Drive more submissions with marketing automation

For MGAs, success hinges on building strong broker relationships. Both attracting new ones and staying front-of-mind with your existing network. But for small businesses, doing this effectively at scale is no easyl task. That’s where marketing automation comes in.

As a digital marketing agency working exclusively with MGAs, we’ve seen firsthand how the right marketing automation strategy can transform broker communications - from scattered and inconsistent to strategic and scalable.

Automate tasks, amplify impact

Marketing automation platforms allow MGAs to streamline time-consuming tasks like broker onboarding emails, campaign scheduling, and content distribution. Instead of manually tracking each broker’s activity and level of engagement and sending individual reminders or updates on product changes (or worse still, not doing that), you can automatically trigger personalised messages based on broker activity/inactivity, lines of business, or geography.

This frees up your team to focus on the things that they do best.

Broker acquisition - grow your broker network

Start by building a database of potential brokers in your CRM system. Use an automated email sequence to send tailored messages over time, introducing them to your brand, outlining your product range, and highlighting the benefits of working with you.

Example themes:

• Showcase unique features of your product

• Promote your attendance at industry event

• Share industry new & views - thought leadership

• Highlight success metrics - customer testimony & case studies

By engaging consistently with your target market (via email, Linkedin and events) in a meaningful way that provides value and insight, you start to build trust, brand awareness and drive demand for your business. This is the essence of marketing.

Once an enquiry is submitted, leads can be routed automatically to the appropriate sales rep by region.

Build broker loyalty through better engagement

MGAs often struggle to stay connected with a broad broker base. Marketing automation helps maintain that connection through relevant, timely touchpoints, without overwhelming your internal teams. Whether it’s automated newsletters, educational content, or targeted product updates, you’re able to keep brokers engaged and informed based on their behaviours and interests.

And when brokers feel supported and informed, they’re more likely to think of you first when placing business.

New broker onboarding - get them set up for success

Create an onboarding email journey for newly signed brokers. These messages can be triggered automatically once a new broker joins your distribution network. The goal is to educate them and walk them through the onboarding steps to make it as quick and easy as possible for them to place business with you, or seek support.

Sample onboarding email schedule:

Day 1 – A welcome message

Day 2 – Overview of your full product offering

Day 3 – How to access and navigate the broker portal

Day 5 – An explanation of your claims process

Day 7 – Offer support or guidance if needed

Broker re-engagement - revive inactive relationships

Set up rules for a series of pre-built re-engagement emails for those who haven’t placed a submission or accessed the portal recently.

Examples of re-engagement content:

• “Forgot your login?” (with a reset link)

• Reminder of your product highlights

• Ask for feedback or check if support is needed

You can also generate alerts to notify your sales team to follow up personally with inactive brokers.

Turn data into actionable broker insights

One of the most powerful benefits of automation is the ability to track engagement across channels and campaigns. You’ll know which brokers are opening your emails, engaging with content, or visiting your website, giving your sales or underwriting team a clearer picture of who’s warm, who’s slipping, and where to focus.

With lead scoring and auto alerts, you can assign warm leads to your distribution teams for 1-2-1 follow-up. Armed with these insights, you can tailor your outreach and prioritize brokers most likely to convert, ultimately driving more quality submissions.

Final thought

As your MGA grows, so do your demands. Manually managing broker communications doesn’t scale. Marketing automation provides a repeatable, reliable structure to engage more brokers more effectively, without burning out your team or missing opportunities.

For more information on how MGAs can use marketing automation software to build strong broker relationships and drive more submissions, contact us for a free consultation.