Insurance company If gained valuable information on the path to purchase of B2B decision-makers

“Cooperation was close, and the common thread running through the process was ensuring that we get as much benefit as possible from the survey.”

Insurance company If wanted to identify the factors that affect the purchase decisions of decision-makers who buy business insurance. Based on Sanoma's path to purchase survey for B2B decision-makers, a suitable solution for the insurance industry was tailored specifically for If. The survey was carried out in four of If’s countries of operation: Finland, Sweden, Norway and Denmark.

Recommended actions steered the company in the right direction.

“The survey attracted a lot of attention and interest in our company. Although the survey focused largely on media, marketing and content, it also analysed the concerns of B2B decision-makers and how much they compare different insurance providers before making a decision,” says If’s Nordic Digital Marketing Manager Christina Annala.

The recommended actions compiled as part of the survey have been applied at If in content production, the themes of paid advertising and content formats. One of the recommendations had to do with the length of articles and videos – it was noted that shorter content works better than longer content.

“One of the most important findings was that the markets in our countries of operation differ from each other. This observation helped us make the decision to emphasize slightly different things in the content we produce for different countries,” says Annala.

The survey also provided recommendations of suitable media channels.

“Our thoughts were confirmed. We reach a broad group of B2B decision-makers via the digital channels that we use.”

Seamless cooperation drove success

The successful cooperation was based on Sanoma’s path to purchase survey for B2B decision-makers, which was used to tailor a solution specifically for If, and on seamless cooperation. Christina Annala and If’s Nordic Marketing Business Manager Anna Kågström commend the team at Sanoma that was responsible for the survey.

“They were flexible and well-informed. They listened to our needs and were able to turn them into actions. They were also always available and answered all our questions in no time.”

The process was quick and smooth.

“We managed to get everything done through one partner. The whole package, including translations, was produced in a month. Cooperation was close, and the common thread running through the process was ensuring that we get as much benefit as possible from the survey. We are extremely happy that we ended up choosing Sanoma as our partner. We were able to rely on the strong expertise of the media house and its thorough understanding of media.”