Commercial Insurance Lead Generation Case Study – Kellett Insurance Agency

Campaign Snapshot

Company: Kellett Insurance Agency
Industry: Insurance / Auto & Commercial Insurance Agency
Target Location: Memphis, Tennessee, United States
Target Prospects: Business owners and financial decision‑makers
Service Provided: Commercial Insurance Lead Generation & Appointment Setting
Campaign Goal: Generate qualified B2B leads and book appointments for commercial insurance policies
Campaign Duration: 7 months
Channels Used: B2B Cold Calling, Email Marketing, LinkedIn InMail Prospecting
Total Appointments: 109 qualified appointments

Channel Activity Metrics

Outbound activity levels that supported appointment generation.

• Cold Calls Placed: 15,800+
• Emails Sent: 9,300+
• LinkedIn InMails Sent: 3,100+
• Total Conversations: 2,230+
• Average Monthly Calls: 2,260+

Company Overview: Kellett Insurance Agency

Kellett Insurance Agency is an independent insurance company operating in Memphis, Tennessee, United States. They provide affordable auto and specialty vehicle insurance solutions. Kellett Insurance works with multiple insurance carriers to offer flexible coverage options, competitive rates and payment plans customized to individual customer needs.

The Challenge

Kellett Insurance Agency completely depends on referrals and inbound opportunities, which created an inconsistent pipeline of new commercial insurance prospects.

The company faced several challenges:

• Inconsistent flow of qualified insurance prospects
• Dependence on referrals and existing relationships
• Difficulty reaching business owners outside renewal periods
• Limited outbound prospecting structure

They needed a consistent outbound system of lead generation and appointment setting to reach decision‑makers and secure new commercial accounts.

Campaign Objectives

The primary goals of the campaign were:

1. Identify businesses with active commercial insurance needs
2. Reach owners and financial decision‑makers
3. Book qualified appointments for insurance consultations
4. Build a predictable pipeline of commercial insurance opportunities

Outbound Outreach Strategy

Targeted Business Prospect Lists

We built focused prospect lists including:

• Small and mid‑size businesses
• Service‑based companies
• Retail and hospitality businesses
• Contractors and trade companies

We filtered and verified each lead according to their role, industry they work and company size.

Multi‑Channel Outreach

Cold Calling

• Direct conversations with business owners
• Messaging focused on cost savings and improved coverage
• Real‑time appointment booking

Email Marketing

• Follow‑up emails after calls
• Coverage comparison messaging
• Links to schedule consultations

LinkedIn InMail Prospecting

• Direct outreach to business owners and executives
• Professional, value‑driven messaging
• Appointment invitations for insurance consultations

Qualification Criteria

We run a screening test and qualification framework before booking any meeting. So this approach assures a strong match.

• Active commercial insurance policy
• Owner or financial decision‑maker role
• Interest in reviewing coverage or reducing premiums
• Availability for a discovery call

Only qualified prospects were scheduled for appointments.

Booking Method

Qualified prospects were scheduled directly into the client’s calendar.

• Direct calendar booking with the sales team
• Confirmations via phone, email, or LinkedIn
• Reminder messages to reduce no‑shows

Campaign Results

Commercial insurance lead generation and appointment setting campaign delivered a consistent flow of qualified opportunities.

Appointment Outcomes

• Total appointments booked: 109
• Average monthly appointments: 15–16
• Estimated contact‑to‑appointment conversion: 4–6%

Pipeline Impact

• Qualified opportunities created: 70+
• Estimated new insurance accounts: 23+
• Average account value: Not disclosed
• Estimated pipeline generated: $1.2M+
• Appointment consistency improvement: 210%+

Why the Campaign Worked

Decision‑Maker Targeting: We create prospect lists focused on business owners and financial decision makers.

Timing‑Focused Messaging: Our outreach approach highlighted the upcoming renewals and cost reduction opportunities.

Multi‑Channel Engagement: Multichannel outreach through cold calling, email and LinkedIn increased touchpoint and response rates.

Predictable Outbound System: Lead gen and appointment setting campaign replaced traditional business opportunities with a structured lead pipeline.

Sample Outreach Workflow

1. Identify businesses with active insurance policies
2. Launch B2B cold calling to reach business owners
3. Introduce Kellett Insurance’s advisory services
4. Qualify coverage needs and renewal timelines
5. Send follow‑up email or LinkedIn message
6. Schedule qualified appointment
7. Client team conducts consultation and policy review

Key Performance Summary

• Campaign Duration: 7 months
• Total Appointments: 109
• Monthly Average: 15–16
• Qualified Opportunities: 70+
• Estimated New Accounts: 23+
• Pipeline Generated: $1.2M+
• Consistency Improvement: 210%+