Published: 29 May 2024
Vendors often ask Gartner if their insurance messaging is differentiated, and we have found they repeat common mistakes. Product leaders should use this research to generate more effective business value messaging to improve product marketing in the insurance vertical.
Digital transformation platitudes are overused and ineffective in messaging to insurance technology buyers,wasting money on sales and marketing, and hindering consensus creation across complex buying teams.
Verticalized vendors with one or more specialist solutions need to be able to “talk the talk” and place their solution in the context of the flow of departmental activities and adjacent solutions that may require integration.
Vendors selling horizontal services or solutions that cut across the range of insurance activities need to focus their messaging on strategic challenges and opportunities, and to analyze what the insurer needs to do differently to address these
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