Off Track to On Target
How a Unified Strategy for this Insurer Drove 49% More Leads
Challenge
A disruptive life insurance startup saw rapid growth impacted by a fragmented MarTech infrastructure. Siloed systems meant no connected data, resulting in the team flying blind when making marketing decisions.
To compound their issues, inaccurate attribution across platforms led to artificial conversion rates. Gaps in tracking customer touchpoints wasted budget on low-performing initiatives. With no unified data or insights, inefficient investments failed to maximize growth opportunities.
The speed to lead was the goal, but fragmented systems and data fidelity issues caused missed opportunities. The startup needed integrated platforms, accurate tracking, and insights to optimize performance.
Strategy
Accrescent conducted a thorough audit of the startup’s platforms, campaigns, and marketing investment strategies. This revealed 12 months of inaccurate tracking and attribution errors hindering performance.
We created a triage plan to systematically fix the failures. First, correcting the tracking and integrations across their disjointed MarTech stack to establish data fidelity. Then, realigning attribution modeling for true visibility into conversion paths. With clean data foundations in place, we optimized existing campaign targeting, landing pages, and messaging for relevance and resonance with their target audience. This included refining lead-generating ads, website content, and lead capture forms using A/B testing.
For new initiatives, our strategies focused on high-performing lead generation tactics, like hyper-targeted paid ads, strategic content, and referral programs. We developed integrated workflows to unify data into a centralized dashboard providing actionable insights.
Collaborating closely with their operations, finance, and marketing teams ensured accountability and course-correction throughout the optimization process.
Results
Within 6 weeks, the new campaigns drove a 100% conversion rate increase and 49% more leads over prior periods. Cost per lead decreased by 7%.
By identifying and resolving tracking errors, then optimizing for performance, Accrescent boosted leads and conversion rates while reducing cost per lead. Tight collaboration and accountability between teams ensured data fidelity and growth.
