Insurance Firms Should Market More to Existing Policy Holders CMO Council Finds

In the case of marketers, there is a sense of frustration over budgetary constraints that have stalled investment in data analytics programs, which in reality could help jump start robust lead flow through more targeted and engaged prospect and client opportunities.

"Without a doubt, marketing is being called upon to deliver greater value and return, but there are still those marketers who focus on the top strata of accounts and ask what can be done to squeeze more loyalty from these large account. However, they are overlooking the gold mine that resides just below that key account line," said Donovan Neale-May, executive director of the CMO Council.