In Part 1 of this series, we explored why broker communications often fall short, and overcrowded inboxes, fragmented data, and outdated email strategies continue to hold carriers and MGAs back. Now, in Part 2, we’ll look at how to move forward with the tools and tactics that make broker communications more relevant, measurable, and impactful.

Here’s what that looks like:

1. Best-in-Class Marketing Automation Platforms

Platforms like HubSpot, Salesforce Marketing Cloud, Pardot (Marketing Cloud Account Engagement), Act-On, or Microsoft Dynamics 365 Marketing offer advanced capabilities, including:

  • Segmentation & personalization at scale: Use product interest, past behavior, and broker profile data to dynamically tailor content.
  • Real-time triggers: Deliver communications instantly based on broker actions such as portal logins, form submissions, training completions, or other CRM-defined activities
  • Multichannel outreach: Pair email with LinkedIn to amplify reach and visibility. LinkedIn also allows you to directly target your own broker audiences inside the platform, ensuring messages are delivered to your broker list and not others.
  • Landing page integration: Provide brokers with resource-rich destinations that improve engagement and tracking, while also making it easier for them to quickly access information without digging through their inbox.
  • Full visibility into broker interactions: Track and consolidate engagement across email, web, campaigns, videos, surveys, events, and more. When tied into CRM and portal systems, this creates a 360° view of each broker relationship, showing which brokers are engaging, which products resonate, and how communications influence both new business growth and retention.

2. CRM & Portal Integration

Integrating your marketing automation platform with your CRM (Salesforce, Microsoft Dynamics, or others) and broker portals unlocks:

  • Single customer view: Consolidate broker data from all systems into a single profile, giving teams a complete picture of each relationship.
  • Lifecycle-based campaigns: Tailor communications to the broker journey, from onboarding and training to active selling and long-term loyalty.
  • Closed-loop reporting: Tie communications directly to outcomes such as adoption, quotes, bind ratios, and product growth. This visibility ensures marketing and sales efforts are aligned and measurable.

3. Continuous Data Hygiene with Verilist.io

Even the best platforms won’t deliver results if your data isn’t clean. That’s where Verilist.io comes in.

Verilist enables carriers and MGAs to:

  • Regularly validate and enrich broker data, think of all types of profile information: role, line of business, brands, email preferences, region and more.
  • Identify and fill missing contacts at each brokerage.
  • Centralize contact information from multiple systems into a marketing-ready database.
  • Maintain data freshness to prevent wasted sends, missed opportunities, and ensure a high degree of domain reputation.

This ensures your communications always reach the right people, with the right message, at the right time.

The ROI of Modern Broker Communications

When carriers and MGAs invest in marketing automation, CRM integration, and modern data practices, the results extend far beyond basic improvements to open and click-through rates.

  • Higher engagement: Targeted, personalized communications outperform generic blasts, often increasing open and click rates by 2–3x. But more importantly, you’re moving past surface-level metrics to focus on broker behavior across channels and how that ties directly to business outcomes.
  • Faster adoption of products and services: Hyper-personalized campaigns, delivered at the right stage of the broker journey, accelerate actions like adoption of new portals, key appetite education – growth in new business. Personalization and relevance reduces friction and creates a smoother path for brokers to do business with you.
  • Greater loyalty and retention: Consistent, value-driven communications build trust and position you as a partner invested in broker growth, not just a market that sends bulletins or newsletters.
  • A 360° view of broker engagement: By consolidating interactions across email, web, campaigns, events, videos, and surveys into a single system, you gain complete visibility into how brokers consume information. This helps you optimize campaigns and portals for the future.
  • A clean break from “batch-and-blast”: Once you’ve experienced the precision of surgical, data-driven communications across multiple channels, there’s no going back to the old way. Modern broker communications allow you to speak directly to the right broker, at the right time, with the right message, driving both new business growth and long-term retention.

What This Means for Your Team

Carriers and MGAs don’t necessarily need to start from scratch, many already have strong technology foundations in place, such as marketing automation platforms, CRMs, and broker portals. The challenge is often knowing how to connect these tools with the right strategy. With the right approach, existing investments in marketing automation, CRMs, and broker portals can be better connected and aligned to support both broker engagement and long-term retention.

Goose Digital has been helping carriers and MGAs across North America modernize broker communications for over a decade, leveraging marketing automation, CRM integration, and modern data practices. Contact Goose Digital today to explore how we can help you activate the technology and strategies you already have in place.