078: Communication and Marketing with Michelle Leach and Verity Blair, co-founders of the Insurance Marketers Group (IMG)

<p>Is your organisation using its marketing department as well as it could, or should? Are you unsure how marketing can improve sales in an industry so reliant on face-to-face contact?</p> <p>In this episode, we’re thrilled to be speaking with Michelle Leach and Verity Blair, co-founders of the Insurance Marketers Group (IMG). The organisation was created in 2010 in order to give insurance marketing professionals the opportunity to meet face to face, discuss ideas, network, and hear from presenters on various topics. In conversation with Boston Tullis’ Sarah Myerscough, they explain how insurance marketing is generally an undervalued and underappreciated element within insurance organisations, and the various efforts being made by the IMG to alter this perception.</p> <p> </p> <p>Quote of the Episode</p> <p>“Businesses now understand that it's vital to put the customer at the centre of everything that they do, and that's where marketing comes in. That's where we can influence, where we can share data, where we can really help a business put the client at the centre of everything that it does.”</p> <p>The role of the insurer has expanded significantly over the last decade, from a policy provider above all else to a communicator and educator, who can offer support and advice to their clients. As customers expect different things from their insurance providers, and customer satisfaction becomes the very centre of their strategies, marketers can offer a wealth of services to boost communication between insurers, brokers, and clients.</p> <p> </p> <p>Key Takeaways</p> <p>At Boston Tullis, our primary aim is less to do with clinical, sales-oriented marketing, and more interested in improving communication between customers and insurance providers. The pandemic illustrated that marketing can be highly strategic in securing effective communication between these groups via digital means, given that insurance is typically geared towards face-to-face, personal interaction. This is further accentuated by the ever-increasing