The backbone of a B2B sales enablement content ecosystem

With so much happening day to day and season to season for Medicare sales agents, they need something solid to stand on. While the topic of Medicare is practically infinite, agents care most about three things year-round: leads, sales, and retention. While one may take precedence at specific times, agents always juggle all three.

We built our flagship content to weave them all together with a cohesive, guided, empathetic agent experience. Our content strategists elevated Humana’s content by rooting it in agents’ pain points and embodying their mindsets.

We used playbooks that combine text and visuals to help illustrate complex concepts. Interactive elements made it easy for agents to craft their own learning journey at their own pace. We maximized agent engagement for live webinars with an average viewing time of 54 minutes, and we extended our investment with on-demand viewing options.

We treated agents as consumers instead of salespeople. It might sound counterintuitive, but it worked. Agents who engage with 3 or more content pieces sell 4.5 times more plans than those who don’t engage.

Incremental and radical innovation in B2B sales content

Innovation has two speeds—slow and steady or lightning fast. We do both by learning from year-over-year trends, making targeted adjustments, and completely re-envisioning a piece when necessary.

Take the onboarding and retention guide. We converted a static PDF into presentation decks, enabling agents to onboard members at scale in person or online. This improved efficiency and helped members better understand their plans through visuals, audio, and dialogue.

However, agents still lacked time to cover everything. Using internal Humana data and external research, we identified what satisfied members had in common versus dissatisfied ones. This led to a more targeted, strategic approach that saved agents time while reducing content production costs by 79%.

We revamped our lead generation guide to include more actionable worksheets, checklists, and calendars, leading to more than 7,500 impressions and 1,500 clicks in a single month.

Outperforming industry benchmarks

While most web-based content is lucky to achieve a one-minute time on page, our guides consistently get almost 18 minutes. This proves agents aren’t just skimming—they’re actively studying, with many bookmarking and downloading our guides for easy reference.

We also meet or exceed B2B webinar benchmarks, especially with our annual AEP webinar. Every year, we’ve made year-over-year double-digit growth in registration, live attendance, on-demand attendance, and total attendance rates. While our stats matter, what matters most is how they translate to sales. AEP webinar attendees see up to 37% sales lift post-webinar. It’s a star performer for Humana’s marketing and sales KPIs—and agents too.

1 hour, 16 minutes
average time on page for the D-SNP guide

67%
average attendance rate—26% higher than benchmarks

81%
highest-ever attendance rate 

22–37%
sales lift for field agent AEP webinar attendees

Your essential sales education and enablement partner

Heinrich knows what it takes to craft B2B sales enablement content strategies that work for business objectives and salespeople. We focus agents’ time and attention for maximum performance by breaking through the noise and delivering content they can lean on. When you work with Heinrich, you’ll get an outstanding return on your investment.