What is Trigger Marketing?

Anybody who owns a business knows that marketing is very important to growing that business. But it might take a little more thought to determine exactly what kind of marketing will work best for your business. There are so many ways for an independent agent to market their business, and it can be overwhelming to research all of them. But we’ve got a tip for you: try trigger marketing. It might just help you to stand out from your competition! Not sure what it is, or how to use it? We’ve got all the info below, so read on to find out how and why you should utilize trigger marketing for your business.

Trigger Marketing

online survey
Triggered marketing focuses on when a customer makes contact with your business such as filling out an online form.

Trigger marketing is an email marketing tactic that uses automatically triggered communications based on specific events in a customer’s life, or at specific points in your relationship. For example, trigger email, or behavior or transactional email, is an automated email that is automatically sent when a subscriber takes a particular action or engages with your company.

The events that you can choose to trigger emails can include when a customer:

  • Fills out a form
  • Opens an email from you
  • Views your page
  • Interacts with your chat-box
  • Signs up for an event or list

Trigger emails are especially helpful for use with new clients: you can trigger a sequence of welcome emails that will help to nurture your new lead. Or, you can use trigger emails to try to win lost customers back. The great thing about trigger marketing is that it can be set up to run continuously, which will produce results, and save you time.

Benefits Of Trigger Marketing

Using trigger marketing can have a lot of benefits for your agency, like:

  • Trigger emails generate 4x more revenue and 18x greater profit than regular emails, according to Forrester Research.
  • Additionally, triggered emails have been found to contribute over 30% of overall email revenue.
  • Trigger marketing helps build relationships with customers, because it allows them to feel seen.
  • You’ll be able to nurture your leads efficiently, pushing them further along in their journey with your business
  • You’ll increase customer retention when you send automated emails to customers who have already worked with you, since you’ll be encouraging repeat purchases and building long-term relationships.
  • You’ll end up with fewer complaints and fewer opt-outs when you have triggered emails, which ensure customers receive regular communication from you.
  • Your messages will always be timely and customer-focused, which generates more value for your customers.
  • You will also save time, which will allow you to focus on other things in your business.

How To Use Trigger Marketingsea of people in different colors of black, red and white

If you want to utilize trigger marketing, you’ll first need to understand who you’re targeting. Once you know what kind of customers you’re trying to connect with, you’ll be able to understand their problems and motivations.

Next, you will need to define your triggering events so that you can automate your system to respond to these events. You’ll need to create a variety of correspondences that align with these events. You can update a customer’s profile, add the customer to a list, categorize the customer, and then see what kind of marketing will suit them. For example, if someone visits your web page, you can have a triggered email sent to them with more related content, so that they can get more of what they’re looking for from you specifically.

One important thing to note is that you need to ensure you are personalizing your messages, because customers want you to feel like you care about them and that you’re making an effort to reach out to them personally. You can personalize automated messages using customers’ names when addressing them, and then identify where they are on their journey with you, so they don’t feel like you’re sending them spam.

Looking For Leads?

If you’re still looking to build your client list, come to Benepath! Working with Benepath means you’ll be able to free up more of your time and increase your sales. We offer you real-time exclusive leads who are warmed up and ready to purchase an insurance plan. You just have to provide us with the days and times you are available so that we can send you to live transfer calls during your specific hours.

In short, we do all the work for you, finding you pre-qualified leads and simply passing them off to you to make the sale. Benepath will provide you with better tools, more guidance, unsurpassed sales training, and techniques from the most successful agents and trainers in the industry, not to mention the best leads available! To get more information, fill out the form below or call 866-368-0377.

The 3 Stages of The Conversion Process

Marketing is the key to a business’s success. It’s how you reach your audience, and how you guide the entire customer journey from beginning to end. But marketing is not just about getting the word out there, it’s about communicating and developing relationships with consumers. And that’s no simple thing: in fact, some businesses struggle with how to target leads, attract the right kind of people to their business, and guide them through the conversion process. But don’t worry: if you’re up on the main stages of the conversion process, and know what to do every step of the way, you’ll be able to attract leads and successfully navigate them through to becoming loyal customers.

1. The Awareness Stage

website page
Create a landing page or infographic that introduces your brand, service, or product to new visitors.

This stage is considered the top of the marketing funnel. During this stage, you need to get your lead’s attention, and the best way to do this is to provide a solution to a problem in the insurance market. This will help to get their attention, help them become aware of your business, and help them to associate it with positive emotions like trust and confidence.

