Webinar : Capability first - How insurers can leverage MarTech in an ever-changing environment

1. Live & Interactive Webinar Capability First: How insurers juggle MarTech in an ever-changing environment

2. 2 Disclaimer Presentations are intended for educational purposes only and do not replace independent professional judgment. Statements of facts and opinions expressed are those of the participants individually and, unless expressly stated otherwise, are neither the opinion nor position of The Digital Insurer. The Digital Insurer do not endorse or approve, and assume no responsibility for, the content, accuracy or completeness of the information presented. Working together to accelerate the digital transformation of insurance

3. 3 Welcome Hugh Terry Founder The Digital Insurer Working together to accelerate the digital transformation of insurance

4. 4 Today’s Presenters & Panelists Working together to accelerate the digital transformation of insurance Mark Czajkowski Chief Marketing Officer, Manulife Singapore Joanna Kalenska-Guiridlian Global Head of Marketing and Client Experience, HSBC Asset Management Prashant Agarwal Head, Digital and Customer Ecosystems Marketing, AIA Group Moderator: Panelists: Gavin Gollogley Managing Director, Mindswide

5. 5 Today’s Agenda 75 Minutes Welcome Opening Remarks Short presentations: • Joanna Kalenska-Guiridlian • Prashant Agarwal • Mark Czajkowski Panel discussion Close Working together to accelerate the digital transformation of insurance

6. 6 Housekeeping How to participate If you have a question please type into the Q&A area If you have a comment please type into the chat area Polls Please respond to the poll questions throughout the webinar Your experience You can select slides only, slides + speaker, speaker only We will post links to booths and other info in the chat area Post-event We will send in a few days a link with recordings of the event including links to slides Working together to accelerate the digital transformation of insurance

7. 7 Gavin Gollogley Managing Director, Mindswide Gavin Gollogley Working together to accelerate the digital transformation of insurance

8. Capability First: How insurers juggle MarTech in an ever-changing environment

9. MARTECH SUPPORTING MARKETING TRANSFORMATION, ACCELERATE AND SCALE… https://www.mediacurrent.com/blog/martech-and-data-centralization • End-to-end engagement • Lead generation, increased conversions • Customer insights • Digital channel effectiveness • Program effectiveness • Much more… Marketing Technology (MarTech) refers to the set of digital tools marketers use to plan, execute, measure, and optimize ‘marketing’ activities When deployed correctly, they power key business and marketing programs designed to drive outcomes, such as:

10. 10 A DECADE LONG EXPLOSION OF MARTECH • Wild-and-crazy 11-year progression and explosion of what the MarTech landscape looks like • With the continuous release of new and emerging tools, the marketing technology landscape is rapidly evolving, with hundreds of different software technologies crowding an ever-increasing number of categories. • Challenging to stay aware and knowledgeable on all Marketing Technology Landscape 2022: search 9,932 solutions on martechmap.com - Chief Marketing Technologist (chiefmartec.com)

11. EATING (UNDERSTANDING) THE ELEPHANT… MarTech solutions focus on Advertising & Promotions, Content & Experience, Social & Relationships, Commerce & Sales, Data and Management. ADVERTISING & PROMOTION CONTENT & EXPERIENCE SOCIAL & RELATIONSHIPS COMMERCE & SALES DATA MANAGEMENT Alternatives..

12. THE CHANGING ROLE OF… Quantum Marketing– Raja Rajamannar (https://www.amazon.com/Quantum-Marketing-Mastering-Tomorrows-Consumers/dp/1400223954) https://www.gartner.com/en/webinars/4005932/the-gartner-cmo-leadership-vision-for-2022-3-key-trends PRODUCT MARKETING EMOTIONAL MARKETING DATA DRIVEN MARKETING DIGITAL & SOCIAL MARKETING QUANTUM MARKETING MARKETING MARKETER Understand the changing paradigm and acknowledges the wider implications to a business - strategy, people, process and governance Changing Paradigm

13. FOLLOW THE MONEY https://emtemp.gcom.cloud/ngw/globalassets/en/marketing/documents/marketing_budgets_2022research.pdf Marketing Budgets Climbed From 6.4% of Company Revenue in 2021 to 9.5% in 2022, but Still Lag Behind Pre-pandemic Spending Marketing’s Resource Mix Largely Unchanged Year Over Year

14. PLANNED MARTECH INVESTMENT (INSURANCE) • Insurance CMOs called out their specific areas of spend in regard to marketing technologies • Success seems to start with a strong focus on data https://marketing.acxiom.com/rs/982-LRE-196/images/eBook-Marketing-Transformation-for-Insurance.pdf

