Make your thunder
Tonitrus Digital
Your foundation for insurtech marketing success
A Fractional CMO, also known as a Part-Time Chief Marketing Officer, serves as the strategic leader of your marketing initiatives, steering the marketing department's vision and execution. This role is ideal for businesses seeking executive-level marketing expertise without the commitment to a full-time position. Tonitrus Digital’s specialization in insurtech means your business is gaining a leader familiar with the industry.
Why a Fractional CMO?
Ways your insurtech could benefit from Fractional CMO services:
Marketing Leadership. Effective leadership is essential in guiding your marketing team and making strategic decisions. A Fractional CMO brings seasoned expertise to direct your marketing efforts.
Strategic Vision. Crafting a tailored marketing strategy specific to your industry and niche is crucial. A Fractional CMO, with specialized experience in insurtech can deliver this insight.
Flexibility. The expertise of a CMO is invaluable, but not all businesses require this on a full-time basis. Whether you need a CMO for just five or twenty hours a week, the arrangement is adaptable to your needs.
Experienced Insight. While your team may excel in executing marketing campaigns, strategic oversight is often needed to navigate challenges and foresee potential hurdles.
Accountability and Monitoring. Regular tracking of campaign performance and leading KPIs are vital. A Fractional CMO ensures that your team remains accountable and focused on results.
Campaign Optimization. Enhancing the effectiveness of marketing campaigns involves identifying new opportunities. A Fractional CMO is skilled in optimizing strategies to maximize impact.
Efficiency Enhancement. If your marketing team’s efficiency isn’t meeting expectations, a Fractional CMO can provide the leadership needed to boost productivity and drive results.
Go-to-Market Strategy: For startups or businesses launching new products, a robust go-to-market strategy is essential. A Fractional CMO can help plan and coordinate your digital marketing efforts, ensuring clarity on goals and indicators of success.
Case Study: Solving a growth problem
THE COMPANY
A technology company focused on solving a huge pain point for insurance agents: how to place and process low-commission, excess and surplus lines, business quickly and efficiently so they can service every customer but devote more time to larger accounts.
Case Study
CORE PROBLEM THAT WAS SOLVED
The company needed to scale quickly in order to consistently meet revenue goals. If this wasn’t achieved, they would come to the end of their runway and likely be unable to raise additional funds. At this time, they had one junior-level marketing person and a business development team running a cold email marketing program.
Solving a growth problem to stay on track towards profitability
THE RESULT
More than 18k new users over 2.5 years - an increase of 17X, which led to a 5X increase in revenue.
HOW IT WAS SOLVED
- Problems with ease of user flow were identified and addressed
- Team members were hired to lead marketing ops, content, and events
- Connections with networks and orgs were established and taken advantage of through implementing various campaigns, like email and webinars
- Cold email was moved to marketing; drip campaigns for existing users were re-worked to become 71% more effective
- Redevelopment of the website reflected better communication around product benefits and increased SEO QoQ by 144%
- Omnichannel campaigns across channels drove consistent messaging and action
Case Study: Building a B2B channel
THE COMPANY
A technology company focused on delivering low-cost health care and health insurance through data transparency and innovative methods in health plan structuring.
Case Study
CORE PROBLEM THAT WAS SOLVED
The company wanted to make their core insurance product available to health insurance brokers in every state where the health plan was available for purchase. The problem was that they didn’t know how to get in front of the brokers they needed to sell their product. Further, these brokers needed to understand the intricacies of new and highly-regulated insurance offering before they could sell it.
Solving a growth problem to stay on track towards profitability
HOW IT WAS SOLVED
- Campaigns targeting health insurance brokerages in particular states were implemented and deployed across social, search, and print channels
- A broker training program was developed and an exam was administered before the product could be sold to ensure compliance
- A repository of marketing materials for brokerages to use was created
- A password-protected broker resource portal was planned with the product team for implementation
THE RESULT
More than 2k brokerages fully trained and promoting the health plan to customers, resulting in 8X new members.
Proof points
Average 71% increase in engagement of existing customers
Average 124% increase in new business
Spend 70% less than a full-time CMO
*
*Based on 2024 market rates for full-time Chief Marketing Officers
Meet your B2B insurtech fractional CMO
Liz Deranja is a distinguished marketing executive and the founding principal of Tonitrus Digital. Boasting over 15 years of expertise in the marketing realm, she has spent the past decade in senior leadership roles within the insurance technology and advertising technology sectors.
Liz's deep understanding of market dynamics and industry intricacies enables her to devise and implement robust marketing strategies that ensure her clients' success. Her leadership at Tonitrus Digital reflects a commitment to excellence and a proven track record of transformative results.
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