Starkweather & Shepley turns to Marketo for Marketing Success
- by Radu Cotarcea
Marketo announced on November 3 that insurance provider Starkweather & Shepley is turning to its solution to "help its clients better prepare for uncertainty through personalized, practical content related to life's unexpected situations." Marketo claims that Starkweather & Shepley has grown new business revenue by 10-15 percent through marketing by using its platform.
Starkweather & Shepley is presently the largest independent agency in Rhode Island and the 69th largest insurance brokerage firm in the US, according to Marketo. It is also one of the oldest companies in the state with over 135 years of experience of providing insurance solutions to New England residents and businesses alike. The firm provides commercial insurance, personal insurance, health and employee benefits, surety bonding and risk management service. Since January 2016, the press release informs, Starkweather & Shepley has used Marketo to do everything from deploying weekly email newsletters across its 19 practice groups to sending short video introductions from sales reps to prospective customers. In addition, the firm's marketing team of one has been able to automate email campaigns to attendees of live and online events, in turn tracking how they have contributed to millions of dollars in revenue, a number that has gradually increased since January.
Achievements claimed by Marketo include:
- Numerous high-premium deals with help from automated event follow-up messages
- As high as 100 percent open-rates on video introductions from sales reps to highly targeted prospective customer lists
- Nearly 50 percent of attendance to certain seminars sourced via Marketo Ad Bridge and ads on LinkedIn and Facebook
- A reduction in unsubscribe rates thanks to content optimized for mobile and desktop, all with a consistent look and feel across all channels
Stefan Petrella, Marketing & Advertising Director at Starkweather & Shepley, commented: "We never thought that something as simple as sending out a newsletter to prospects or a survey to customers would generate business, but we're closing deals thanks to the engagement we're driving. Marketo makes it possible for Starkweather & Shepley to continue to put clients first by having ongoing conversations that lead to deeper relationships and ultimately more revenue."