Berry Insurance's Journey
The folks at Berry Insurance faced a challenge. They knew that insurance was something that everyone needed but no one knew much about. Even worse, people associated insurance with the worst moments of life: accidents, injuries, and disasters. Would inbound marketing really work for a small independent insurance company? Would people even want to read about insurance?
As it turns out, the answer was yes.
The Berry Insurance team was already committed to educating its buyers, dating all the way back to when the company was founded in 1922 by Joanna Berry. But the majority of that teaching occurred over the phone or across the desk from a client as they were working through choosing insurance plans.
But the commitment to educating buyers became the company’s top priority in 2017 when Kaitlyn and Chris Pintarich purchased Berry Insurance from Joanna’s grandson Bob Berry.
At that point, Berry’s website was like most local business websites: focused on telling prospects how great the company was without really talking about the problems they solve for people. Kaitlyn knew she needed a new website, but she had her hands full. She was heading up the marketing department herself while also running the company.
“I was a one-man band,” she says, looking back. “It was just me handling all of the blog writing, trying to maintain the website, trying to maintain all of the social media sites. I would say very confidently that I was failing at all of those things.”
Kaitlyn sought advice from an insurance marketing consultant who encouraged Kaitlyn to attend a conference in Hartford, Connecticut.
The conference was IMPACT Live 2018.
During the conference, Kaitlyn heard from speakers like Zach Basner, Chris Duprey, and Marcus Sheridan; all of whom described the value of They Ask, You Answer: When companies committed to becoming the most trusted voice in their industry, they could take control of their sales and marketing.
Kaitlyn’s recollection of IMPACT Live is short and sweet: “I was blown away,” she says.
But Kaitlyn had one looming problem: “I left with a million ideas I didn’t know how to implement.”
After trying to implement They Ask, You Answer on their own, Kaitlyn and her team hired IMPACT’s coaches and trainers to help bring the framework to life at Berry Insurance.