Lead
nurturing

INSIGHT

Busy executives need scannable content. Making it interactive feels more like a two-way conversation. 

APPROACH 

From scrolling digital experiences to interactive games served up on a content hosting site that allows prospective clients to zero in on articles of interest, Cigna’s lead nurturing initiative compels HR executives, CFOs and CEOs to binge on content and start a conversation with Sales.

Quarterly campaigns including digital banner ads, email and content continue to drive engagement with up to 82% of targeted accounts.