Gartner Research

Engage External Influencers in Insurance to Drive Awareness and Trust

Published: 30 October 2017

ID: G00341813

Analyst(s): Derry Finkeldey


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


  • 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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.