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LIC Webinar: Brand, Marketing and Sales Impact

Presented by Heaton Consulting

7/25/2024, 2:30 - 4 p.m. ET
Virtual

Overview

Highlights

LIC Strategy Execution Series
Aligning Marketing, Operations, and Products
To Create a Deliverable Value Proposition
PART 2

Brand, Marketing & Sales Impact 
An LIC Marketing & Distribution Webinar
Presented by Heaton Consulting
July 25, 2024, 2:30-4 p.m. Eastern*

Growing a company takes time and considerable resources. To improve the return on investments in revenue generation, it is important to understand how each component contributes to the overall goal and key steps to creating a fully integrated plan. Improvements in brand management, marketing, sales and distribution systems will deliver measurable results in attracting and retaining of customers who can be advocates for your company.

This session will examine the role of Brand Management, Marketing, Sales, and Distribution Systems in revenue generation. Presenters will discuss how customer assessments (customer preferences, segmentation, buyer personas, and prospect profiling) coordinated with corporate planning creates stronger internal alignment – enhancing performance and strengthening the brand promise with external stakeholders.

The webinar will close with three executives reviewing strategic decisions and actions taken when they pursued direct to consumer market in addition to using independent agencies for distribution (featuring Mark Rothwell plus Steve Shaffer, CEO of Homesteaders, and Dierdre Woodruff, Senior Vice President of Puritan Life).

*This webinar will be part of the LIC Marketing & Distribution Virtual Meeting, July 25, 2024. If you're planning to attend the full meeting, register at www.loma.org/LICMKT (your registration will automatically include this webinar). Participants not planning to attend the full Marketing & Distribution meeting can register here for just the webinar. Please note that the exact session time may change as plans for the full meeting are completed. Questions? Contact lic@loma.org.

Who Should Attend

This webinar will be valuable for CEOs, COOs, CMOs, project management executives and other senior management of small-to-midsize life and annuity companies and fraternal organizations.

LIC Strategy Execution Series

This is the second of a three-part series presented by Heaton Consulting for LIC members, on how aligning marketing, operations, and products will create a deliverable value proposition to agents and consumers. 

Part 1: Brand Promise + Strategy Execution = Positive Outcomes
An LIC Operations/Project Management Committee Webinar, April 24, 2024
Goal:  Understand how harnessing the inter-relationships between all facets of the insurance organization will improve individual components and overall performance. View Recording

Part 2: Brand, Marketing and Sales Impact
To be presented at the LIC Marketing & Distribution Virtual Meeting, July 25, 2024, 2:30-4 pm ET
Goal: Understand how customer assessments (customer preferences, segmentation, buyer personas, and prospect profiling) coordinated with corporate planning creates stronger internal alignment – enhancing performance and strengthening the brand promise with external stakeholders.
Sign up for Webinar Only  |  Sign Up for Entire LIC Marketing & Distribution Virtual Meeting  

Part 3: Operations and Innovation
To be presented at the LIC Operations Committee Meeting, hosted by Baltimore Life, September 24, 2024, 3-4 pm ET
Goal: Understand how to improve decision-making and outcomes when pursuing large operational investments. 
Sign up for Webinar Only  |  Sign Up for Entire LIC Operations Committee Meeting 

 

Presenters

Tim Heaton
Managing Member, Heaton Consulting

Tim Heaton

Managing Member, Heaton Consulting

Tim Heaton is Managing Member of Heaton Consulting, LLC. Tim is a highly accomplished leader, renowned for his proactive and results-driven approach. He has consistently guided insurance organizations to attain their revenue, profit, and business growth objectives. Tim collaborates with company leadership to drive growth through sound strategic development and execution. His career highlights include successfully leading a company through a dramatic turnaround, managing system installations and conversions, cultivating strategic partnerships, and innovative new life and health insurance products. He was responsible for corporate planning at three companies; coordinating planning, communication and execution company wide.  He also held top Actuarial officer positions and product line of business responsibilities at life and health insurance companies. 

Mark Rothwell
President, The Brand Matters

Mark Rothwell

President, The Brand Matters

Mark Rothwell is President of The Brand Matters. He is an entrepreneurial minded executive with extensive management, strategic marketing, and brand transformation experience, that has successfully inspired consumer engagement efforts with great brands across multiple industries.  He has over 25+ years of marketing leadership with Oscar Mayer, The Coca-Cola Company, Miller Brewing Company, Famous Footwear, Dean Health System, American Family Insurance and WPS Health Solutions.  Under his leadership, he helped deliver significant improvements in key brand health metrics, consumer satisfaction and overall business results (market share, revenue and profitability). 

Registration

This LIC Webinar is open to all registrants. Access instructions will be emailed about a week before the event. 

Webinar Registration Only

  • LIC Member: $30
  • Nonmember: $45
  • Group Discount: After two paid registrations, use code GRPCOMP for the third and additional attendees to attend for free.
  • Fraternals: AFA Member Societies registration is fully sponsored - register at the AFA Website. 

Marketing & Distribution Meeting Including Webinar

The webinar is being presented as part of the LIC Marketing & Distribution Virtual Meeting; if you are planning to attend the full event, please register at www.loma.org/LICMKT instead, and the webinar will be included in that fee.

Cancellation Policy

All cancellations/substitutions and refund requests must be received in writing - please submit your request to customer.service@limra.com. A full refund is available until one day before the meeting (July 24, 2024). For cancellations received after that date, registration fees will not be refunded but substitutions are allowed.

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