Navigating your ACII
Interviewing the Industry
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NICK KIRK - The supply and demand of insurance - Capacity - Global Financial Crisis (10:16)
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PAUL SKINNER - Marketing - Marketing activities - The marketing department (5:18)
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PAUL SKINNER - Marketing - Internal marketing audit - Marketing budgets (4:24)
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PAUL SKINNER - Marketing - Client feedback - MPS scoring - Client satisfaction (8:00)
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PAUL SKINNER - Marketing - Three main strategy components; segmentation, targeting, positioning - Value proposition (4:46)
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PAUL SKINNER - Marketing - The success of marketing options - Conversion rates - Marketing qualified leads (8:41)
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PAUL SKINNER - Marketing - Bringing a new product to market - Product launches (2:48)
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PAUL SKINNER - Marketing - Decision making process (rational and irrational choices) (3:12)
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PAUL SKINNER - Marketing - Cross-selling- Incentivisation (3:32)
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PAUL SKNNER - Marketing - Pricing and the business marketing strategy - Value (3:58)
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PAUL SKINNER Marketing - Communication methods advantages and disadvantages - Advertising (6:44)
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PAUL SKINNER - Marketing - Brand extension - Value add (0:51)
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MARK BUTTERWORTH - Distribution channels - Disruptors - Automation (9:54)
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RACHEL PANKRATZ - Marketing strategy - Corporate mission statement - Brand - Differentiation (11:54)
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RACHEL PANKRATZ - Research - Audit of marketing strategy - Data mining - CRM - SWOT analysis (7:10)
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RACHEL PANKRATZ - Creating a marketing strategy - Brand vision - Budget (10:20)
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RACHEL PANKRATZ - Advertising the product - Advertising the organisation - Marketing mix - Brand loyalty - Return on investment (10:43)
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RACHEL PANKRATZ - Customer groups - Broker relationships - Buying patterns - Broker pipelines (11:06)
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RACHEL PANKRATZ - Distribution channels - Brokers - Aggregators - Broker networks (6:35)
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RACHEL PANKRATZ - Public relations - Crisis management - BCP - Deepwater Horizon (8:25)
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RACHEL PANKRATZ - Marketing trends in insurance - Social media - Corporate strategy (2:15)
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SUNEETA PADDA - Value chain - Customer centricity - Customer journey (2:14)
Technical Topics
Concepts ‘in a nutshell’
Perspectives & Scenarios
Real Time Research
Snip-it Summaries
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GDPR (2:40)
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The Marketing Mix (1:47)
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Boston Consulting Group (BCG) Matrix (1:20)
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Goods and Services (1:42)
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Market Types (1:11)
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Maslow's Hierarchy of Needs (1:15)
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Positioning Maps (0:55)
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Privacy and Marketing (0:49)
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Artificial Intelligence (2:43)
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Environmental, Social and Governance (ESG) (2:54)
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Consumer Duty (3:32)
Research Resources
Future Development
Role of marketing
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CIM - Marketing Podcast - Is customer-led marketing the key to innovation?
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Customer Marketing Alliance - What is customer marketing?
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Breadcrumbs - Customer orientated marketing
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CIM - What is marketing?
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Forbes - What is marketing?
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Brand Brown - Maximising marketing impact within insurance in 2024
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Insurance business magazine - How insurance marketing is changing
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Parker Piredda - Are you integrating marketing with other business functions?
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CII - What causes a market cycle and are heading into a soft cycle in 2024 (CHECK)
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Definitions of Marketing - American Marketing Association
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Data & Marketing Association
Creating a marketing strategy
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Mintel - 2024 Insurance Marketing Trends
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Iovox - Marketing in Insurance: 8 effective strategies to drive revenue
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LSBF - Strategic Marketing Planning: Everything you need to know
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CIM - Planning a marketing strategy
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The Marketing Meet-up - How to create the bare minimum marketing strategy
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Hallam - How to link your marketing activity to business goals
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Hubspot - What's a marketing audit? (+ How to do one)
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Smart Insights - The RACE digital marketing audit checklist
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CoSchedule - Marketing SWOT analysis: How to do it
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Hubspot - SWOT analysis - How to do one
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CIM - Back to Basics: How to set SMART objectives
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Rebellion Marketing - How to set quality marketing objectives
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Hootsuite - 2024 Guide to insurance social media marketing (6 tried tactics)
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CIM - The 7Ps of marketing
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CoSchedule - Marketing Implementation: Put your strategy into practice
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Salesforce - How to use marketing metrics to measure the success of your outreach
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CIM - How to take a smarter approach to metrics
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CIM - Six easy steps to master Google Analytics
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What is Marketing? - CIM
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The Guide to TV Advertising Costs - Toast
Information gathering and use
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Brandwatch - 10 Essential methods for effective consumer and market research
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Hubspot - New product development process: Everything you need to know
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MIT Sloan - When generative AI meets product development
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Asana - How to create a competitive analysis (with examples)
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Qualtrics - How to find & define who your competitors are
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DAC Beachcroft - Data, privacy and cyber
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McKinsey - A customer-centric approach to marketing in a privacy-first world
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Overview of Insurtech & its Impact on the Insurance Industry - Investopedia
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Financial Technology (FinTech) - CII
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Insurance 2030 - The impact of AI on the future of insurance - McKinsey
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Ethical culture - the challenge for insurance marketers
Understanding customers
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Mintel - The consumer trends shaping the future of the UK insurance industry
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BCG - The latest purchasing trends in global insurance
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Bain - Customer behaviour and loyalty in insurance: Global Edition 2023
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Aviva - A guide to identifying vulnerable customers
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Five CRM - The importance of CRM in insurance
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Experian - What is marketing segmentation? The benefits and how to achieve success
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Customer Marketing Alliance - Ultimate guide to customer segmentation, The what, why and how
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Difference between goods and services - Marketing 91
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Treating vulnerable consumers fairly - FCA
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Code of Ethics - CII
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Maslow’s Hierarchy of Needs - Simply Psychology
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Gen X, Y and Z: Changing attitudes to money and finance
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What is Product Line Extension? Marketing 91
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What is Brand Extension? Marketing 91
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GKB: GeoDems Knowledge Base - MRS
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The Future of Commercial Insurance Broking - CII
Product development and price
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Marketing MO - Strategic Planning - Competitive positioning
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Product Plan - Product Differentiation
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IBM - What is supply chain analytics?
