Market Overview

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


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
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

"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.

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