8 Insurance Marketing Tools to Generate & Nurture Leads

Insurance agents face a serious challenge with attracting potential clients and building a successful agency. Almost a third of insurance agents cite lead generation as their biggest challenge, with many struggling to secure qualified leads at a reasonable cost.

Outsourcing lead gen isn't your only option. Instead, use the right insurance marketing tools to generate and nurture leads and drive ROI. In this guide, we'll cover how to choose the best tools and share a list of what to add to your technology stack.

Key takeaways:

• Match insurance tools to your strategy, not vice versa. Focus on tools that support your lead generation strategy and help your agency scale.
• Software integrations are essential for growing your insurance business. Prioritize tools with built-in connections to sync data automatically.
• Prioritize software platforms that can meet several of your marketing needs — such as webinars, online events, and video conferencing all in one.

How to choose the right tools for insurance agents

Before you start building out your insurance marketing tech stack, you need to know how to make the most effective investments. Use these guidelines to select the right tools for yourself or your team.

Consider your marketing strategy

First, get clear on your agency's strategy and the channels where you plan to focus your efforts. Does it center on real-time tactics like webinars and virtual events? Or does it prioritize asynchronous tactics like email marketing and search engine optimization (SEO)?

Invest in tools for your primary sales and marketing channels first. Once you've optimized those efforts, consider adding new channels and tools to the mix.

Define your budget

Next, decide on your budget for insurance marketing tools. Remember to factor in the number of seats you need to purchase. For an independent insurance agent, the math is easy. But for a larger agency, you might need a team plan with multiple user seats.

Keep in mind that most software platforms offer monthly pricing for agencies that need to make shorter commitments. If you're willing to pay upfront for the full year, however, you can typically take advantage of an annual discount.

Test the user experience

When you purchase insurance agent tools, the last thing you want is to learn that the software platform you've chosen is impossible to use. Software with a poor user experience (UX) can lead to low adoption rates, resulting in a poor return on investment (ROI).

Before committing, sign up for a free trial or a product demo. For example, Livestorm offers on-demand demos and lead generation workshops that reveal how our team uses our own webinar software to attract qualified customers and build a client base.

Prioritize integration options

As your agency grows and your tech stack expands, you'll find it important to connect all the tools you use. This way, you can automatically sync your email marketing platform with your webinar software and avoid having to manually transfer data.

Always check integration capabilities before choosing a software platform. Look native integrations and options to connect tools via API.

Evaluate analytics features

The most valuable digital marketing and lead generation tools do more than just launch inbound and outbound campaigns. They also track and report on results.

Any software platform you choose should have advanced analytics that report on the metrics that matter to your sales and marketing team. This way, you can build successful lead generation funnels, track marketing ROI, and understand what's working (and what isn't) for your agency.

8 Insurance marketing tools for agencies

Now that you know how to evaluate insurance agent marketing tools, let's look at the best options. We'll walk through eight types of tools every insurance agent needs.

1. Customer relationship management (CRM) tool

A CRM system is the central hub for your insurance business. It stores all of your client data, including everything from contact information and policy details to conversation history and client relationship status.

The best CRM tools provide actionable insights on lead quality and conversion rates, helping your team focus their sales and marketing efforts on the prospects who are most likely to convert. Most also have native integrations with other marketing software, making it easy to sync data.

With a CRM like HubSpot, you can capture leads who engage with your marketing content, distribute leads to sales team members, and score leads to decide which ones to prioritize — helping you convert leads faster.

2. Appointment scheduling software

Appointment scheduling software simplifies the process of booking calls with potential clients. Instead of sending emails back and forth, you can share a calendar link that allows prospects to book a meeting.

If your insurance business doesn't offer self-serve policies, this type of tool is essential. It allows you to connect with prospects over the phone or via video call so you can build custom policies or bundled coverage.

With an appointment scheduling tool like Calendly, you can set up different appointment types and incorporate your availability. Then, leads can book the right appointment type and time.

3. Webinar platform

As Livestorm's 2024 Webinar Marketing Report reveals, 62% of marketers offered more webinars in 2024 compared to 2023, making this an important tactic to prioritize. Webinars are ideal for sharing educational content, including video walkthroughs of insurance products and industry insights from your leadership team.

The best webinar software platforms support both live sessions that let you connect in real time and automated webinars that generate leads around the clock.

With Livestorm, you can host everything from product demos to Q&A sessions. Our built-in engagement tools encourage attendees to ask questions and vote in polls, and our analytics provide attendance and engagement data to help you optimize your content.

4. Social media scheduling tool

Social media management tools connect to Facebook, LinkedIn, and other social media platforms. They let you schedule posts, short-form videos, and stories to your social profiles so you can share educational content, special offers, and news updates.

A social media strategy helps you build customer relationships and establish authority in your niche. Plus, building a social media profile allows you to connect one-on-one with leads via comments and direct messages (DMs).

A platform like Hootsuite helps you schedule social media marketing campaigns across multiple profiles and incorporates an approval process to keep your posts compliant. And its social listening tools track important conversations in the insurance industry so you can easily monitor topics your audience cares about.

5. Email marketing tool

Email marketing tools are essential for sharing newsletters, lead magnets, and insurance policy details. In many cases, they're also crucial for guiding policy renewals and onboarding, making them important for everything from lead generation to customer retention.

The best email marketing platforms don't just send emails. They track customer journeys and segment subscribers so you can make sure you're always messaging the right customers — and make data-driven decisions about the best types of email campaigns for your insurance business.

With Mailchimp, you can set up everything from monthly newsletters to drip campaigns that engage leads over time. The platform's signup forms help you build a subscriber list quickly, and its AI features help you create and send email content faster.

6. Video conferencing platform

Video conferencing tools are ideal for setting up sales calls and product demos with customers. They offer a secure space where you can share insurance policy information and answer questions in real time, with either individual customers or buying committees.

The best video conferencing tools have calendar integrations to make booking meetings easier and screen sharing so you can demonstrate products or show dashboards. Plus, they have automated recording so everyone can have a copy of the call for reference.

Livestorm supports video conferencing for one-on-one sales calls and group meetings. Our built-in email marketing tools let you send reminders to boost attendance, and our security features keep sensitive information private.

7. Content marketing tool

Content marketing tools help you create high-quality, authoritative content for your website. They offer keyword research and competitor analysis features that help you find the right topics to cover and optimize your content for search.

In addition to SEO tools and AI-powered content writing features, Semrush also offers local SEO capabilities. This way, you can optimize your website for your service area and make your insurance agency more visible to your target audience.

8. Automation software

Managing all of these marketing tools separately can take a lot of time. With marketing automation tools, you can set up workflows that trigger events in one platform when something happens in another tool.

Zapier works with thousands of software tools, allowing you to get creative with your marketing campaign automations. For example, you can set up an automated Slack alert for your sales team when a qualified lead is ready for outreach.

Livestorm for insurance marketing

The right insurance tools help you attract qualified leads and grow your business. With Livestorm, you can host educational webinars, develop on-demand demo videos, and even meet one-on-one via video conferencing.

Make Livestorm a key part of your insurance agency marketing system. Our integrations make it easy to connect our webinar and video conferencing platform with marketing automation, email, and CRM tools.

Curious how Livestorm can simplify your insurance marketing? Sign up for Livestorm and set up your first webinar in minutes.