A long-time leader in disability insurance, Guardian sought to roll out a unique suite – with both group and individual disability coverage as well as absence management. Would the market respond?

In-depth analysis reveals a path to success

Guided by extensive interviews – which we conducted with sales reps, brokers and employers – we were able to gauge market readiness, refine messaging to emphasize education and adjust our sights to pick off the ripest targets. Our detailed go-to-market plan unified disparate marketing efforts around the three products and enabled us to create a multi-tiered selling effort that included a:

• Multi-path presentation allowing reps to sell products together or alone
• Content-rich websites and collateral for both brokers and employers
• Broker email campaign demonstrating the benefits of product integration
• High-performing LinkedIn campaign customized to brokers and employers of different sizes