I was approached by the CEO of an InsurTech Firm who was looking for a deep-dive marketing review for their business. After many years of being in the business and servicing existing clients, they were now looking to win new clients, set up their marketing team and go to market with an exciting new offering.

Kicking off the marketing review

As an initial starter, I sent over all the questions that I would like to ask the business in the form of a discovery framework starter pack.

The framework contained sets of questions about the business background, competitive landscape, the objectives of the business, brand dna and assets, USP, messaging, deep dive into the products and services as well as online and offline marketing and business development activities.

Getting to grips with the recommendations

I met with the CEO, HR, product managers, and the sales team to get a 360 degree overview of the marketing situation in the business. I wrote so many notes during these sessions which took place over a 3-week period.

Once I had concluded my meetings, I then set about pulling together my recommendations. These comprised of a 90-page document that covered all aspects of marketing.

I always like to keep my recommendations logical and would address the problem, followed by a solution, outline steps to achieve that solution as well as potential budgeting and resourcing.

The idea is that there is sound reasoning behind every recommendation that they could then present to the leadership board and to their respective teams.

Ongoing work and Next Steps