During this stage you can:

  • Create a landing page or infographic that introduces your brand, service, or product to new visitors.
  • Share a post on social media that highlights your unique selling proposition.
  • Use paid ads on social media and in podcasts that are relevant to your target audience.

2. The Consideration Stage

The consideration stage is the middle of the sales funnel, and is the time when a prospect is looking into their insurance options, and also considering if they should work with you. At this stage, you should try to build trust by answering questions, so you can guide your leads further through the funnel. It’s still a little early for them to settle on you, but if you got their attention during the awareness stage, they’re thinking about choosing you.

So how can you persuade them? Try sharing specific details about three ways you can help them, direct them to the right insurance plan for them, and show them how you can find them quotes in just a few minutes. You can also:

  • Write a how-to guide or article that answers questions and eliminates any doubts that potential customers may experience.
  • Share social proof, like customer reviews and testimonies, to build even more trust.

3. The Conversion Stage

paper with charts on it
Making feature and price comparison charts easy to access and understand.

Now the prospect is at the bottom of the funnel, has decided that they want more details and information on the insurance you offer, and is considering becoming your customer.

During this stage, consider:

  • Making feature and price comparison charts easy to access and understand.
  • Sending email marketing campaigns and using on-site surveys.

Need Help Finding Leads?

One of the most important things you’ll need to focus on for your business is guiding leads through the conversion process, but before you can start doing that, you need leads that are qualified and ready to be converted! And what better way to find leads like this than by getting hand-delivered, ready-to-buy leads from Benepath? When you work with Benepath, receiving reliable, exclusive leads is the easy part.

We provide real-time leads through a secured process and give you a customized thank-you page so your leads will be ready for your call. This thank-you page assures leads that they won’t be bounced around between agents and gives them a feeling of connection with you right from the start. We offer the leads, and, while it is up to you to properly nurture your leads, we’ll be behind you every step of the way. You’ll find, though, that our leads don’t need much nurturing because they are ready to speak with you and buy your product! But if they do need some nurturing, follow the effective ways mentioned above to seal the deal. To get more information, fill out the form below or call 866-368-0377.

The Insurance Agent’s Guide to Cross-Selling

Cross-selling is a great way to help your business grow, while helping your clients with their insurance needs at the same time. It’s a win-win! But some agents might hesitate to cross-sell, thinking that their efforts will backfire and that they might seem pushy.

Consider this: according to one study, 60% of insurance consumers feel like their insurance agents don’t offer any value after the initial policy purchase – and cross-selling can be a way to offer more value to them. Think of it as a way to reach out to your customers, and remind them that you can continuously help protect them and their assets.

So the question is: how do you successfully cross-sell to them?

Cross-Selling Strategies

First and foremost, it’s important to know who you should try to cross-sell to. It would be useless (and possibly detrimental) to simply email everyone in your system; rather, you will have to narrow down your customer list to those who already have specific policies, and personalize communications with specific customers based on what would add value to their life. For example, do you have a customer who currently owns a business? Consider offering them commercial insurance, and ask if they will need personal health insurance for their family or group insurance for their employees.

What else do you need to keep in mind? The following strategies can help you successfully cross-sell:thw word when made out of questions

  • Learn when to cross-sell- Never try to cross-sell during an initial sale. Instead, just plant your seed, and help them with the initial product they were interested in.
  • Establish relationships- When you interact with your clients, remember to make notes, so you can remember anything they mention that might mean they’ll need other types of insurance down the road.
  • Use email marketing effectively- Create a series of emails that you can send to clients with informative content that will keep you in mind in case they need more insurance. Include a call-to-action in these emails so they can reach out for help when they are ready. These emails are just meant to emphasize that you are a valuable resource for advice and information, so specific policies shouldn’t be mentioned until the final email.

Showing Your Value

Great agents know that it is all about showing their value to leads and customers. You need to show that you are an expert, not only when it comes to explaining insurance and giving them access to the best policies, but also when it comes to protecting their needs and interests. Remind your customers that you are there to make their lives easier and better. You can do this with regular communication, so you can keep up with what’s going on in their lives and know how you can help. Remember to use emails that are personalized to their needs, and to call them regularly, not just when it’s time to renew their plans.

Looking For Leads?magnifying glass over colorful group of people

Cross-selling is a great way to build your business, but before you can do that, you need to build your customer list. And what better way to do this than by getting hand-delivered, ready-to-buy leads from Benepath? When you work with Benepath, receiving reliable, exclusive leads is the easy part.

