Success Story
How Generali reduced the sales cycle length by 20% with cross-channel lead scoring
Architect
Lead Collection
Web Suite
3X
increase
in leads
20%
reduction in sales
cycle length
Industry
Financial Services
Category
Personalization
Web Suite
Cross-channel marketing
Channels
Push notifications
Onsite
Email
SMS
Solutions
Architect
“We turned to Insider for help improving onsite engagement, and the incredible team fixed our whole sales funnel. Our lead collection rate is higher since implementing Insider’s onsite personalization capabilities, and our lead quality has improved due to Architect. Both have impacted our sales and revenue, and we couldn’t be happier.”
Senior Performance Marketing Specialist
Executive summary
Generali’s marketing team faced lead generation challenges due to a poor onsite experience, leading to a high bounce rate and fewer sales opportunities. To address onsite engagement, Insider suggested the insurance company integrate Insider’s CDP with their CRM to power customized overlays and banners to capture more leads. Insider then developed a bespoke lead scoring system based on online behavior to address lead validation inefficiencies. Using Insider’s Architect, Generali segmented leads and delivered targeted promotions, decreasing the sales cycle length by 20%.
About Generali
Generali is one of the largest insurance and asset management providers in the world. Established in 1831, it serves 68 million customers in over 50 countries. In recent years, Generali underwent a major strategic reorganization that led it into a new phase based on more efficient business models and innovative commercial strategies to become a stronger, more global brand presence.
USE CASE #1
3X increase in lead generation with Insider’s Web Suite
The challenge
The Generali marketing team’s top priority was collecting leads to pass over to the sales team. However, Generali’s poor onsite experience meant it wasn’t collecting as many leads as needed. A high bounce rate meant fewer sales opportunities, which was impacting its bottom line.
“We couldn’t believe how quickly Insider integrated with our CRM and got everything up and running. We spent so many years avoiding integration, but the Insider support team walked us through every step of the way, and we can now personalize our whole onsite experience.”
Senior Performance
Marketing Specialist
The solution
Generali integrated its CRM with Insider CDP to collect data on visitors’ online behaviors and interactions in a single platform. It then used customized Exit Intent Overlays to encourage those leaving the site to submit information. The team also rolled out customized banner campaigns to promote each customer’s recently viewed products and services to encourage customers to find out more.
The results
3X
increase
in leads
USE CASE #2
Building a bespoke lead validation journey with Insider to boost sales
The challenge
Generali’s current lead validation process was nonexistent. Sales teams would waste valuable time contacting customers with low or no interest in their services. The team needed a quick way to validate leads and drive sales while boosting efficiency.
The solution
Insider’s local support team worked with Generali to build a bespoke lead-scoring project. Each lead is evaluated based on their behavior on the website—every time they interact with a web page, they accumulate points in the system, reflecting their level of interest. The more pages a customer visits, the higher their score, enabling Generali to gauge the value of each lead. This allowed the sales team to focus on leads with the highest priority.
Generali then uses Architect to segment leads depending on their score and send them relevant promotions and offers across SMS, Email, and Web Push. This data is also sent back to Generali’s CRM via API so that the sales team can view the lead’s personal information and their score, enabling the team to prioritize the hottest leads and boost sales.
“We’ve successfully addressed our challenge of verifying customer information. With everything automated, Insider has helped us enhance work efficiency and significantly improved business results thanks to our high-quality leads.”
Senior Performance Marketing Specialist
The results
20%
reduction in sales
cycle length
Summary
“Insider has gone above and beyond for us, not only with its platform and features but also with the dedicated local support team and their extensive expertise. Our whole sales cycle has been transformed, and we have so much to thank Insider for.”
Senior Performance Marketing Specialist at Generali
Looking ahead
Generali’s next step will be to leverage the lead-scoring solution even further by segmenting the low-score leads and building a nurture and reactivation plan that reengages them.
Favorite feature
Architect
From verification to lead scoring, the company loves Architect’s convenience and automation.
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