Case Study
Thought Leadership Program Brings 20x ROI
Thought Leadership
Public Relations
Content and Creative
Corporate Synergies is the fourth-largest independent benefits consulting and business insurance firm in the United States.
The Situation: Building attention and credibility in a commoditized industry
Benefits brokers are selling a commodity—health insurance. The best ones are actually consultants, rather than brokers. They help their clients navigate this complex world and design a benefits package that works for their business and their employees.
Standing out in this sea of sameness isn’t easy.
Harrison Newman is a producer for benefits consulting firm Corporate Synergies, a long-time Scribewise client. He was a solid contributor, and the Corporate Synergies team wanted to see if we could help him go from good to great by boosting his LinkedIn presence.
The Complication: Adjusting the default sales mindset
Harrison is a smart guy. He’s good at his job. He truly wants to help his clients. But even he would tell you he’s not a writer or content creator. Further, insurance producers are under heavy pressure to sell; we had to adjust his mindset to focus on building trust first. It was on us to turn his smart ideas into compelling, provocative thought leadership.
The Solution: Quantity and quality thought leadership
At the start of 2024, we launched a pilot program with Harrison. We interviewed him on several healthcare and insurance-related topics, created an initial library of LinkedIn posts—a mix of written posts, designed graphics and videos—and provided guidance on how he could get the most out of this initiative.
He posted three times a week. He used our team as both an editor and a coach, helping to shape his ideas into compelling content for LinkedIn.
And with assistance, he has kept a steady drumbeat of thought leadership, which has raised his visibility and enhanced his credibility. Now, when he reaches out to a prospect, it’s a much warmer lead—that prospect can see that Harrison knows his stuff and genuinely wants to help employers.
The Results: 20x return on investment
Within nine months of starting this initiative, Harrison reported that he was having a much easier time booking meetings and had landed two new clients worth more than half a million dollars (a more than 20x ROI!). By the end of the year, Harrison had risen from the middle of the pack to be Corporate Synergies’ top producer.
“There’s no question this program has made me better at my job,” he said.