Trends Report

The B2B/Commercial Insurance Industry Faces A Channel Inflection Point

The Call To Digitally Enable A Traditionally Analog Channel

June 6th, 2016
TH
Tim Harmon
With contributors:
Peter O'Neill , Jacob Milender

Summary

The independent agent/broker (IA/B) channel remains vital to the B2B insurance industry, but its immaturity in customer digital engagement — and the lack of enablement of such by insurance carriers' B2B marketing professionals — is out of sync with customers' journeys and is impeding carriers' ability to effect a positive customer experience. This report outlines the state of IA/Bs' businesses and the challenges and opportunities B2B marketers have to enhance the digital connections between both their companies and their IA/B channel partners and their IA/B partners and customers.

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