By Karen E. Klein
Case Study Series: What's Working in Marketing & Selling Professional Services 
A decade ago, insurance executive Iain Hatfield decided he must do something about the long waits and multiple frustrations faced by small business owners seeking insurance. He started UK-based insurance brokerage Blyth Valley, selling professional liability policies designed for small service providers such as accountants, marketers and technology consultants. Hatfield revolutionized the way insurance is sold in the United Kingdom with the addition of diginal marketing and ecommerce.
After several years, most of Blyth Valley's competitors also moved their sales operations online. While the company had a good reputation as a longstanding insurance provider with great products, it found itself advertising to the same market as its competitors and selling similar products. And some of those competitors had larger advertising budgets.
How could Blythe compete in this environment?
Read the complete case study to learn how the company tested the value of adding video to their website.
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