With its long sales cycles, intricate buyer journeys and stringent regulatory environments insurance companies are one of those industries that may have the most challenging demand generation requirements.
Insurance companies are part of a wide range of financial services that requires solid sales strategies. Although considered a requirement for every country, it can still be difficult to market.
Stepping into 2025, there are various demand and lead generation strategies insurance marketers can implement, but the most highly-innovative technology that can provide extreme value is Artificial Intelligence (AI).
Adopting AI in their B2B marketing demand generation strategy, enables them to identify and engage high-intent leads more efficiently.
But how exactly?
For this article, we will take a deeper dive into the current marketing benchmarks for demand generation performance in the insurance sector, highlighting key metrics such as:
- Conversion rates
- Lead qualification time
- Customer Acquisition Cost (CAC)
- Pipeline Velocity
- Attribution Performance
With actual insights from authoritative industry reports and how AI-driven platforms like AnyBiz.io can help insurers optimize their demand generation efforts.
Difference of Demand Generation from Traditional Marketing
Traditional marketing focuses on broad brand awareness and mass outreach, with the objective of attracting a wide variety of audience. Demand gen, on the other hand, leans more on its targeted approach “creating a demand” or interest among specific, high-value prospects.
Compared to lead generation— which encompasses a range of strategies — demand generation is valuable for B2B marketers due to its capacity to nurture leads throughout the entire sales funnel, from initial awareness down to its conversion.
Some of its key distinctions include:
Targeted Outreach
Demand generation for B2B sales isolates Ideal Customer Profiles (ICPs). It ensures that every marketing effort is directed towards prospects that may express high demand for your product increasing their potential for conversion.
Content Personalization:
Development of contents strategy is also included in the demand generation process, it is highly effective for enhancing engagement and presenting your relevance.
By personalizing and tailoring content to address the specific pain points of targeted segments, you have the potential to present your product or service as the ultimate solution to whatever their specific needs and pain points.
Data-Driven Strategies
To identify the best potential customers, many businesses rely on data, then utilize marketing analytics to gather information and make effective campaigns and optimize their marketing funnel.
Alignment with Sales
Fostering collaboration between marketing and sales teams helps ensure lead handoff, and develop a more consistent messaging throughout the buyer journey — or sales funnel.
What Strategies Are Commonly Used in B2B Demand Generation?
Demand generation programs include various marketing strategies and approaches. It mainly involves finding the right prospect and identifying their pain points.
Account-Based Marketing (ABM): It focuses on high-value accounts that involve personalized campaigns which are tailored to specific organization requirements.
Content Marketing: Development of valuable , informative and engaging contents, such as white papers, newsletters, case studies and webinars.
Email Campaigns: Email marketing is one of the most effective ways to nurture leads. Email is a channel that can nurture leads via targeted email sequences — from its initial outreach down to its follow-ups. The purpose of these emails are providing relevant information and calls to action that specifies the unique and potential contribution and proposition of a B2B company to another one.
Social Media Engagement: Social media platforms such as LinkedIn, Facebook, and X (formerly known as Twitter), can help with brand awareness strategies. But for B2B industries and decision-makers it can be a platform to share thought leadership content creating an impression with their professional network that they possess great authority over a specific demand.
Webinar and Virtual Events: The use of online events to showcase their expertise. These events are ideal for B2B companies to expand and develop their network and search for potential clients.
Search Engine Optimization (SEO): SEO is highly critical for developing a company’s organic traffic. It often involves optimization of website contents, including B2B contents, to improve visibility in search engine results.
Pay-Per-Click (PPC) Advertising: Involves running targeted ads (sometimes in Google Ads) to capture leads actively and effectively for those who may be looking for specific insurance solutions.
Referral Programs: Encouraging existing clients to refer new prospects through incentive-based programs.
Uncovering B2B Demand Generation in the Insurance Sector
Demand generation involves marketing your product as the ultimate solution for a specific or wide range problem. For the insurance sectors, this can involve nurturing and creating relationships with corporations and individuals that may require insurance on their products or services.
Due to its complexity, demand generation strategies should be highly targeted and compliant.
Regulatory Compliance: Each marketing materials and communication templates must adhere to industry regulations and standards.
Risk Assessment: Supplementation of detailed information on risk management, including specific strategies on how an insurance company may provide potential remedy to address client concerns.
Customized Solutions: Delivery of tailored insurance packages that meet the specific needs of different B2B sectors or business sizes.
Educational Content: An industry benchmark that delivers highly valuable resources and contents that explains complex insurance concepts, giving businesses the ability to develop informed decisions.
What Are the Key Benchmarks for Demand Generation in Insurance Companies?
What Metrics Should Insurance Companies Track for Effective Demand Generation?
In order to verify and measure their success, insurance companies will require Key Performance Indicators (KPIs). These are metrics that will determine which strategies are working, and which ones may require further alterations.
Some of the following metrics may include:
Conversion Rates: These confirmation of the number of leads that “converted” or moved up to the next stage in their sales funnel.
Lead Qualification Time: The amount of time it takes to assess leads and categorize them depending on their readiness to purchase or subscribe to your service.
Customer Acquisition Cost (CAC): It involves the calculation of each cost per lead, and provides detailed expenses of both marketing and sales team.
