Marketing Questionnaire
General:
1. How long have your segment been in business?
2. How many locations and/or office? Describe functions per location? Ex claims, underwriters, loss
control
3. Describe your distribution channel? Broker, online and/or direct to customer
4. Any segment changes in the past year?
5. Who are the decision makers in your segment with regards to marketing strategies?
(Segment Lead, Sr. Underwriter, Claims, Loss Control, Specialist, Others)
Product:
1. Describe your product and/or service. (Multi-package or single, deductible, limits, coverages)
2. What are the key benefits?
3. Commission? Describe our competitor’s commission rates.
4. Any rating tools?
5. Do we provide any extra services such as loss control? Describe.
6. Describe our claims advantage? Ex. Claims handling
7. Any cross-sell opportunities?
Target Appetite:
1. Describe your target appetite? Ex. Fleet size, radius, owned/non-owned, years in business
2. Any declined classes, limits or restrictions?
Competitors:
1. Who are your five biggest competitors? Describe their strength, weaknesses,
opportunities and threats. (SWAT analysis) **IMP
2. Any strategies in place to capture market share from them?
3. What’s our competitive advantage over our competitors?
Marketing Position:
1. Are we currently a dominant leader in the marketplace?
2. What’s our market share percentage?
3. How many accounts do we have in-house and average size?
4. What percentage is generated by your biggest broker?
5. What’s your new business goal and long term forecast?
6. What’s your retention goal? Has it changed in recent years?
7. Have you identified our biggest opportunity? Please describe by product line and by region.
8. Any key associations within your business?
Marketing Strategies:
1. What are your current marketing objectives?
2. What are your current challenges?
3. What’s your primary and secondary marketing strategies?
4. Describe your current marketing approach to promote your product or service? Ex. Advertising, direct
mail, tradeshows and events, associations activities, public relations, other.
5. Any creative approach that has been successful in the past?
Internal Document Only
Marketing Questionnaire
6. Any advertising or media planning? Goals?
7. Any promotions to generate response? Ex. white papers, contests, discounts and more.
Marketing objectives samples:
Introduce new segment, product or service
Develop/increase traffic
Maintain market dominance
Dominate a market
Expand target market
Getting closer to customers
Expand or re-establish image
Build awareness
Reinforce leadership position
Leads:
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4.
5.
Build brand awareness
Increase usage
Create demand
Increase profit margins
Increase response level
Promote specials sales
Promote events
Change customer attitude
Do you currently track, measure and nurture leads? If so, describe.
Describe how do you handle leads as they come through the door? By phone, email, events.
How do you classify leads in a sales process?
Do you have a database for prospects?
Do you capture key data such as contact name, title, email and business name?
Marketing Budget:
1. What’s your total budget by category?
Please
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ask for the following materials: (if applicable)
Print/online ads and media schedule for the chosen segment
Collaterals
Articles or white papers
Sales presentations (internal/external)
Old marketing plan
Competitors research
Quote letters, follow-up letters and cover letters to policy
2
Internal Document Only