Learn how Sun Life Financial used customer intelligence to create targeted marketing messages and saved nearly $1 million in market research costs in the process.

1. Webinar Series
Insight that drives sales
Webinar Series

2. Kelly Hall
Chief Customer Officer
Vision Critical
Lindsey Colella
Associate Director,
Insights Integration
Sun Life Financial
Meet our speakers

3. The opportunity
Capitalize on a growing market

4. Challenges
Competitive pressure
to stay ahead in a
growing market
Communicating
product value to the
end purchaser
Selling through an
intermediary who needs
to be fully equipped

5. Strategy:
Build stronger relationships with brokers to promote Sun Life Financial
1 2 3
Test and validate
materials to
substantiate
research
Align marketing
material with
those challenges
Understand
employer
challenges and
broker difficulties

6. The right
message for the
right audience

7. Why an insight
community?
● Faster, more consistent insight
● Opt-in to drive engagement
● Two-way engagement
● Test and validate research
● Build an ongoing relationship

8. Use case:
Stop-loss flyer
● Pinpoint where education
is needed
● Challenge assumptions of
what helps and hinders
● Test, re-test and validate

9. Measuring success
98%
of sales reps said
material outshone
competition
75%
of brokers would
share the new
content
15%
increase in broker
satisfaction with
marketing material
$958,000
saved in research costs

10. Leveraging
the value of
relationships
● Deliver a better client experience
● Influence other marketing material
● Won advocates with our CEO
and executive team
● Community insight is now key
to strategic planning

11. Understand strategic objectives of the business
Avoid assumptions
Test, validate and repeat to truly have an impact
Be a champion of customer intelligence
Key takeaways
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12. Q&A with Lindsey Colella
Lindsey Colella
Associate Director,
Insights Integration
Sun Life Financial