Testing who engages at an insurance software company
The belief was that only CEOs buy. Testing outreach at different levels showed who engaged, and it was never the CEO.
The business problem
An insurance software company believed only a CEO could buy its product, so that was who its outreach went after. Nobody had tested the belief.
What needed to change
Before another message went out, the company needed to know who engaged.
What I did
I ran outreach at different levels inside the buyer companies and tracked what happened to each message. Did it get pushed up, pushed down, or passed sideways?
It never landed with a CEO. The people who engaged were chief claims officers and the people who reported to them.
From there I kept testing. Pain against upside, which pain and which upside, headlines, articles, and lead magnets. I built a matrix of roles and the messages that worked for each one.
What changed
The messaging started working once it was aimed at the people who engaged. Before that, it went to CEOs who never answered.
What I can't tell you is whether they bought. Engagement was the signal we could get, and engaging isn't buying.
Talk it through with me.
Bring the problem, even if it's still fuzzy. We'll talk about what's going on, what might be behind it, and whether I'm the right person to help. If I'm not, I'll tell you.