The Last Blow (Click)!

In his 1st week, the new CMO at an Insurance company I previously worked at was keen to make an impression of his knowledge of #DigitalMarketing!

He called for a detailed review of where we spent our digital budgets. On reviewing the Digital Marketing spends, he stated "I am here to cut costs & have committed a 20% save to management. I see that all sales are driven by Google. (He was referring to the last click attribution) So why do we spend on creating blogs & videos on topics like Why do you need term insurance"?

I explained "Insurance is a category where d research cycle is long & people consume a lot of content before buying, we need this traffic" & went on to show multi-channel attribution funnels that explained the user's long cycle of research before he could consider buying a term plan from us

He said, we are not LIC & we can't be educating people. Our job is to SELL! Next day he fixed a meeting with d CFO & CEO to 'demonstrate' savings

The CFO & the CEO knew the fact that the Digital channel was the most ROI positive channel in the organisation, so they wanted to hear my views before taking any calls of cutting costs further on a productive channel

Instead of repeating the whole multi channel #attribution theory which was too technical, I played a YouTube video of a Stone cutter hammering at rocks!

I said It takes the stone cutter 100 blows to crack open the stone! On 99 he does not see as much as a crack! Yet on the 100th blow the stone splits into 2! So is it only the last blow that does the job? Or all that went before?

The Digital budgets were left untouched! Sometimes simplest explanations from real life situations resonate much better than complex explanations!