We provide real-time leads through a secured process and give you a customized thank-you page so your leads will be ready for your call. This thank-you page assures leads that they won’t be bounced around between agents and gives them a feeling of connection with you right from the start. We offer the leads, and while it is up to you to properly nurture your leads, we’ll be behind you every step of the way. You’ll find, though, that our leads don’t need much nurturing because they are ready to speak with you and buy your product! To get more information, fill out the form below or call 866-368-0377.

Increase Retention with Relationship Marketing Strategies

Converting a lead into a customer is great, but you can’t stop there: you’ve also got to turn that customer into a customer for life. And you can do this if you keep your relationship with them going by using relationship marketing strategies. Relationship marketing is not just about messaging customers when it comes to renewal time, or even about remembering their birthdays. This type of marketing involves a continuing effort to provide a unique experience for each of your customers, so that they can be assets to you for many years to come, buying more of your products and referring you to others.

Why Focus On Existing Customers?

magnifying glass over characters in different colors
Existing customers are 50% more likely to try new services, and they spend around 31% more than new customer/

Is it really more important to focus on developing relationships with existing clients than to look for new leads? Well, consider this: the probability of selling to a new prospect is just 5-20%, while the probability of selling to an existing customer is 60 -70%!. Not only that, but did you know that existing customers are 50% more likely to try new services, and they spend around 31% more when compared to new customers? But that’s not the only reason to focus on building relationships with your existing customers. Customers who have a great relationship with their agent will remain loyal to you and your company.

You want your customer to feel completely safe and satisfied with you as their agent, and that you always deliver what you promise. How do you go about ensuring all this?

Relationship Marketing Strategies

So, we know that maintaining a strong relationship with your clients is the way to keep your business growing: in fact, agents who use relationship marketing strategies tend to grow their portfolios by 42%. And it’s not difficult: think of your relationship marketing strategy as building a relationship with someone you’re interested in. You’ll need to:

  1. Attract- First you’ll need to grab the attention of leads, and draw them in to engage with your business.
  2. Connect- Next you’ll need to establish communication with your leads.
  3. Courting- Now that you’ve got their interest, try to turn them into customers by helping them, showing them what you can do for them/offer them, and nurturing them.
  4. Relationship- If your nurturing campaign has worked, your lead is now your customer, and it’s time to make sure that they remain a customer for a long time.
  5. Marriage- Your open lines of communication and customer services have left the customer so pleased that they have said yes to your proposal, and now you have a customer for life.

The best way to accomplish the above is to:blue bubble with two bubbles with stars inside them

  • Listen to customer feedback- Ask customers to fill out a survey or leave a review of your business so you can pinpoint what you need to improve.
  • Invest in technology that can help you stay on top of your relationships– Customer Relationship Management (CRM) software can help you manage customers, personalize messages, and maintain regular communication and touchpoints.
  • Reward your customers for their loyalty– Delight your customers with tokens of your appreciation, like gift cards with a thoughtful thank you note.
  • Email marketing– Email marketing can help you continuously inform your customers of important information about their plan, events of interest to them, industry news, etc.

Looking For More Leads?

Creating strong relationships with customers doesn’t happen overnight. But if you take the time to build your relationship marketing strategy, you’ll be able to grow your business a little bit faster!

In the meantime, if you’re looking for new leads, and to grow your business, Benepath can help! We offer exclusive leads who are ready to buy – all you have to do is tell us when you are available to work with them. Benepath will provide you with better tools, more guidance, unsurpassed sales training, and techniques from the most successful agents and trainers in the industry, not to mention the best leads available. To get more information, fill out the form above, or call 866-368-0377.

Want a High ROI? Here’s Where to Begin

If you’ve been trying out multiple marketing tactics to bring in new leads, you’re probably wondering if the work you’re putting in is worth it. When you put your money toward marketing, you want that investment to come back to you at least two-fold, so you need to calculate if you’re getting a return on investment that’s worth the money you’re putting in. Some marketing strategies might have worked for you, and some of them might have failed, but if you’re struggling with your marketing, we have some fool-proof ways to get a high ROI.

Focus On Current Customers

Are you spending all of your time (and money) focusing on marketing that will bring in new prospects and leads? Getting new customers is important, but don’t forget that your current customers are your bread and butter. When you market to your current customers, you can sell more policies, boost your retention rates, and get more referrals.

In fact, one major study found that cold calling prospects led to a closing rate of 11%, whereas referral prospects had a closing rate of close to 40%. This means that the chance of successful sales nearly quadrupled when prospecting from referrals, proving there is a lot of value in marketing to existing customers, retaining them, and keeping them satisfied so you can continue to get referrals.

