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Customer activation through buyer personas at Credit Life

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Discover how the specialised insurer for life and disability insurance successfully achieves customer activation through buyer persona research and an integrated B2B marketing campaign crafted by SPOTONVISION.

The challenge – activation through buyer personas

Credit Life’s mission revolves around “Together, Strong, Secure”. In the Netherlands, they offer tailored insurance solutions. Financial advisors, acting as intermediaries, are crucial for Credit Life. Therefore, it is essential to gain insight into the needs and challenges of these financial advisors, especially the more passive ones.

Credit Life aims to understand how they can better support these advisors during the advisory process and how they can remain top-of-mind with financial advisors. To tackle these challenges, Credit Life collaborates with SPOTONVISION.

“I am very pleased with our integrated marketing campaign. We are seeing fantastic results in the number of requests, which is what we aim for! I am also incredibly happy with the collaboration between account management and the marketing team. This is a great mix that creates a significant impact!”

Barbara Hofland-Echter, Marketing Communication Manager – Credit Life

The solution

Through Buyer Persona research, SPOTONVISION maps out the needs, challenges, and buyer journey of the financial advisor. This activation through buyer personas serves as the foundation for an integrated marketing campaign with tailored content for each stage of the advisory process, all compiled into a Toolkit specifically designed for the financial advisor.

Together, the Sales, Marketing, and SPOTONVISION teams roll out the campaign with both online and offline activities. Using a dashboard, the campaign’s success can be effectively monitored, allowing for continuous optimisation. As a result, Credit Life now possesses crucial insights into their target audience, the right content to address the pain points of advisors, and strategies to activate them. Additionally, they can better scale their marketing activities and have all the insights needed to expand the campaign effectively.

The result – successful customer activation and support

Thanks to the insights gained from research, the integrated marketing campaign, and the combined efforts of Sales, Marketing, and SPOTONVISION, we are achieving outstanding results and making significant strides in activating and continuously providing smart support to our financial advisors.

Mapping out your target audience and implementing a structured marketing campaign is essential for B2B success. Curious about how SPOTONVISION can help your organisation increase customer activation? Contact us for a consultation. Join Barbara and our clients in elevating your B2B marketing to the next level.