The Insurance CMO Report 2022

How to Deliver Profitable Growth in a Demanding Market

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About This Report
A challenging market environment is complicating insurance CMOs’ already expanding role. Honing strategies that meet evolving consumer expectations can help CMOs maximize customer lifetime value and deliver profitable growth.
Table of Contents

Insurance CMOs are faced with a tough challenge: acquiring new customers and maximizing their lifetime value in a worsening market environment. Understanding which strategies can help them deliver profitable growth and meet heightened customer demands will be their new key to success.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What are the most important challenges insurance marketing leaders face today?
  2. How is the insurance CMO’s role evolving?
  3. How can insurance CMOs be successful in their role?

WHAT’S IN THIS REPORT? We synthesize exclusive interviews with CMOs at some of the largest and most innovative insurers and insurtechs in the US and the UK. We provide insights into how CMOs define their roles and responsibilities; what factors are shaping their roles and strategic priorities; and how they can succeed in a fast-evolving, competitive market environment.

KEY STAT: Excellent service and customer experience (CX) are more important to customers this year than they were last year, according to CMOs surveyed by Duke University’s Fuqua School of Business. That means marketing leaders must look beyond the sales funnel toward the holistic CX to drive profitable growth.

Here’s what’s in the full report

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9expert perspectives

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    Table of Contents

    1. Key Points
    2. New Challenges Are Changing the CMO Playbook
    3. What’s Top of Mind for Insurance CMOs Right Now
    1. How CMOs Succeed Externally
    2. How CMOs Succeed Internally
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Kate Ardini
    John Hancock
    CMO
    Interviewed April 27, 2022
    Mark Evans
    Direct Line Group
    Managing Director, Marketing and Digital
    Interviewed May 4, 2022
    Ramon Jones
    Nationwide
    Executive Vice President and CMO
    Interviewed May 3, 2022
    Christopher E. Mead
    Gallagher
    CMO
    Interviewed April 28, 2022
    Michael Roberts
    MetLife
    CMO
    Interviewed April 29, 2022
    B.C. Silver
    Root Inc.
    CMO
    Interviewed May 3, 2022
    David Edelman
    Harvard Business School
    Senior Lecturer, Business Administration
    Interviewed May 10, 2022
    Diane Magers
    Experience Catalysts
    Founder and Chief Experience Officer
    Interviewed May 23, 2022
    Greg Welch
    Spencer Stuart
    Partner
    Interviewed May 6, 2022

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    authors

    Eleni Digalaki

    Contributors

    Tyler Brown
    Senior Analyst
    Caitlin Cahalan
    Researcher, Financial Services
    Dave Frankland
    Principal Analyst, Marketing
    Zach Goldner
    Junior Forecasting Analyst
    Oscar Orozco
    Director, Forecasting
    Patty Soltis