Email Or Social?hand holding a cell phone with conversation bubbles coming out of it

The debate over which is the better marketing tool is a long and ongoing one between many agents, and those in the business world in general. So does focusing on social media or email marketing get you a higher ROI? It might surprise you to find out that when you post something on Facebook, you often have only a 1 to 2% chance of followers seeing your post and interacting with it, but email marketing has an open rate of 21.7%. We’re not saying that you shouldn’t focus on posting on social media as part of your overall marketing strategy, but if you want to reach more people, you should focus on your email marketing list.

Automated Marketing

Have you thought about automating your marketing in order to make things easier for you? Many agents use automated marketing to free up valuable time, so they can spend it on other aspects of their business, such as customer service or actually selling insurance. Automated marketing involves campaign email marketing and posting on social media, all of which are predetermined, programmed, and executed using marketing automation software. The program can set up marketing campaigns and track web visitors, as well as measure the performance of your marketing campaigns. According to Gleanster, CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue (79%) and get higher quality leads (76%).

Work With Benepath

paper airplanes flying towards a red target
Benepath provides you with ready to buy leads, and the tools to succeed.

But what if you are looking for an easier and cheaper way to get a high ROI? Well, consider taking advantage of the amazing benefits of Benepath! This is one sure way to guarantee the biggest bang for your buck. We manage 100% of our own marketing, utilizing search, content, and social media to generate leads and deliver them to agents across the country. We use your feedback to make continual improvements to our campaigns so you can maximize your sales. We will provide exclusive ready-to-buy leads so you can speak to more interested consumers and start making more sales! Your time is important, so work more effectively with our exclusive leads.

Benepath will provide you with better tools, more guidance, unsurpassed sales training, and techniques from the most successful agents and trainers in the industry, not to mention the best leads available. To get more information, fill out the form above, or call 866-368-0377.

Cross-Selling Tips To Generate More Revenue

While selling one or two insurance products will generate revenue for you, adding more products will really increase your revenue. Cross-selling insurance is a sure way to make more money because, when it comes down to it, you are more likely to sell to an existing customer than to a new lead. Existing customers have already committed to working with you and trust you to deliver solutions for their insurance needs. In addition, you’ll end up making more money by selling to your current customers, because it costs 7-9 times more to attract a new customer than to keep an existing one. But before you can attempt to cross-sell to your existing customers, take a look at the following strategies for best helping your customers.

1. Know Your Customers/Build Relationships

caucasian woman in a business suit sitting down with a laptop on her lap with a cellphone to her ear smiling.

Don’t just focus on trying to make sales, build solid relationships. You’re more likely to keep your customers, and have an opportunity to cross-sell to them, if you take the time to build personal connections with them. When you take the time to get to know them, you learn what their needs are. If you know them well and know what is happening in their lives, you’ll be able to offer more coverage down the line.

2. Use Agency Management Software

76% of agents use sales technology to increase efficiency. If you don’t have customer management software that helps keep you organized and keep up with your customers and their behavior patterns, then you should consider investing in it.

3. Email Marketingcaucasian hand typing on a laptop keyboard with email drawing going towards the screen.

Many of your current customers are most likely on your email subscription list. In addition to using emails to alert customers of any changes to policies, or to send them relatable information/articles or holiday and thank you emails, you can use your emails to cross-sell. Reach out to your customers with different insurance policies they should look into or you think would benefit them. It puts the thought out there, makes them think, and possibly makes them the perfect candidate to cross-sell to.

4. Focus On Service Calls

Take opportunities to cross-sell to your clients when they arise. If they call or drop by to discuss their account or change their policy or information, take the chance to assess their needs and offer them insurance products that can benefit them. Go through their profile, look at what coverage they have, and see what other coverage they might be missing. Talk to them about how they might be able to save money, because everyone loves to save money!

Cross-selling insurance products to your existing customers can both help your clients and help your business grow. Your customers will remain loyal and trust you to provide them with valuable insurance based on their needs. And the one thing loyal customers bring in is more business!

How to Follow-Up the Right Way

We live in a time of information overload. Let’s face it–your email may just be glanced over if not sent directly to the spam bin. If you want to convert your spam to sale, you have to write follow-up emails that work.

Repetitive language and email templates aren’t going to get you any closer to success, especially if you’re using phrases like “just seeing how you’re doing.” Language like this is overused like the words “very” or “good.”

