CUSTOMER STORY
CUSTOMER STORY
A Piece of the Lead Gen Rock:
Plymouth Rock Assurance Sees Solid Gains With Jornaya
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CUSTOMER STORY
The insurance industry is undergoing dramatic change as an increasing
number of customers turn to online resources to make research and purchase
decisions. Agents who previously relied on word of mouth are now turning to
online lead generation tactics to reliably boost sales.
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from Jornaya™. ©2016 Jornaya™, Jornaya.com & Jornaya™, Inc. All rights reserved.
CUSTOMER STORY
To get that volume, Plymouth Rock sought out a lead gen
mix from internal sources and vendors. That tactic was
more effective in bringing the numbers up, but not all
leads are what they appear to be.
There are only so many potential customers in the
Plymouth Rock Assurance of New Jersey is a forward thinking carrier,
insurance marketplace at any given time, and there’s
offering products in the auto, motorcycle, homeowners, flood, boat
always the frustrating possibility of smothering potential
and watercraft, and umbrella insurance categories. It’s incumbent
customers with too much attention. Hurley would wonder,
upon the marketing team to find new ways to spark growth and
“How do you place limits on the leads you will accept
expansion. Plymouth Rock is using the newest technologies to make
without wiping out too many good ones?”
smart decisions and deliver better leads to the sales team.
Plymouth Rock needed lead validation technology to
reduce lower performing leads while boosting leads that
Challenge: More Volume, Better Leads
converted at a higher rate. Add TCPA compliance to the
Like so many other insurance providers, finding
mix, and the task of proving leads is more complex. The
interested and qualified buyers at Plymouth Rock is
company found it a challenge to make sure that leads
the first step to maintaining and growing the business.
were valid and compliant.
Traditional tactics like direct marketing have had a limited
success rate. “As an agency, I think volume,” says George
Hurley, Director of Marketing Analytics at Plymouth Rock.
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from Jornaya™. ©2016 Jornaya™, Jornaya.com & Jornaya™, Inc. All rights reserved.
CUSTOMER STORY
Solution: The Proof is in the Results
Result: Overall Sales Boost
Data opens the door to a greater understanding of
These days, Plymouth Rock buys only leads that have
consumer intent. Two rules Plymouth Rock has found
a duration and age that are highly likely to become
especially effective in gauging actual consumer interest
customers.
are lead duration, or how long it took the applicant to fill
out the lead form online, and lead age, a measurement of
“The proof is in the data results. It pops out fairly clearly,”
the actual time elapsed since a lead form was submitted.
says Hurley. “I can’t believe there’s a carrier out there that
won’t see that. There’s a lot of power in what Jornaya is
“I profiled our best vendor,” explains Hurley. “Whatever
doing.” Plymouth Rock trusts Jornaya to deliver a solid
their best leads look like is what our rules should be.”
strategy that powers performance and boosts overall
Measuring the speed at which a consumer fills out a
sales.
out a lead form, known as lead duration, is possible
with Jornaya’s analytics tools. If a lead form is filled out
To find out more about Plymouth Rock, visit: www.plymouthrocknj.com
in seconds, it’s an indication that fraudulent activity is
present. A real consumer would take a lot longer. On
the other hand, a lead form that took much too long to
complete can be indicative of a lack of engagement.
“The proof is in the data results. There’s a lot
of power in what Jornaya is doing.”
GEORGE HURLEY, DIRECTOR OF MARKETING
ANALYTICS, PLYMOUTH ROCK
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CUSTOMER STORY
Jornaya is the consumer journey insight platform that provides marketers, data analysts, and com- pliance
professionals with the highest-resolution view of the consumer buying journey. It is the only technology platform
that witnesses both first- and third-party consumer interactions in real time and across devices. Meeting consumers
at these moments of intent enables businesses to shorten the distance between data, decision, and action. Jornaya
seamlessly integrates with any buyer journey decisioning process or toolkit.
Know the value of what you sell and buy.
Get started at jornaya.com
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Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from Jornaya™. ©2016 Jornaya™, Jornaya.com & Jornaya™, Inc. All rights reserved.