Content Strategy Manager for the Best-in-Class B2B Identity Protection provider

Challenge

Selling a B2B SaaS identity protection solution through insurance brokerage partners to C-level decision makers at Fortune 100 companies.

(In non-marketing speak, I was handling the B2B marketing side of Allstate Identity Protection’s portfolio. This meant relationship maintenance with brokers, trust-building with executives across HR, IT, and Accounting in prospect companies, and boosting awareness and demand among employee populations with benefits literature for open enrollment periods.)

Or, in common parlance, a really big and confusing game of telephone.

Solution

Simple, really. We just had to make:

• brokers excited to sell us
• people ops teams excited to offer our product
• finance teams excited about our affordable rates
• technological team leaders excited about our promise to not add more to their plates
• employees excited to sign up and use the product

Work

It would be really easy to go full “doom and gloom” and try to scare folks into needing our protection, but we wanted to avoid the cheap stereotypes like shadowy hooded figures menacing you from behind a keyboard.

Luckily, we had an award-winning product and rave reviews from clients at some of the biggest tech and telecommunications companies in the country.

The result was a full-court press. Our insurance broker partners enjoyed high-end networking events and bespoke sales support materials upon request. HR teams received support materials for print and company intranet platforms, and executives saw targeted social media ads on LinkedIn and at industry-specific events building trust and familiarity with our brand.

Results

We bumped our member participation by 2.5% annually, secured over $1.5MM from targeted prospect companies, and boosted revenue from broker partners who attended our events by 500%.

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