Being an innovative & creative Life Insurance Sales & Marketing professional in the Insurance arm of a reputated Indian conglomerate Bajaj Group, I reached out to Ranjan to tell us his career journey. Meet Ranjan Dutt, Head – Marketing at Bajaj Allianz Life Insurance Co. Ltd.
Tell us about yourself and what did you learn in the early stages of your career?
A thorough bred sales & marketing professional with substantial exposure and experience spanning across global FMCG giants, strong IT /tech & telecom organisations, versatile Life Insurance brands across geography, cultures & functional expertise. I have 100% commitment to drive sales, profit and market share growth over the last 20+ years.
I have a passion for innovative Branding and Marketing and the ability to work with teams across Sales, Customer Experience, HR & Operations to help deliver customer delight. I am recognized in the industry as an innovative & creative Life Insurance Sales & Marketing professional who leverages the use of Social Media & technology in propagating Life Insurance sales & recruitment.
In the early stages of my career, one of the learnings that I carry till today is that no job is too small or unimportant. A simple screw if not fitted can cause a huge ship to sink!
Tell us about the key contribution made by your team and yourself as a Head Marketing at Bajaj Allianz Life Insurance Co. Ltd.
The Marketing team at Bajaj Allianz Life has tried in the last 30 odd months to build an image of a brand that is relevant to today’s time, is in sync with today’s generation & added to the tagline ‘Jiyo Befikar’. Some of our campaigns like #IfsOfLife have also tried to be mimicked by competitor brands who were earlier trying to peddle life insurance @ Rs.15/- per day & so on.
In an era of marketing spends getting sharper, choosing the right mediums to spend on and ensuring ROMI have been the challenges for us.
How do you approach marketing to play an unified role across various areas, both online and offline – Like Digital Marketing, PR and events etc.
We have tried to integrate our Offline & Online marketing efforts to resonate the same voice of the brand across mediums. Most of our marketing campaigns in the last 24 months have had an offline & online integration. Our latest campaign #IfsOfLife , for example was launched with a Press Conference, followed by a Bloggers Meet with a trending campaign on Twitter & broadcasted on FB Live.
A beautiful integration of Offline as well as Online activities. This was followed by Print, Radio & Digital campaigns, all talking about the #IfsOfLife promoting our exclusive eTouch Online Term Plan.
How crucial is online reputation management?
Extremely crucial. The mainstay of building a respected brand on the web is online reputation management. In today’s tech-driven marketplace, an established, well-maintained web presence continues to be a significant driving force for prospects researching online. While nothing has the power to vitalize a business quite like a dominant online reputation, if not properly regulated it can become a brand’s undoing.
One of our marketing priorities is to develop a 5-star online reputation. Why? All our other marketing efforts, whether they be online such as SEO, social media, PPC, or offline such as print, radio, or TV, will ultimately lead the consumer to learn more about us online. Any negative reviews or complaints there would drive them away.
Provide some tips for Marketing professionals to succeed in their career.
§ Quoting Ogilvy ….
“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” Jargon, and disclaimers have worn out their welcome with readers. Instead, everyday language dominates the marketing world.
We’ve seen it with the California Milk Processor Board’s “Got Milk?” campaign, we’ve seen it in Nike’s legendary “Just Do It” motto, and most recently, we’ve seen it with the staggering success of Taco Bell’s “Fourth Meal”.
§ Regularly review your Progress and evolve your Tactics:
Make sure you have defined metrics for measuring success, and have assigned individual team members to be accountable for solving each issue. Set up regular meetings to review progress, identify and solve issues, and align activities across teams. Learn from your mistakes and victories, and evolve your tactics as needed to maintain your traction!
§ Document Your Buyer’s Journey :
Once your customer databases are updated, document the journey each profile will take toward becoming a customer. Your contacts take lots of tiny steps along the way to becoming a buyer. Plot out every interaction point your customer profiles will have with your content or your company. This is your buyer’s journey—and each customer has their own. Start at the end—what will they do immediately before signing a contract with you? What’s the step before that?The one before that?
At each point along the way, identify the persona’s main questions, motivations, and potential objections.
Then identify the kinds of content you’ll need to create to meet them at each point along the buyer’s journey. Don’t forget about the influencers in the process. Feed your main contact the content they need to help educate and sell you internally. Give people what they know…just talk to them.
Your future plans.
I carry the firm belief that the future of Sales & Marketing revolves around the Digital World both in terms of using the internet & social media as also technology to create a smart & savvy distribution. In my spare time, I blog on topics related to Life Insurance Sales, Team Building, Leadership, Goal Setting & Product Marketing.