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In the insurance industry, the two most common customer acquisition approaches both have unique challenges. First, the “traditional” approach of a large field presence, of either employed insurance representatives or independent agents, must attempt to differentiate its product and approach, even when there may be few differences from company to company. The most effective way is to market one-to-one with direct marketing and offers that speak to an individual’s preferences and current needs. This requires a blend of having the correct pieces of marketing materials available and giving the field sales representatives flexibility to personalize for each prospect.

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