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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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1.
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I am definitely open to implementing new marketing ideas and strategies. |
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2.
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I feel very skeptical when individuals try to give me marketing advice. |
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3.
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Most efforts to help me in insurance marketing have resulted in the betrayal of my trust. |
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4.
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I accept constructive criticism easily. |
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5.
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The only effective marketing is word of mouth. Marketing doesn't work. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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6.
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I tend to work well with outside firms that offer consulting or help with marketing. |
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7.
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It is possible for a marketing professional to advise an insurance marketer or insurance executive on how to effectively market an insurance-related value proposition even if they're not an insurance expert, only a marketing and PR expert. |
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8.
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Agents only care about commissions. |
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9.
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Despite the quality of the advertising, the volume of promotion sent out can have a direct influence on sales volume. |
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10.
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The response rate will be higher for promotional pieces sent to existing producers than for promotional pieces sent to brand new prospective producers. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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11.
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My company has a yearly marketing plan. |
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12.
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Our team understands that investing in promotion and marketing is vital for the survival and future of our company. |
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13.
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Do you have a marketing budget? |
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14.
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"One shot" marketing doesn't work. A campaign has to include multiple impressions to the same target audience (agents) before a campaign can be evaluated. |
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15.
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When sales and revenues are decreasing, our marketing budget should also decrease. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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16.
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The number of leads obtained from a campaign depends on multiple factors, including but not limited to the value proposition, the quality of producers the campaign targets, and the medium being used (email, direct mail, etc.). |
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17.
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Results from marketing partly depend on my company's ability to follow up on leads and convert leads into sales. |
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18.
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I send out a marketing piece only once (i.e. one email, one mailer) before I evaluate whether it worked or not. |
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19.
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Surveys are vital. My company surveys the type of producers we want to recruit and uses the results to create effective advertising pieces that will motivate that specific type of producer to do business with us. |
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20.
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We have had good results with marketing in the past so I know what type(s) of messages tend to do well with the producers I'm trying to reach. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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21.
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Past invoices or business history is analyzed in my organization to determine which service(s) my producers are reaching the most for, and this data is used as a basis for my advertising messages. |
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22.
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As a result of surveying producers who have done business with us, we know what prompted their choice and we incorporate that information in our marketing efforts. |
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23.
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I feel deeply in touch with the viewpoint and the mindset of my target audience (producers), and I know how they think. |
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24.
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I can build an ideal producer's profile for each of the products or services that we offer them. |
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25.
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The ads I have done in the past are based on market research, and I know which buttons each ad is pushing and which benefits producers may find value in. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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26.
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Marketing to our target audience has been hit-or-miss. We don't particularly know how to handle this. |
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27.
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Word of mouth regarding our services is either non-existent or is less than fully adequate. |
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28.
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If somebody searches for my company or myself online, they will find favorable reviews or third-party endorsements, and our website is easily found. |
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29.
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If somebody searched for our company or myself online, they would find bad reviews or negative information. |
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30.
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Our brand (or name) is recognized in the industry, and new prospects who haven't done business with us are likely to have heard of us. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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31.
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We get an optimum amount of referral business as our producers are happy/satisfied with what we provide them. |
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32.
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Our organization is aware of the value of Public Relations and its impact on the amount of business we generate. There are conscious and definite efforts to do PR. |
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33.
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Efforts to help our target audience include editorial and educational content via blogs, publications, or white papers, etc. |
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34.
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We have gathered testimonials, success stories or case studies from producers we have helped, and we routinely promote them widely. |
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35.
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We procure publicity (press or publication coverage) and endorsements in our industry. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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36.
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We know how to utilize social media, and it is working well for our company. |
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37.
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We have a consultative and helpful approach with our producers and manage our producer satisfaction rate. |
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38.
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We have a visually compelling website with a distinct message for our target audience. |
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39.
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I find that our email marketing gets good deliverability and open rates. |
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40.
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I've had strong success with marketing in the past. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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41.