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BCG - The role of Portfolio Management in Value Creation
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Travelers - Product life cycle risk management
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Riskonnect - What is Policy Lifecycle Management?
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Accenture - Illuminating insurance innovation
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CFI - What is marketing positioning?
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PMA - What is positioning? Market, product, and brand positioning explained
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Determ - How to create a brand positioning map
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III - Market conditions: cycles and costs
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ABI - Insurance pricing FAQs
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FCA - General insurance pricing practices
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What is Vertical Integration?
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Key Market Insights - Cyber Insurance Market Size - Fortune Business Insights
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Marketing and Insurance Trends 2024
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General Insurance Pricing Practices Market Study - FCA
Place, people and process
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Strategy& - How European insurers can win the race for distribution excellence
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HCL - Insurance distribution at 2025 - An industry outlook
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InsurTech - What is Risk Assessment
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EY - Why insurers must reimagine their finance service delivery model
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McKinsey - Elevating customer experience: A win-win for insurers and customers
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Financial Services Register - FSR
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The Institute of Customer Service Website
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Nine Strategies to Accelerate and Achieve Digital Transformation - Forbes
Promotion
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Hubspot - Top Marketing Channels for 2024
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CoSchedule - How best to select marketing channels that drive the best results
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Paradigm Marketing - Six steps to creating an effective marketing message strategy
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Forrester - The four types of messaging your audience need
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Exhibition news - The importance of using calls to action in marketing?
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Stafford University - The influence of digital marketing on consumer behaviour
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Institute of Data - The power in being proficient in consumer behaviour and digital marketing
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CIM - Your top LinkedIN advertising questions, answered
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Business Research Company - Insurance Advertising Global Marketing Report 2024
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Idex - What skills do you need as an insurance account executive?
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Zendesk - Sales promotion: Definition, examples, ideas, and types
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Hubspot - 20 Sales promotion ideas to leverage
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Insurance Edge - Insurance companies rising number of sponsorships
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DRP - What are the benefits of sponsorship?
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Business Powerhouse - PR: 9 reasons why Public Relations is crucial for business growth
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Onclusive - 22 responsibilities of PR and what they entail
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Alert Media - 5 steps to a comprehensive emergency communication plan
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Hubspot - 10 Crisis communication plan examples (and how to write your own)
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How to Measure Success of a Marketing Campaign with Metrics
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The Top 30 Social Media Influencers Worldwide
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Omnichannel strategy - How insurance companies ensure a successful path in the future - Wavestone
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Global 500 2024 Ranking - Brand Finance
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Insurance, technology and data: Trust through a regulatory lens
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Using Artificial Intelligence in Advertising
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Advertising Standards Agency - Rulings
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How to Develop an Effective Marketing Mix - Creately
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7 Reasons Why Content is King Still Rings True Today
Branding and physical evidence
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CIM - Forging foundations through brand and purpose
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Adobe - Building a brand - a step-by-step guide
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Frontify - What is brand building? Your complete brand building guide
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Brandwatch - 4 ways to measure and track brand awareness
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Qualtrics - How to increase brand awareness: 10 top strategies
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Hubspot - 14 of the most (& least) successful brand extensions to inspire your own
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SPP - What is white labelling and what are the benefits?
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PWC - ESG: A growing sense of urgency
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Deloitte - Insurance industry must seize ESG opportunities for competitive edge
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CII - Environmental, Social, and Governance strategies in insurance
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CII - Consumer vulnerability - How well is insurance responding?
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Insurance Insolvencies - FSCS
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Industry branding series: Insurance brands - Templafy
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Aviva’s Sustainability Ambition
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The United Nations free-thinkers who coined the term ESG - Euromoney
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What is ESG? A guide for businesses
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Ethical Culture - The Challenge for Insurance Marketers
