Gartner Research

Engage External Influencers in Insurance to Drive Awareness and Trust

Published: 30 October 2017

ID: G00341813

Analyst(s): Derry Finkeldey

Summary

Technology buyers in insurance companies increasingly turn to independent advisors and industry groups to become educated and assess offerings. Technology product marketing leaders must identify external market influencers in the insurance industry and develop strategies to engage them.

Table Of Contents

Analysis

  • Introduction
  • Identify and Categorize Influencers Based on Their Role in the Insurance Technology Buying Cycle
    • Who Are the Influencers and Influential Communities That Insurers Go to for Advice and References?
    • Consider When Specific Influencers Are Involved in the Buying Life Cycle
    • Prioritize Influencers on Credibility, Independence, Exposure and Reach
  • Appeal to Influencers' Specific Point of View to Build Awareness and Interest
    • Track Influencer Activities and Opinions
    • Engage With Your Influencers
  • Educate Your Sales Teams About the Role and Reach of Influencers During the Buying Process
  • Appendix

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