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Promoting all my services at once scatters attention; my promotional pieces only promote an individual product or offer to my target audience. |
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42.
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I know what makes my company unique and different from the competition. |
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43.
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What I offer my public is more or less the same as what other wholesalers, brokerages or IMOs are offering. |
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44.
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I assume the viewpoint of the target audience when promoting to them and translate my offer in terms of what benefits that audience finds valuable. |
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45.
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If a producer asks me why should they do business with my company, I can give them a compelling reason, in 30 seconds or so, that will make my company stand out from the rest. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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46.
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Our value proposition to agents is in tune with what agents actually need help with and find valuable. |
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47.
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I use a professional copywriter to develop the messages in my advertising. |
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48.
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I know with certainty what message to agents will make a compelling offer, based on past experience with marketing. |
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49.
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Our marketing campaigns are multimedia: email, direct mail, telephone, online, etc. |
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50.
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Our mailing lists are full of undeliverables, duplicates or even unlicensed individuals, and they are not maintained regularly. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
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51.
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We've gotten blacklisted for sending spam emails. |
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52.
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When we send mailers or invitations to a group of producers, we usually do it only once. |
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53.
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Telephone communication is used to reach out to our audience and bring in new business. |
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54.
|
When a marketing campaign is not working well, I have a definite procedure to find out what went wrong, and I know how to turn a campaign around. |
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55.
|
Our website converts traffic into leads. |
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Yes
(Agree)
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Maybe
(Not Sure)
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No
(Disagree)
|
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56.
|
I use technology to track incoming leads like special 800 numbers for each campaign or landing pages in order to analyze the effectiveness of my marketing and the behaviors of potential sign-ups. |
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57.
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We know about Search Engine Optimization (SEO), and we take an active role in capturing online traffic. |
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58.
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Branding our company is important. Some of our advertising budget goes to promote our name in an effective way and procure brand recognition. |
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59.
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I use video content in marketing or in my website to engage prospects or existing clients. |
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60.
|
The purpose of marketing is to create want and generate qualified leads. Recruiters and salespeople are responsible for closing the qualified leads. |
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Yes
(Agree)
|
Maybe
(Not Sure)
|
No
(Disagree)
|
|
61.
|
Activating agents is a major challenge for my company/organization. |
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62.
|
I feel very confident that the leads our marketing efforts generate are thoroughly handled and followed up on by our company. |
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63.
|
A new lead requires multiple touches and/or conversations before they contract and generate business; follow-up with leads is of high importance in my company and it is managed closely. |
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64.
|
I sometimes cringe when I hear how my sales staff or recruiters are handling a prospect on the phone or otherwise. |
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65.
|
We record calls and listen to how staff/recruiters are handling prospects on the phone. |
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Yes
(Agree)
|
Maybe
(Not Sure)
|
No
(Disagree)
|
|
66.
|
Agents who we contract stay with us less than three years. |
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67.
|
Our closing ratio is less than 15%. |
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68.
|
Marketing ROI is measured exclusively by the number of contracts and business written, not by the number of qualified leads. |
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69.
|
I am concerned that my current marketing does not generate a good return on investment. |
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70.
|
On a scale of 1 to 10, my satisfaction level in regard to my marketing results is currently at a 6 or less. |
|
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Yes
(Agree)
|
Maybe
(Not Sure)
|
No
(Disagree)
|
|
71.
|
On a scale of 1 to 10, my satisfaction level in regard to my marketing results is currently at a 7 or more. |
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72.
|
I'm fully aware of our organization's per-lead cost for marketing campaigns. |
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73.
|
We have statistics measuring lead generation and lead conversion. |
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74.
|
Each agent contracted stays an average of at least three years with our company. |
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75.
|
I know exactly how much income the organization makes with each new producer or sign-up, based on the agent's or advisor's production and/or other indicators. |
|
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Yes
(Agree)
|
Maybe
(Not Sure)
|
No
(Disagree)
|
|
76.
|
I am happy with my current marketing in terms of the ROI it generates. |
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