Esclamativa - Lead Generation

Challenge - exceed the limits of cold calling and word of mouth

Esclamativa is a business consulting company based in Modena with a particular focus on facilitated finance. Esclamativa from a commercial point of view has based its approach on cold calling and word of mouth. A few years ago it was decided to adopt an approach that also benefited digital channels in order to diversify the marketing mix.

The pandemic has accelerated the digital transformation process that was already underway. Going digital has brought challenges in terms of targeting the audience. It is a niche sector that requires an approach consistent with the Account Based Marketing paradigm (oriented to orient its conversion funnel towards an already qualified target) in order to obtain a significant ROI.

Solution - Lead Champion discover & booster

Lead Champion has proven to be the best solution to allow Esclamativa to accelerate the results of its digital transformation process. Lead Champion has allowed Esclamativa to act in two directions:

Lead Champion discover

The first direction concerned the business intelligence of digital properties. With discover, in fact, it is possible to discover which companies visit the website and filter only the most interesting realities from a commercial perspective.


Lead Champion booster

The second aspect on which Lead Champion improved the results was the Conversion Rate Optimization. Thanks to booster, the module that allows you to create dynamic pop-up forms, it has been possible to greatly increase the number of leads collected on the website.

Impact - 30% more leads acquired from the site

The first step, of a technical nature, was inherent in the installation of Lead Champion, which was simple, as it required only to implement a javascript code on the pages of the site, an operation that from a technical point of view takes a few moments.

Once the implementation was done, the results were very clear and stood at around +30-35% in terms of leads in targets acquired through the website.

In addition to the data of the acquired leads, thanks to the business intelligence provided by Lead Champion, Esclamativa was also able to act at a deeper level by improving the knowledge of its buyer person. This has meant making your digital touchpoints more effective and consequently increasing the ROI of your digital marketing and lead generation campaigns.

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Intesa Sanpaolo - Insurance Styles

Challenge - Understand the clients

Intesa Sanpaolo Assicura, part of the Intesa Sanpaolo Vita Insurance Group, needed to optimize the use of the information contained within its Customer Database to increase the effectiveness of communication with Intesa Sanpaolo and Intesa Sanpaolo Assicura customers, identifying the insurance products most in line with the needs of each customer and the most suitable relational methods to interact with each other.

Solution - Create new Buyer Personas

To this end, we have started research and Customer Analytics aimed at a sample of Intesa Sanpaolo's customer base, with particular reference to policyholders, aimed to enrich the description of Intesa Sanpaolo's "buyer personas” through qualitative information, in addition to traditional socio-demographic and behavioural information, and to create predictive Machine Learning models for a set of subjective customer characteristics, such as personality and lifestyle, based on the analysis of data already in the Bank's possession within its Customer Database.

The analysis was carried out through a structured questionnaire, implemented on the Cawi detection channel of the Voice of Customer NeosVoc platform, and allowed the identification of the following information:


Lifestyle and interests of customer in specific areas, such as sport, travel, art, health, and well-being.



The customer's propensity to take out an insurance policy to protect themselves in areas of life that are important to them.


Communicative Approach

Some traits of the personality of customers use in defining the most suitable communicative and relational approach for each one, such as friendship, locus of control, and attitude towards uncertainty.



Some personality traits useful in identifying the most suitable insurance products for each customer, such as openness to experiences and sensation seeking.

Impact - Personalised insurance

Intesa Sanpaolo Assicura, thanks to the Stili di Tutela project, has been able to acquire a new layer of customer knowledge, which takes into account their individual differences in lifestyle, personality, and predispositions.

This knowledge has allowed Intesa Sanpaolo Assicura to customise communication according to the “style of protection” of each individual, increasing the value of the relationship with its customers and at the same time favoring the adoption of insurance policies more in line with the needs and peculiar characteristics of each one.

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BNP Paribas Cardif - Voice of Customer

Challenge - Soft Data of customers and prospects

BNP Paribas Cardif, a leading global insurance company, wanted to raise awareness of the brand and, at the same time, wanted to know more about the characteristics of its audience, to improve the effectiveness of its commercial communications.

Until then, Cardif knew customers and prospects exclusively through socio-demographic and behavioural information, linked to the possession of products or the interest shown by users in its offers. Cardif, therefore, did not have qualitative information that would identify the real insurance needs of customers and the type of communication best suited to interacting with them.

Solution - Behavioral and attitudinal analysis

We have created for Cardif the Emotional Check-Up, which consists of a survey aimed at their current and potential customers to understand some of their subjective characteristics. At the end of the compilation, each participant could view their personality profile processed in real-time, and the insurance products suggested according to their distinctive characteristics.

In particular, the Emotional Check-Up has allowed the following characteristics to be obtained on each user:

Locus of Control

The perception of the "place" where the causes of the events of one's life reside.


Sensation Seeking

The propensity for adventure and the desire to experience new and intense experiences from an emotional point of view.



The strong propensity for sociality and group visibility.



The tendency to plan one's behaviours and pursue long-term goals with determination.


to the Experience

Curiosity and openness to news and changes.

Impact - Customer-friendly insurance

Thanks to the Emotional Check-Up, Cardif was able to:

the Offer

Offer each user the most suitable product, based on their lifestyle, their attitude and propensity towards different types of policy, and their level of Sensation seeking.


the Communication

Identify the most effective message for each user, in line with their fundamental psychographic traits (Locus of control, Extroversion, Consciousness, Openness to experience).

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