Market Overview

A.M. BestTV at IMCA: Account-Based Focus and Digital Strategies Are Remaking Insurance

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In this A.M.BestTV episode, marketers at the Insurance
Marketing and Communications Association (IMCA) Conference, Atlanta, GA,
said their challenge is to keep up with fast-changing technologies,
competition, branding and aligning their work with other internal
departments. Click on http://www.ambest.com/v.asp?v=imca718
to view the entire program.

Account-based marketing, which is a marketing message based on the
specific needs of a targeted account, is a key topic at this year's
conference.

"This type of marketing enables us to have better ideas on how to reach
out individually to participating companies to make more interesting the
product we are selling, which is earthquake insurance," said Christopher
Nance, chief operating officer, California Earthquake Authority.

Participants in this episode also said discussions at IMCA focused on
the collaboration between sales, marketing and underwriting, as well as
how to use that information across areas that traditionally have been
silos. Jim Flynn, president and chief executive officer, Hult Marketing,
said, "It is the goal of IMCA to break down the walls of these silos."

Also appearing in this episode:

  • Valerie Foster, vice president, director of marketing, Berkley
    Alliance Managers;
  • Anna Hargis, director of advertising, Shelter Insurance;
  • Peter Van Aartrijk, principal, Chromium Branding; and
  • Taylor Moore, marketing manager, McLarens.

Recent episodes of A.M.BestTV include:

  • Special Presentation on Catastrophe Insurance: The ‘Cat' Grows a
    Longer Tail
    : Insurance industry experts, modelers and government
    officials examine the mix of litigation, legislative initiatives and
    governmental interventions that have changed the rules for many
    worldwide disaster claims: http://www.ambest.com/v.asp?v=longtail2018.
  • New Technology and Business Models Help Grow Life Business in Asia,
    Says Sun Life's President and Chief Executive Officer
    : Dean
    Connor, president and chief executive officer, Sun Life Financial
    Inc.,
    said the company's early roots in some Asian markets are
    being enhanced by several new product initiatives and technology: http://www.ambest.com/v.asp?v=connor718.
  • How Insurers Are Managing Multiple Distribution Channels: The
    shift of sales to multiple, diverse channels affects areas such as
    underwriting, technology and the overall agent experience: http://www.ambest.com/v.asp?v=distributionchannels718.
  • Insurers in Africa Face Reinsurance, Risk Management Challenges,
    Says A.M. Best Analyst
    : Rishwinder Grewal, financial analyst, A.M.
    Best
    , said some insurers operating in the sub-Saharan region of
    Africa are incorporating enterprise risk management (ERM) into their
    operations, but must expand beyond individual silos: http://www.ambest.com/v.asp?v=africa718.

A.M.BestTV covers exclusive A.M. Best information and
reports, targeted topics and key developments in the (re)insurance
industry every Monday, Wednesday and Friday. Sign up for alerts of
episodes at http://www.ambest.com/multimedia/ambtvsignup.html.
View A.M.BestTV episodes at http://www.ambest.tv.

A.M. Best is the world's oldest and most authoritative insurance
rating and information source. For more information, visit
www.ambest.com.

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. ALL RIGHTS RESERVED.

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