Objective:

Position Willis NA as a thought leader in the specialized financial segment they serve, utilizing  company intellectual capital and internationally recognized subject matter experts.

Strategy:

• Develop dialogue building communications vehicle that serves an audience with varying sophistication and expertise,  positions Willis as a thought leader, and aids client acquisition and retention.
• Distribute the communication with personalization and field-sales force customization on a monthly basis, to clients and prospects.

Solution and Results:

• Created Insights, a monthly email newsletter with unique, custom, and timely content.
• Over 30,000 opt-in subscribers.
• Insights’ has become the most widely used communication vehicle in the company.
• Double-digit open rates continue in the third year of operations.
• Clients and prospects have asked for permission to use the content for internal meetings and seminars.

View more Sales Support Case Studies by Foxboro Consulting.