Ex No.

4
Date:
Discuss an interesting case study regarding how an insurance company manages leads

Aim:
To discuss and demonstrate an interesting case study regarding how an insurance company
manages leads.
Procedure
1. Leads generation by using Social Media Platform like Facebook, Instagram, X etc.,
Here Leads are generated by Facebook. The Steps are as follows.
2. To create a lead ad with Ads Manager
3. Sign-In in the Facebook account and create a Page
4. And then Go to Ads Manager.

5. Click + Create.
6. Select Leads as your campaign objective and then click Continue.
7. Add information including campaign details, A/B test and Advantage campaign budget
if needed, then click Next.

8. Under Conversion, select your Conversion location. You can generate leads through:

9. Website: Focus on web conversions. You need to set up and install a Meta pixel before
you begin.
10. Instant forms: Ask people to fill in a form on Facebook and Instagram.
11. Messenger: Direct people to an automated question and answer flow in Messenger.
12. Instant forms and Messenger: Use either instant forms or Messenger to generate
leads, depending on where the person is most likely to take action after seeing a lead
ad.
13. Instagram Direct people to an automated question-and-answer flow in a message.
14. Call ads: Encourage people to call your business to place an order, receive more
information or schedule an appointment.
15. App: Encourage people to make a purchase on your app. You need to register your
app on Facebook and select your mobile app store before you begin.
16. Complete your Budget and schedule, Audience and Placements information. Note:
Targeting options are limited for audiences that include people under the age of 18 in
most countries.
17. Under Optimisation and delivery, click the Leads drop-down menu to choose a goal for
your ad.
18. Leads: This goal can help you get the maximum number of leads.
19. Conversion leads: This goal can help you get leads that are most likely to take action
after seeing your lead ad. While not required, we recommend that you set up and
integrate your CRM before you choose this option to help you reach higher-quality
leads.
20. Click Next.
21. Under Identity, select your Page and Instagram account, if applicable. You can click
Connect account to add a new Instagram account.
22. Under Ad setup, select either Single image or video or Carousel.
23. Under Ad creative, add Media, Headline, Description and Call to action to your ad.
24. Under Destination, select where you want to send people immediately after they've
clicked your ad. Your campaign destination options, such as your website and an instant
form, depend on the conversion location that you selected in step 5.
25. Under Tracking, click Set up to set up CRM events, Website events and App events to
track event datasets if needed.
26. Click Publish to publish your lead ad.
27. Once generating the leads, then go the CRM dashboard and manages the leads.
28. Capture Insurance Leads from All Channels
29. Distribute Leads To Call Center and Sales Agents
30. Once the lead is captured, the tool automatically distributes these to call centers and
your sales agents. The distribution process occurs according to interests, location, agent
availability, and other criteria.
31. For example, your prospect is interested in buying term-insurance or health insurance.
The lead will go to the agent who specializes in that domain.
32. Distribution of leads ensures that only those agents handle enquires who are experts in
that vertical. This improves customer experience and results in powerful word-of-
mouth marketing.
33. Identify the Best Opportunities

34. Track All Communications at One Place

35. Provides Smart Views to Better Plan Agent’s Day

 36. Alert Your Agents with Important task
37. Empower You Field Agents with Mobile CRM
38. Identify Cross-sell Opportunities
https://www.leadsquared.com/leads-in-insurance/
Case Study: Streamlining Lead Management for Acme Insurance Solutions
Background: Acme Insurance Solutions is a well-established insurance company offering a
wide range of insurance products to individual and business clients. With a growing customer
base and a competitive market, Acme recognized the need to optimize their lead management
process for better conversion rates and operational efficiency.
Challenge: The company faced challenges with their lead management process, which was
primarily manual and lacked a structured approach. This led to delays in follow-ups, inefficient
resource allocation, and difficulty in tracking the effectiveness of different lead generation
channels.
Solution: Acme Insurance Solutions undertook a strategic overhaul of their lead management
process, incorporating technology, data analysis, and a customer-centric approach:
1. Centralized CRM Implementation:
 Acme adopted a robust Customer Relationship Management (CRM) system that
served as a centralized hub for lead data. This system integrated seamlessly with
other tools like email, marketing automation, and analytics.
2. Automated Lead Routing:
 Upon lead acquisition, the CRM system automatically assigned leads to specific
agents based on predefined criteria such as product interest, location, and lead
source. This ensured prompt follow-ups and reduced lead response time.
3. Lead Scoring and Prioritization:
 A lead scoring model was developed, assigning scores based on factors like lead
demographics, engagement level, and source quality. High-scoring leads were
flagged for immediate attention, enhancing the efficiency of the sales team.
4. Personalized Communication:
 Utilizing CRM capabilities, Acme designed personalized email sequences and
follow-up communications. These communications addressed individual lead
needs and concerns, nurturing relationships throughout the sales journey.
5. Multi-Channel Tracking:
 The CRM system was configured to capture lead source data, allowing Acme
to track the effectiveness of different marketing channels. This enabled data-
driven decisions regarding resource allocation and lead acquisition strategies.
 6. Performance Analysis and Iteration:
 Regular review meetings were conducted to analyze the performance of lead
sources, conversion rates, and sales team productivity. Insights from these
meetings informed ongoing strategy adjustments.
Results: The implementation of the enhanced lead management approach yielded significant
improvements for Acme Insurance Solutions:
 Improved Conversion Rates: Lead scoring and personalized communication resulted
in higher-quality interactions, leading to increased conversion rates.
 Efficient Resource Allocation: Data analysis enabled the company to allocate
resources more effectively, focusing on channels that generated higher-converting
leads.
 Reduced Lead Response Time: Automated lead routing and immediate follow-ups
improved lead response times, enhancing customer satisfaction and retention.
 Enhanced Customer Experience: Personalized communication created a more
customer-centric experience, fostering stronger relationships and trust.
 Data-Driven Insights: Access to real-time data empowered Acme to make informed
decisions, allowing them to adapt quickly to market changes.
Conclusion: Acme Insurance Solutions' case study highlights the transformative impact of
adopting a tech-driven, customer-centric approach to lead management. By incorporating
automation, data analysis, and personalized communication, the company not only boosted
conversions but also elevated their overall customer experience. This case study underscores
the importance of adapting to changing market dynamics to maintain a competitive edge in the
insurance industry.