Case Study - Driving Qualified Leads for a B2B Insurance Provider

Overview

A regional B2B insurance provider sought to expand its market presence while competing against well-established industry giants with significantly larger budgets. The company was a top provider in some states but needed greater awareness and lead generation in others. Additionally, the challenge of filtering out consumer traffic in a highly competitive space added complexity to their digital strategy.

Challenges

• Competing against major industry players with multi-million dollar marketing budgets.
• Increasing brand awareness in states where the company had lower visibility.
• With strong consumer overlap, filtering for B2B intent was essential to ensure high-quality leads.
• Generating a steady stream of qualified leads (SQLs, closed-won deals, and future opportunities).

Our Approach

Rather than deploying an overly complex strategy, we focused on executing the fundamentals exceptionally well:

• Precision Keyword Targeting – We prioritized long-tail keywords that aligned with high-intent B2B searches, ensuring we captured the right audience while minimizing competition with high-budget competitors.
• Diligent Negative Keyword Management – To eliminate consumer traffic and improve lead quality, we meticulously refined negative keyword lists and optimized campaigns to focus on B2B prospects.
• Leveraging Existing Resources – The company had a wealth of industry insights and thought leadership content, which we strategically promoted to engage and nurture potential leads.
• Sustained Engagement – By maintaining consistent engagement through remarketing efforts and industry-focused content, we nurtured potential clients throughout their decision-making journey.

Results

✅ Consistent Growth in Qualified Leads – Over time, the company experienced an upward trend in SQLs, closed-won deals, and future opportunities (as shown in the graph above).

✅ Increased Brand Awareness in Key Markets – The strategic approach improved visibility in underperforming states, helping the company amplify its position.

Key Takeaway

This case study demonstrates that a well-executed fundamental strategy can drive significant growth, even in competitive B2B industries with budget constraints. By prioritizing targeted search tactics, diligent audience refinement, and resource amplification, this insurance provider achieved sustainable and measurable success.

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