabilities
Analyze
Big bag rarely
works - Define
digital roadmap
Link with
strategic
priorities
Roadmap
Focus on UX and
Information
Architecture
Focus on
engaging design
Design

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