Andy Bodrog
Sure Inc Director of Partnership
There are many ways to use channels for a GTM campaign. Generally co-marketing and PR in places like newswires or techcrunch type of online papers with authority are viewed as great avenues.
- First place to create partnership awareness is the partners website as they are the ones marketing the integration and have customers who will purchase the insurance. If they have a marketplace we can highlight the integration there or have blog posts written jointly with a press release.
- ABM Account Based Marketing: we can help the partner with sales enablement and collateral to market the partnership to relevant accounts; we can run joint ABM campaigns target high-value accounts with tailored messaging. Highlight specific problems the integration solves for each account.
- Customer success: highlighting the integration's success via case studies, testimonials or online video walk throughs, webinars is also a good way in insurtech to make clients and potential users aware of the new product.
Generally the goal with embedded insurance partnerships is to streamline or innovate our partners' customer journey, thus each integration has an innovative spin that can be marketed and communicated to the public.
Mark Iafrate
Intercom Principal, Integrated Marketing
The key to a successful go-to-market campaign with a tech partner is to focus on high-impact channels. Again, use you and your partners’ historical data to determine where to start.
Email remains one of the most effective tools; use targeted campaigns, ongoing newsletters, and personalized outreach to promote partner solutions. Additionally, include integration callouts within your product’s onboarding process—this ensures users are aware of relevant integrations right when they start.
If your website has significant traffic, use CTAs and banners on high-traffic pages to drive awareness. Social media can be helpful but may not always provide a significant ROI, so weigh its value based on your previous campaign performance. Consider embedding integration features within product tours or setup processes to make adoption as seamless and natural as possible.