Marketing Technologies Playing Bigger Role in Customer Acquisition and Experience Management

In order to talk to prospective customers, marketers have to deploy and orchestrate a full suite of digital media to raise brand awareness, drive sales, and retain customers: Novarica

Boston, MA (Apr. 21, 2020) – Insurance companies are increasingly leveraging digital marketing technologies (MarTech) across a range of functions beyond customer acquisition, including customer and distributor experience management in processes from new business to claims. In a new report, MarTech in Insurance, research and advisory firm Novarica explores the full suite of marketing technology solutions that deploy, manage, analyze, and improve digital marketing capabilities for insurance companies across the value chain.

“It has now become possible for insurers to orchestrate and personalize every touchpoint that an agent or customer has with the brand,” said Paul Legutko, VP of Digital Marketing and Analytics, and lead author of Novarica’s new report. “But this requires a real partnership between marketing, distribution, customer experience, analytics, and IT in order to engineer these journeys seamlessly and effectively.”

Click here for the table of contents or to access the report.

Report Summary

Adjacent to the systems within the Novarica Core Systems Map are a set of technologies, platforms, and processes that power digital marketing. These solutions have increasingly been integrated into many core systems, requiring some of them (e.g., CRM, workflow, CCM, and customer/agent portals) to factor in the integration and enablement of digital marketing capabilities from the outset.

This report identifies key digital marketing systems for insurers and breaks down each type of system into its individual components.

Among the key findings of the report are:

  • Many MarTech components are extensions of existing core systems. Digital analytics, digital content management, data management platforms, and public websites are areas where existing systems can be leveraged and extended.
  • Increased specialization is competing with single-platform solutions. The MarTech landscape is comprised of a growing number of technologies focused on solving specific challenges within the insurance industry.
  • “Digital marketing” is becoming just “marketing.” The digitization of offline media is causing all marketing activity to be managed by digital technologies.

Click here for the table of contents or to access the report.

About Novarica

Novarica helps more than 100 insurers make better decisions about technology projects and strategy through retained advisory services, published research, and strategy consulting. Its knowledge base covers trends, benchmarks, best practices, case studies, and vendor solutions. Leveraging the expertise of its senior team and more than 300 CIO Research Council members, Novarica provides clients with the ability to make faster, better, more informed decisions. Its consulting services focus on vendor selection, custom benchmarking, project checkpoints, and IT strategy. For more information, visit

Source: Novarica

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