Page 30 - Insurance Times December 2023

The Role of

Marketing and the

Latest Trends in the

B2B Insurance

Pratik Bhandari
Industry Marketing Manager
Anand Rathi Insurance Brokers Ltd.

In the Insurance sphere, you may need to convince various stakeholders-including the company
CFO, CEO, COO, and others. All these people have different understanding when it comes to working
with a Broker. Your content needs to speak to all those perspectives and needs. Prima facie, it
needs to give the person with purchasing authority the information they need.

I nsurance and its products are not seen or touched but others. All these people have different understanding when

it comes to working with a Broker. Your content needs to
only exist in the form of pledges. Marketing in
Insurance has its own set of challenges because of the
speak to all those perspectives and needs. Prima facie, it
complex value proposition and intangible benefits of
Insurance products. needs to give the person with purchasing authority the
information they need.
But that's not all. The right marketing strategies and tactics make

As an Insurance Broker, we must also account for fierce it easy to stand out from the competition. Here
competition, several regulations and most importantly, the
are a few:
economy.
Boost credibility and establish yourself as a thought
Traditionally, B2B insurance broking relied heavily on leader: At first, your piece of content will just be a drop in
relationship-building, networking, and word-of-mouth the ocean. However, with consistency, content marketing
referrals. However, in recent years, the landscape has will become instrumental in your strategy. Educational
undergone a dramatic transformation, with digitalization at articles, whitepapers, webinars and podcasts are tools for
its core. demonstrating expertise, addressing the industry pain points
and fostering trust. This strategy can be leveraged not only
This shift has ushered in an era where marketing serves as to educate but also to engage and retain clients. Each word
a powerful tool for establishing credibility, driving is a representation of your brand's values and ethics in any
engagement, and nurturing long-term client relationships. digital format.

In the Insurance sphere, you may need to convince various Data Analytics and Hyper-Personalization: Harnessing the
stakeholders-including the company CFO, CEO, COO, and power of data analytics allows you to glean insights into

The Insurance Times December 2023 27