Website Design | Marketing | HubSpot COS

For over 50 years, Fidelity & Guaranty  Life (FGL) has been a catalyst to help others plan for tomorrow. With over 700,000 policyholders counting on the safety and protection features of their life insurance and annuity products, FGL constantly pushes themselves to innovate on your behalf. 

"The team at Groove has worked side-by-side with our team to build a more effective digital and inbound marketing effort. They have brought tremendous expertise and great enthusiasm to the table over the past year. They have dramatically accelerated and sharpened our focus in this rapidly changing space."
-PAUL TYLER, SENIOR VP AT FIDELITY & GUARANTY LIFE

The Before

  • The first challenge for FGL was how to create, design, and implement an experience for the multiple types of personas coming to their website.
  • They also needed a way to better market a newly created iPad app for their agents to sell on the go, but didn’t know how to implement such a strategy. 
  • After a successful marketing engagement, FGL returned to Groove when they were ready for a website redesign.

  • Since FGL doesn’t sell their product to the customer themselves, they needed to develop a brand that spoke to the end consumer, even though the ultimate transaction happened through a 3rd party agent.
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The After

  • Straight-forward, detailed product pages were created to educate customers on complex financial products. Using buyer personas, the site was designed and content was written to more effectively engage with FGL’s target customer.

  • Groove also decided that it would be best to implement a designated landing page to market the newly created FGL app to their agents.  This landing page has become a unique and successful resource hub where agents can come and get tips on how to use their iPad effectively when meeting with a client.
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The Solution

  • The team at FGL needed ongoing training and support for their HubSpot platform particularly with workflows, social media, and email campaigns.
  • Groove designed and implemented a customized HubSpot landing page to direct visitors down very specific paths. These paths navigated agents, consumers, investors, iPad app users, and regular visitors towards specific pages set up with marketing automation software provided by HubSpot.
  • SMART
    Marketing automation implemented
  • HubSpot
    Optimized landing pages
  • Experience
    Unique website experiences based on persona
  • Support
    Ongoing web & marketing support

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