Pillar Life Insurance

Pillar Life Insurance offers Multi Year Guaranteed Annuities (MYGA) established a self-service annuity distribution platform that enables investors to buy annuities without the middleman fees (i.e. no agents or brokers collecting an additional fee).

Performance at a glance

121 %

Increased overall traffic.

66 %

Exceeded lead gen forecast.

23 %

Exceeded pipeline targets.

The challenge

With an outdated brand and no digital strategy, Pillar has relied on Northcast since 2022 to drive new customer acquisition with support in nurturing existing customers to drive revenue expansion on opportunities.

The solution

A new website designed to drive conversions along with establishing their digital go-to-market strategy that focuses on driving traffic through a variety of channels and methods, such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), email marketing and organic/paid social (Meta/Facebook, LinkedIn, etc).

Modernizing their brand and website

When we initially partnered with Pillar, we performed a deep digital audit to see how they stacked up against potential competitors and how their brand was perceived in the market. Here’s a couple of our findings:

The original visual brand identity had tons of overlap with existing life insurance companies – including similar names, logos, color schemes, etc.
Identified where the key demographic was spending the majority of their time, digitally.

Based on these findings, we were able to revamp their visual brand identity which fueled an exciting revamp in the website and go-to-market strategy.

Developing, executing, and iterating on a paid media approach

Since Pillar had no real marketing or brand exposure to the market, we took a very ‘experimentive’ approach as we leveraged a variety of channels to promote their offering, along with identifying what the market was reacting to as far as brand positioning and offer messaging.

We had several findings, but all of them boiled down to keeping everything as simple as possible… from the messaging to the application process:

Messaging with ‘guaranteed’ and ‘commission free’ outperformed more traditional ‘MYGA offering’ messaging
Engagement throughout the website soared as we simplified our resources section
Less options the better

The results

The combination of modernizing their brand and website matched with our experimentation approach to their digital go-to-market motion, we have been able to achieve some amazing results in 2023.

CPL – $54
cpMQL – $83
Pipeline generated – $6,432,504

Besides blowing away their originally forecasted lead and pipeline targets, we created a scalable and predictable framework to meet (and exceed) their marketing generated revenue contributions.

These are great funnel metrics, but what’s the key takeaway of their results?

Established a benchmark to objectively gauge future campaigns
Exceeded their pipeline targets by 37%
Established an automated marketing nurture cadence for cold leads

CPL – Cost per lead

cpMQL – Cost per MQL

Pipeline generated – The dollar amount that was generated from our marketing initiatives.

Let’s accelerate your marketing efforts, together

Northcast is a boutique marketing services and consulting firm specializing in digital marketing, growth marketing and website development. The team at Northcast values the balance between short-term project goals and long-term vision, striving to be a dependable marketing partner.