Are your marketing people glorified order takers or proactive advisors? For many agencies, marketing is just the team that formats slide decks or requests quotes from carriers.

But true marketing – especially in the B2B insurance space – is about owning the customer journey and building a community of engaged prospects long before the sale happens.

My guest, Shelby Fitzpatrick, Manager of Marketing at Sterling Seacrest Pritchard, joins me to discuss what it takes to build a modern marketing department in the insurance industry. Coming from a decade-long career in sports marketing, Shelby brings a fresh perspective to a notoriously stale industry.

We discuss the differences between B2C and B2B marketing, why marketing should be treated as a strategic sales partner rather than a fulfillment center, and how to structure your marketing team based on specialized skills rather than hiring “generalists.”

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