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[New Article PIA Agency Marketing Guide] How To Manage & Measure Your Agency’s Marketing

We are excited and thrilled to be included in the 2017 PIA Agency Marketing Guide.  Each year the National PIA works with industry thought leaders on the best practices of marketing your agency. We are honored to be a contributor for several years now! This year we also have 2 articles in this fantastic publication. If you haven’t received yours yet, make sure you contact the PIA.  This guide has articles from Alexi PapandonChris Paradiso, and  Ted Janusz.

We recently published our first article on Smarketing and Why Your Agency Needs It. Please also check out this article!

Our second focuses something we consistently face questions on. How the heck do you track the ROI on your marketing.  We need to think differently about measuring your marketing. It’s less and less about a direct “I did this and got this” approach and more toward reviewing all marketing metrics to see the tide rising. One great example we recently debated here at APP was “Where did this one lead come from?” So we received a referral about 9 months ago, the client was interested but they had some internal items to work out. They had been voraciously opening our email content and we could see them interact with our Freemium content (downloads, articles videos etc.) Knowing we had a time to connect in November we let them keep learning passively about us. We then shot a Facebook live video on how we worked with 2 agencies on the Inc. Magazine’s Fastest Growing companies. They called immediately. So, how do you determine what the source of the business is and a direct 1:1 ratio on ROI. You don’t. It’s everything today. You have to passionately look at all of your numbers and look for constant improvement.

In our article we share a very personal story on how our marketing went off track, however we were able to rebound efficiently because we were tracking the numbers. Even we are not immune to marketing mistakes but by being on it allowed us to fix it quickly. Make sure you read how we have our agencies track their marketing results.

PIA Marketing Guide: Measuring Your Marketing

If you enjoyed it, make sure to leave a comment! Also if you are interested we have a 3 day workshop on the Best Practices of Agency Marketing. It’s great for a carrier workshop, association or cluster looking to provide hands on training for your agents. You can always contact us to learn more!

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Kelly Donahue Piro

Kelly Donahue-Piro is a game changer in the insurance industry. As the Founder and President of Agency Performance Partners and Co-Founder of the sister marketing company, Agency Appeal, she’s an in-demand speaker at regional and national insurance conferences and a social media and digital marketing trailblazer. READ MORE

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Our agencies tell the story

“Kelly had some awesome tips and is very knowledgeable on the subject. Love how she is also very down to earth and easy to talk with!”

Lindsey Hamm

Welsh's Insurance Agency

“I think this process was very beneficial and I think we are in a position for a very strong year and the future is very bright. I was able to take account of myself through our interviews and discussions and have found many areas in which I personally need to improve. You have also given me a sense of direction going forward to be a better boss, person and mentor to our staff.”


Preferred Insurance Center

“Great to work with ! Very understanding of the initial frustration and trained/encouraged us on how to handle the change in work processes.”

Kelly Nielsen

Customer Service Agent
Sheets, Forrest, Draper

“I feel your visit to our agency was very beneficial. For me, it was like a therapy session and the Amnesty Day was a great idea. I feel refreshed and I have a much better attitude. The attitude of the entire agency has improved immensely. I think we are striving to work more as a team. We are trying to be more encouraging to each other and to applaud each other’s accomplishments. Thanks for being a nice, caring person!”

Phyllis Buening

Preferred Insurance Center

“We are so grateful for you and all you have done to help our agency and our team. We are all now part of the big picture and it has changed the whole dynamic for the better. APP Rocks!!!!!”

Maegan Burbank

Insurance Specialist

“I want to thank you for stopping by the office, evaluating, listening and hearing us. I feel like the mood of the office has improved 100%. I also feel appreciated. We will have some hurdles to overcome, but I think we should get through them. The Tigger has been passed around a bit.”


Account Manager
Preferred Insurance Center

“I’m glad you came out to talk to all of us. It seems to have helped the attitude in the office. Still have our moments, but much better. Dan has improved, also. He seems to be listening to us more and getting our input. Thanks for your help.”


Account Manager
Preferred Insurance Center