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For eBusiness & Channel Strategy Professionals

Use Needs-Based Content To Improve Insurance Sales

Digital Feature Fix: Product-First Sales Strategies Are Shortsighted And A Competitive Disadvantage

December 20, 2018


  • By Benjamin Ensor,
  • August du Pont
  • with Alyson Clarke,
  • Piers Conway,
  • Sam Bartlett

Why Read This Brief

Our reviews often reveal that insurance websites and mobile apps are missing important content, features, or functions that help customers complete their goals. While most insurance agents take a needs-based approach to sales when talking to prospects in person, many insurance companies fail to do the same on digital touchpoints. This brief explains why goal-oriented content is important in driving sales, illustrates good practices from leading firms, and helps digital teams understand how to implement goal-oriented content effectively.

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