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First American Title x Third Party Integrations - WORK IN PROGRESS
Created the marketing strategy for third-party, title-ordering integrations. This underutilized technology offering held significant external growth potential but lacked dedicated marketing support and internal training.
Strategic approach
Before re-launching specific integrations as technology offerings to our customers, I (in partnership with SMEs) sought to ensure internal employees were aware of integrations and equipped to handle an influx of these types of digital orders.
Project Strategy
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The scope of my project strategy fell into 3 key phases.
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Creation of a comprehensive multi-channel marketing strategy
What should we know about the services you provide? Better descriptions result in more sales.
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Establishing baseline data and audience segmentation
What should we know about the services you provide? Better descriptions result in more sales.
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Gathering anecdotal evidence through talking to our internal customers
What should we know about the services you provide? Better descriptions result in more sales.
Creation of a marketing strategy
In an effort to increase customer adoption of integrations and our internal employee’s ability to support these types of digital orders, I created a product go to market strategy. This marketing strategy included key messaging, audience best practices, an internal awareness campaign, a training and development program, and future integration-specific campaigns. In partnership with senior stakeholders and subject matter experts, our goal was to:
Retain existing business by growing the awareness and use of integrations as an easier way to do business with us).
Utilize and promote our suite of integrations as a tool for business acquisition.
Project deliverables:
Developed internal value positioning statements about the value of integrations to internal audiences. They’re more than just convenience to our external clients that use them; they are essential tools for streamlining information exchange for title and escrow orders and maximizing efficiencies within our own internal process.
Establish partnerships with key leaders at First American to enhance the visibility of integrations and ensure alignment of our goals with business objectives.
Develop a go to market strategy for integrations and execute the corresponding campaign strategies
Establishing baseline data and audience segmentation
To further validate our marketing strategy, we worked with analysts for our proprietary middleware technology to examine a sampling of event-based order data for integrations from last 2023 that we're confident closed to investigate the level of utilization and adoption we can measure success against. Using these metrics, we also identified an audience segment to begin the communications rollout plan.
Talking to our internal customers
To understand our audience better and further corroborate the data and marketing strategy, we spoke with folks in escrow across a range of geographic areas and levels of roles to evaluate the level of understanding and adoption in the real world. The goal was to hear genuine scenarios of interactions with these types of orders, whether there are any common challenges, perceptions, or needs, as well as be able to attribute anecdotal evidence to support/reject evidence found from data.
Hypothesis
If we engage frontline employees and gather data to evaluate the existing state of integrations adoption within our company, then we can devise a targeted growth strategy that leverages this understanding to foster organizational awareness and improve integration performance.
Research & Data
To further validate our marketing strategy, we worked with LVIS analysts to examine a sampling of event-based order data for integrations from last 2023 that we're confident closed to investigate the level of utilization and adoption we can measure success against. Using these metrics, we also identified an audience segment to begin the communications rollout plan.
To understand our audience better and further corroborate the data and marketing strategy, we spoke with folks in escrow across a range of geographic areas and levels of roles to evaluate the level of understanding and adoption in the real world. The goal was to hear genuine scenarios of interactions with these types of orders, whether there are any common challenges, perceptions, or needs, as well as be able to attribute anecdotal evidence to support/reject evidence found from data.
New internal and external sign-up process and resource pages
Show website / talk about the forms
Created integration sign-up collection strategy by formalizing in-bound and sales-rep initiated integration sign ups into dedicated forms that sync up with support teams
Training
Internal education series: ideated and lead “Ask Me Anything” sessions
Grab image of ask me anything email series/ppt
Sales Rep Communication Series
Show Emails
Title & Escrow Communication Series
Show Emails
Video 1: Intro
Video 2: Deeper Dive
Project managed the ideation and execution of a bespoke 4-burst campaign targeting our internal sales reps for awareness, understanding of order process and handling, and availability of sales enablement resources.
Results
Showcase any measurable outcomes, such as increased adoption rates, improved customer engagement, or positive feedback from partners/clients
Successfully promoted our suite of third-party technology integrations
Exceed an established target based on YoY data - established target based on internal adoption. (for the encompass one, external adoption)
Key takeaways:
Summarize key learnings, successes, and future recommendations based on the campaign’s outcomes
Successfully strategized further promotion of our suite of third-party technology integrations
>> Copywriting
>> Brand Strategy
>> Marketing Communication (MarCom)
>> Brand Voice Development & Audience Research
>> Project Management
>> Data Analysis