Today’s insurance market highlights a broader real-time challenge for marketers, especially those who must appeal to consumers making complex decisions during times of economic strife.

Television advertising hasn’t been a meaningful—or accessible—marketing strategy for many credit unions. The reasons why are plenty, including the expense, difficulty to measure, and overly broad targeting.

For many businesses, narrowing the time between when a customer conducts online research and makes a purchase offline has long been a challenge. Consumers can spend weeks browsing, comparing, and researching before they ever pick up the phone or walk into a store. The question isn't whether or not they're interested. It's how to identify them at the right moment and deliver a message that moves them from research to action.

As the world becomes increasingly digital, we’d like to challenge a common misperception that geography has become irrelevant. The reality is more nuanced. The shift to digital didn’t erase the importance of location. In fact, in many ways, it intensified it.

 Most businesses today have invested in CRMs and marketing automation, yet, they are still working with incomplete data. At a glance, the gaps look small — a missing email address here, or an outdated phone number there. Those minor details alone can add up to costly inefficiencies—but there’s still a whole other universe outside your CRM, filled with incredibly relevant data that you don’t have. Think total household income, lifestyle factors, and spending patterns. 

Whether it’s forecasting future demand or segmenting high-value audiences, marketers are increasingly turning to predictive models to help them make smarter decisions. But here’s the hard truth: even the best predictive model is only as good as the data you feed it.

Every click, swipe, and search leaves a trail of digital breadcrumbs. But, not all of it points toward actual buying intent. In the midst of an abundance of data, there’s a real challenge in quickly and confidently separating high-value prospects from those who are just browsing.

Are you still marketing to your customers based on age, gender, or their last purchase? We hate to be the bearer of bad news, but this approach may be putting you behind. 

B2E Data Marketing took home three recognitions at the 2025 American Marketing Association (AMA) Iowa Chapter’s annual NOVA Awards, receiving a perfect score in the Integrated Marketing Campaign category. All three judges awarded B2E a perfect score of 10 for its work for a Midwest health insurance company – something AMA Iowa said is a first! 

Inboxes are full, and attention spans are shrinking. Is your customer email going to break through the noise?