Insurance Broker Modernizes Marketing & Sales With HubSpot
OVERVIEW ANCO Insurance Reshapes Communication With HubSpot.
ANCO Insurance has been offering a variety of employee benefits, business insurance, insurance by industry, and personal insurance solutions for over 150 years.
ANCO was looking to reshape its sales and marketing strategies with HubSpot. The organization wanted to improve CRM adoption and usage for both Employee Benefits and Commercial Sales Representatives. ANCO's marketing team also planned to expand its capabilities for marketing. Instrumental Group was hired to lead the onboarding project, ensuring all users were activated.
CHALLENGE A lack of visibility into policy data and relationships.
ANCO Insurance was struggling with disconnected data and decentralized sales and marketing efforts. Policy data lived in Applied Epic. The sales team had recently began experimenting in HubSpot, and the marketing team was looking for a marketing automation solution. The siloed systems presented issues, creating a lack of visibility into which products their customers had. They were counting on a consolidation strategy that would bring customer data, two sales teams, and the marketing team together for successful relationship management. Additional priorities to address within the onboarding project included:
- Importing customers and policy data from Applied Epic.
- Reinventing the sales process with dedicated pipelines and automation.
- Establishing a 360-degree view of all relationships, status, and policy data.
- Create dynamic new templates for landing pages and emails to streamline marketing efforts.
- Take a phased approach to sophistication, ensuring users have the basics in place and get them activated quickly.
- During our training, we needed to serve the needs of several different users & teams.
SOLUTION Onboarding HubSpot for value with multiple service teams.
The project consisted of three elements: technical setup for sales and marketing HUBs, template migration and styling, and team training.
HubSpot Onboarding
At Instrumental Group, we have a dedicated team for HubSpot Onboarding and offer a host of services to help new customers activate their new HubSpot license quickly. Our HubSpot Success Managers (HSMs) are Master Training Certified by HubSpot, ensuring they have a well-rounded and complete understanding of the entire HubSpot Suite. We introduced the ANCO Insurance sales and marketing teams to their dedicated HSM and set forth to complete the following steps.
- Kickoff and Goal Setting: We begin all onboarding projects with a dedicated kickoff call. The call with ANCO covered introductions, roles and responsibilities of each stakeholder, priorities for the project, and areas of focus for subsequent training calls. Our HSM also spent some time reviewing early progress, offering advice and direction, and setting up their first training call.
- Technical License Configuration: We offer to pick up all the initial settings and basic configurations on new HubSpot licenses. We started with a workbook to ensure we had the proper branding elements, then jumped in to set up the Sales Enterprise and Marketing Pro features to ensure ANCO was ready to operate.
- Brand elements
- Custom contact & company fields
- Custom Pipelines for Employee Benefits and Commercial Insurance
- Pipeline Automation to streamline the sales process.
- Website integration to pull all web consumption into HubSpot
- Template Migrations: One of the big value-adds we offer new Marketing license owners is build-ready template themes for landing pages and emails. As a trusted partner in the HubSpot Asset Marketplace, we feature email and landing page master themes that provide all of the necessary elements ANCO would need to produce emails and conversion pages quickly. The landing page theme is also lightning-fast, scoring 96 on the Lighthouse performance score.
HubSpot Training
Our training methodology also aligns closely with HubSpot. We've adopted HubSpot's preferred method of Change Management, ADKAR. We customize training curriculums to build awareness, create desire, develop knowledge, foster ability, and reinforce change and adoption. Reinforcement would be supported in our phase two optimization plan. For phase one, we agreed to the following steps:
- Step 1: Marketing Hub Tour: As a marketing team, they wanted to understand how HubSpot was built to meet the team's needs. We started with a full tour to familiarize them with everything the Pro HUB has to offer.
- Step 2: Sales Hub Tour: Similarly, we spent time with both sales teams to familiarize reps with the productivity tools, setup meeting links, and install the email and web extensions. Record look-up, activity timelines, deal records, pipelines, and reporting capabilities were also reviewed.
- Step 3: Role-Based Training: Our next step was to host a series of follow-up training sessions with the sales and marketing teams to demonstrate best-practice workflows, answer questions, and provide on-call support. Each session included preparation assignments, including content to cover, resources, and desired impact. Aligning team training based on priorities and feedback is key to successful adoption, which is why we customize training sessions for impact.
- Step 4: Resources: We included a library of training resources for refreshers, reference, and new employee onboarding. A dynamic HubSpot dashboard was used to house curated resources and all call recordings, providing a convenient reference point for the entire organization.
Phase 2 - Support & Administration
As the onboarding project concluded our team moved into optimization mode, supporting ANCO with ongoing training, support, hygiene, and flexible fulfillment for the marketing team.