15. WINNING COMBINATION: TECHNOLOGY + CREATIVITY + + …

16. THEMES FOR TODAY THE DISRUPTION OF THE CMO ROLE IN FINANCIAL SERVICES CDP (CUSTOMER DATA PLATFORMS) AND THEIR IMPORTANCE IN A DEEPER UNDERSTANDING OF THE CUSTOMER LIFE CYCLE BUILDING A SCALABLE MARTECH ARCHITECTURE TO MATCH OPPORTUNITIES ADVISOR AS CMO – HOW MARTECH CAN ENABLE YOUR SALES FORCE LEVERAGING MARTECH TO SUPPORT AND MEASURE ENVIRONMENTAL SUSTAINABILITY SURVIVING THE DEPRECATION OF 3RD PARTY COOKIES AND INCREASED FOCUS ON CUSTOMER DATA PRIVACY OVERCOMING THE CHALLENGES OF MARTECH UTILISATION OPPORTUNITIES WITH GENERATIVE AI

17. 17 Gavin Gollogley Managing Director, Mindswide Gavin Gollogley Working together to accelerate the digital transformation of insurance

18. 18 Joanna Kalenska-Guiridlian Working together to accelerate the digital transformation of insurance Joanna Kalenska-Guiridlian Global Head of Marketing and Client Experience, HSBC Asset Management

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23. 23 Joanna Kalenska-Guiridlian Working together to accelerate the digital transformation of insurance Joanna Kalenska-Guiridlian Global Head of Marketing and Client Experience, HSBC Asset Management

24. 24 Prashant Agarwal Head, Digital and Customer Ecosystems Marketing, AIA Group Prashant Agarwal Working together to accelerate the digital transformation of insurance

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31. 31 Prashant Agarwal Head, Digital and Customer Ecosystems Marketing, AIA Group Prashant Agarwal Working together to accelerate the digital transformation of insurance

32. 32 Mark Czajkowski Chief Marketing Officer, Manulife Singapore Mark Czajkowski Working together to accelerate the digital transformation of insurance

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38. 38 Mark Czajkowski Chief Marketing Officer, Manulife Singapore Mark Czajkowski Working together to accelerate the digital transformation of insurance

40. 40 Poll 1 Question What are your key drivers for investment in MarTech? Options: 1. Customer acquisition and retention 2. A strong data framework that ensures a high degree of accuracy 3. Platforms that can deliver seamless and relevant customer experiences across channels and devices 4. Tools to measure ROI on all efforts 5. Content management and amplification Working together to accelerate the digital transformation of insurance

41. THEMES FOR TODAY THE DISRUPTION OF THE CMO ROLE IN FINANCIAL SERVICES CDP (CUSTOMER DATA PLATFORMS) AND THEIR IMPORTANCE IN A DEEPER UNDERSTANDING OF THE CUSTOMER LIFE CYCLE BUILDING A SCALABLE MARTECH ARCHITECTURE TO MATCH OPPORTUNITIES ADVISOR AS CMO – HOW MARTECH CAN ENABLE YOUR SALES FORCE LEVERAGING MARTECH TO SUPPORT AND MEASURE ENVIRONMENTAL SUSTAINABILITY SURVIVING THE DEPRECATION OF 3RD PARTY COOKIES AND INCREASED FOCUS ON CUSTOMER DATA PRIVACY OVERCOMING THE CHALLENGES OF MARTECH UTILISATION OPPORTUNITIES WITH GENERATIVE AI

42. 42 Poll 2 Question What is the key obstacle to successful MarTech implementations? Options: 1. Typical Marketing pain points (coordinating silos, understanding the tech, etc.) 2. Too many competing and overlapping tools to choose from 3. Potential roadblocks to successfully unifying data (ownership, quality, privacy, etc.) 4. Complexities in integrating the technologies 5. Investment drivers and expectations are more to larger transformation strategies Working together to accelerate the digital transformation of insurance

44. 44 Feedback please! Feedback on Today’s Event, Four Ways... ▪ Use the link in the chat now ▪ At the end of today’s event using survey prompt ▪ When you receive the recording link email ▪ Directly to TDI or any of the speakers Working together to accelerate the digital transformation of insurance

45. Live & Interactive Webinar Capability First: How insurers juggle MarTech in an ever-changing environment Thanks for your time today! (feedback please)

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