Pipeline Velocity: Indicates the efficiency of the sales process, and confirms the speed of how leads move through the sales pipeline.
Attribution Performance: The ability to track and assign credit to various marketing touchpoints that contribute to lead conversion.
Industry Standards for Lead Conversion Rates?
Industry reports from 2025, indicates that amongst the top-performing B2B companies achieve a lead conversion rate of 12% and 21%, depending on the sector.
Meanwhile, insurance companies that leverage AI tools for their demand generation strategies notice a large improvement in these rates, helping them minimize the gap with other industries.
How Can Insurance Companies Improve Their Demand Generation Efforts?
Incorporating AI-powered systems such as AnyBiz has made significant contributions to help insurance companies improve their lead and demand generation strategies.
AnyBiz is a cutting-edge AI sales development representative platform that empowers various businesses including the insurance sector with its automation and hyper-personalized outreach capabilities. At the center of this platform is an AI Sales Agent built to transform your overall sales process.
Providing the Right Insurance at the Right Time
Insurance companies that subscribe to AnyBiz will have access to a B2B prospect database that contains over 400 million personas.
You can reach up to 8,000 leads monthly across multiple channels—email, LinkedIn, and AI cold calls. This ensures your message reaches your ideal audience at the moment they’re most likely to engage.
Build Trust with Personalized Email Sequences
In insurance, trust is everything.
And AnyBiz helps you nurture your relationship with potential clients by providing them with thoughtful and highly personalized emails.
The AI agent writes and sends hyper-personalized messages based on buyer intent and behavior—such as interest in a specific policy type or previous website activity. Follow-ups are automated but always human in tone, increasing your chances of meaningful engagement.
Segment and Target with Precision
AnyBiz groups your prospects based on engagement level, firmographics, or behavior patterns—enabling tailored messaging that speaks directly to each segment’s needs, whether it’s small business owners, HR teams, or individual policy seekers.
Leverage LinkedIn for Insurance and Professional Outreach
AnyBiz integrates with LinkedIn to help your team connect with key decision-makers naturally. It sends connection requests, follows up with custom messages, and tracks engagement like profile visits and message replies—all automated by the AI agent to boost your professional presence.
Accelerate Conversions with Smart Cold Calling
AI cold calls are especially powerful for high-intent prospects. AnyBiz’s AI voice agents schedule and make calls on behalf of your sales team, engaging prospects with dynamic scripts that adapt based on real-time responses. This ensures more effective conversations that increase conversion rates.
Customize Messaging Across Channels and Languages
Insurance companies often target a broad, multilingual customer base. AnyBiz supports over 30 languages, including English (various dialects), Spanish, French, German, Chinese, Japanese, Hindi, and many more, making it ideal for global outreach. Additionally, you can select the tone of voice—formal, professional, friendly, or conversational—to better connect with your audience.
Grow Brand Awareness Through Social Media
Beyond direct outreach, AnyBiz helps build your brand on social media platforms such as Facebook, X (formerly Twitter), and LinkedIn by engaging with posts and amplifying your presence, increasing visibility with your target audience.
AI Dashboard: Optimize Performance with Real-Time Insights
In order to monitor the progress of your AI agent’s activities and confirm if they are generating a positive Return on Investment (ROI), you can take advantage of our exclusive AI dashboard.
The agent activity dashboard provides you with a comprehensive and complete overview of engagement and outreach activities performed by the AI agent across:
- Emails (viewing the total numbers of emails sent)
- Call activities (ignored and responded calls)
- LinkedIn (connection request, messages sent, and profile views)
For insurance companies looking to scale demand generation, AnyBiz offers a powerful blend of automation, personalization, and multi-channel reach. It reduces manual effort, improves targeting, and helps your team close more qualified leads—faster and smarter.
What Are the Challenges Faced by Insurance Companies in Demand Generation?
Insurance companies often encounter challenges such as:
- Data Silos: Fragmented data across departments impedes a unified view of prospects.
- Regulatory Constraints: Strict compliance requirements limit the scope of marketing activities.
- Complex Buyer Journeys: Multiple stakeholders and decision-makers prolong the sales cycle.
- Limited Personalization: Generic messaging fails to resonate with diverse business needs.
What Are the Risks of Neglecting Demand Generation in the Insurance Sector?
Failing to invest in demand generation can lead to:
- Decreased Market Share: Competitors with proactive strategies may capture a larger portion of the market.
- Lower Lead Quality: Without targeted efforts, the sales team may waste resources on unqualified leads.
- Stagnant Growth: Inadequate demand generation hampers the ability to scale and expand the customer base.
Conclusion: How AI is Reshaping the Demand Generation Process for Insurance Companies
With its ability to predict buyer intent, provide marketing automation capabilities and enhanced personalization AI may forever transform the way insurance companies search for leads. There are various tools in the market that may offer these features, but none may provide it with topnotch innovation as AnyBiz.
AnyBiz.io is uniquely positioned to help insurance companies, Software as a Service (SaaS) companies, and other industries to transform their demand generation with its AI-powered sales development solutions.
By leveraging AI tools like AnyBiz, insurance companies can minimize longer sales cycles and improve their overall sales process.
Try AnyBiz today trial starts at 0.99 USD or book a demonstration meeting today!
