MW Expat Solution GmbH.
Delivering Lead Generation with cost effective growth

MW Expat Solution Services GmBH offer insurance solutions and pension saving schemes to the growing expat community in Germany. Challenged with a competitive market, MW Expat’s management tasked GANDT to find a digital Lead Generation solution for their marketing team. After conducting a marketing audit, GANDT deployed an in-house marketing unit that lowered costs by 30% in just 4 months.

 

#insurance #leadgeneration #inhousemarketing #googlesearch #facebookadvertising

MW Expat Solution Services GmBH offer insurance solutions and pension saving schemes to the growing expat community in Germany. Challenged with a competitive market, MW Expat’s management tasked GANDT to find a digital Lead Generation solution for their marketing team. After conducting a marketing audit, GANDT deployed an in-house marketing unit that lowered costs by 30% in just 4 months.

#insurance #leadgeneration #inhousemarketing #googlesearch #facebookadvertising
-30% Cost per lead
+6% Conversion rate
+60% Sales growth from in-house marketing
Launched Google & Facebook Advertising

Initial Situation.

MW Expat Solution GmbH give professional help to expats in Germany to find the best insurance solutions across verticals such as health, cars, general insurance and more. Yet, high costs and a saturated insurance market were limiting MW Expat’s ability to scale up.

They turned to GANDT to see if digitalization of their marketing operations could overcome this challenge. By implementing two of their strategy programmes, Discover and Accelerate, GANDT was able to untie the costly dependency on affiliate partners and make the company’s digital marketing more profitable.

 

  • A marketing audit established that an internal marketing set-up was the way forward, providing the short and long-term benefits of a more sustainable marketing funnel

 

  • Workshops and co-creation sessions on SEO, Google and Facebook ads, drove the collaboration and empowerment for MW Expat Solution to own this new strategy.

 

  • With higher conversion rates, lower costs and more growth, MW Expat take all their marketing in-house, coached and enabled by GANDT to ensure long-term digital growth.

 

“Although it is such a competitive market, especially in regards to other service providers that offer similar solutions, we managed to set ourselves apart through an intuitive user funnel and relatable ad content.” – Dario Stock

Project Plan.

  • 01
    Phase 1: Discovery

    Marketing Audit

     

    By conducting market research of MW Expat Solution’s digital storefront and the marketplace it was playing in, GANDT identified that lead partners in the industry were mainly relying on search marketing, as well as social media marketing. After presenting the findings with MW Expat’s marketing team, a workshop was conducted to set the objectives of the project:

    • Goal: build a more efficient Customer Acquisition strategy
    • KPIs: Increase leads and reduce costs

     

    The decision was taken to run the project in phases. The first short-term objective was to set up Search Marketing and Paid Facebook advertising in-house. Throughout this process, GANDT’s aim was to empower the client to own the strategy. Working out Loud, daily interactions and a joint Slack channel, ensured the MW Expat Solution team could be transparently involved every step of the way. This level of communication is key for real time feedback and essential for the quality of the new leads and to share insights generated via the marketing channels.

     

    ”As the client is located in Munich, we make sure to meet at least every quarter, in person, so that we are available for all stakeholders of the project.” – Dario Stock

     

    Indeed, such structured and consistent communication was necessary, resulting in a positive outlook on the new year.

  • 02
    Phase 2: Acceleration

    Marketing Deployment

     

    After the launch, the early signals and positive results led GANDT to immediately begin scaling the campaigns. Facebook Ads created awareness about MW Expat Solution in the respective target group, whilst Google Ads made sure they were found for any related and important search terms.

     

    The set-up succeeded in proving that increasing our spend would not hinder our efficiency goals, but quite the opposite. From February to April this year, lead generation measures grew by 300% without losing any efficiency.

     

     

     

    Website Optimization

     

    MW Expat were entering a very competitive market (health insurance) through a niche target group (expats). In order to reduce competitiveness, a more tailored user-approach was created for the customer journeys, ad-communication and landing pages.

     

    To maximize lead potential, GANDT implemented a performance-driven standalone landing page that averaged a +6% conversion rate on first contact level since launching, across the channel mix. A detailed SEO Workshop was run for the client to onboard their newest colleague who will tackle their SEO strategy in the future.

     

    Finally, tapping into the expertise of GANDT’s own expat marketeer meant personal experience could be leveraged, leading to more personable, colourful and branded advertising content for the Facebook campaigns.

     

     

     

    How we worked

     

    A key aspect to consider for the project is that information sourcing for an expat is challenging. Having direct insights into the life of an expat is beneficial in terms of communication, which is why the respective talents that fit the target group were included on the project. Direct communication with GANDT’s team but also expat clients, meant extracting valuable insights and incorporating them into the marketing funnel and communication.

     

    Another key learning that came from collaborating with the MW Expat team was the value of data-driven planning and analysis. By showing how important and useful a detailed performance forecast is, and despite not having any historical data, benchmarking campaigns meant better understanding the challenges ahead.

     

    This data-first approach leveraged across the marketing audit, campaign launches and scale-up phases, meant having visibility on the impact of strategic decisions and giving transparency to optimisation needs in real-time.

  • 03
    Phase 3: Re-Discovery

    OKRs and Learnings

     

    The success of the project’s first four months validated the new marketing model for MW Expat Solution. It was clear how high the potential was for the business. By looking again at the KPIs agreed on at the start, it was clear that both leads volume and cost efficiency were attained.

     

    Another significant milestone was replacing external lead generation partners, whilst scaling the internal marketing set up. Having built up their own lead generation funnel through digital advertising, MW Expat significantly lowered the dependency on affiliate partners and created an additional revenue stream that did not exist before. In June 2022, MW Expat’s aim is to be 100% reliant on their own in-house marketing measures.

     

    An in-depth understanding has been transferred to the MW Expat team. In order to progress, GANDT are re-evaluating the current set-up and market opportunities, so they can expand the marketing mix further.

     

    The current marketing team’s expertise lies with content marketing and this has been their primary focus. With GANDT taking care of the technical aspects and performance marketing, it has become essential to also transfer this knowledge to the MW Expat team.

     

    By continuing to coach them on this new way of thinking, the ultimate goal is to enable MW Expat to execute the whole marketing scope, independently, in the future.

Contact.