Now, there’s nothing wrong with these words; but there’s a time and place. Starting an email with “I’m very excited. Have you seen this very good discount?” is going to send anyone into snoresville.

Enough about the wrong ways, let’s go over how you can send a follow-up the right way. Just keep these ideas in mind: Define, Clarify, and Time.


Like starting a road trip, you won’t get far if you just hop in the car with no destination in mind. If you’re writing a follow-up email, you have to understand what your purpose is. This is one of the biggest mistakes people make.

man sending a follow-up email at his desk
Defining your email is the best place to start. Make sure you know why you’re sending the message in the first place.

The point of defining your follow-up is like setting your GPS. These are the most common types:

  • Reminder- Prompting someone to respond to an earlier email.
  • Thank You- Showing appreciation for a sale or otherwise.
  • Request- Asking for more information or another sales push

Knowing which one you’re writing is going to give you the parameters for your call-to-action. A reminder follow-up has a completely different tone than a thank-you.

Define clearly what your objective is for your email. We’ll take the reminder as an example. You’ve spoken with a client, and the conversation went well. It’s been longer than necessary for a callback, so you decide to reach out and send a follow-up email.

Your needs are not to congratulate them or request anything; you simply need to remind them about your earlier conversation. Your call-to-action is similar to what you’ve spoken about before. Now that you understand this, it’s time to clarify.


The immediate message your client takes from your email shouldn’t be “hey, you forgot about me trying to sell you this.” It has to be something human. It’s difficult, but you have to catch their eye with something emotional, something that makes them want to read more.

Your opening line can be the same as your subject line. It has to hook the reader, make them feel something about your connection (or make them regret not connecting earlier). This can involve some homework.

Involve information from the last time you spoke. You can open with “Remember [topic] we spoke about last week?” or “Congrats on [achievement].” Remember to keep these openers professional. While humor is a good way to connect with people, maintaining a professional air during written correspondence is always in style.

After the opening paragraph (and their hook for caring), you must deliver a clear purpose. Be as straightforward as possible without coming off as rude. For example, instead of stating “I’d like to call you sometime this week,” write “I’d love to chat with you about [topic] we covered last time. How does Wednesday afternoon sound?”

The more concrete you sound, the better. People respond well to clear, concise phrasing, especially if it concerns their finances. No one wants to be confused when it comes to their money.

sending a follow-up email with a cell phone
Bonus tip: if you’re sending emails with your phone, make sure they’re still formatted correctly!


So, now that you’ve defined what your follow-up is for, including the call-to-action, and you’ve drafted an email with a clear purpose, there is one last thing to consider. Before you hit the send button, make sure you have the email timed correctly.

This means to be mindful of the situation you’re responding to. For example, if your purpose is to prompt another conversation, like an interview, you’d likely wait a week or so. Nothing irritates a prospective employer more than constant proddings.

However, if it’s a thank-you note or something similar, that is perfectly acceptable within a 24-hour period. The point is to make sure the email’s purpose aligns with how much time it takes up. If someone just needs to read it quickly and can continue with their day, then a shorter time frame is fine. If your email has more of a time commitment attached (like a new meeting or more tasks), then wait longer to send.

Follow-up emails have major power for your business. If you’re looking to drive up conversion rates, nothing works faster than proper communication. People will not only respect you as a reliable source, but they’ll also trust you with their business, valuing your relationship.

Keep Things Simple When Designing an Email Marketing Campaign

Email marketing campaigns are valuable to both the insurance agency and their clients or potential leads. Through such a campaign, an agency can provide useful and essential information about various insurance topics. However, the topic of insurance can get complicated and complex. Therefore, it is important to remember to keep these campaigns simple and easy to understand.

Sometimes an insurance topic needs to be boiled down into something simple and easy to digest. This is the time for agents to ensure that the information in the email marketing campaign is understandable to just about everyone. Make sure that the information in the email is easy to comprehend and is consistent with the information in the subject line of the email.

The relationship between the subject line and the content of the email marketing campaign is important to any successful email campaign. A subject line that does not correspond with the information within the email is an annoyance to readers. Therefore, the subject line is no place for promises of something and then have the email body content say something entirely different.

In other words, the intention of the subject line should match the content of the body of your email and vice versa, the content of the body of your email should match the subject line. Congruity is important. The subject line should be the lead to your email content.

Leverage timely topics in the insurance industry and make sure the subject line is your lead. Remember to measure the results of your campaigns for opens, click-throughs and opt-outs. Testing is an essential part of all email campaigns and once you get used to it, your campaigns are going to be more successful.


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