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NN Insurance Hungary: Transforming a 30-Year-Old Sales Paradigm with Salesforce Marketing Cloud

NN Insurance Hungary, in collaboration with Attention CRM Consulting, has revolutionized its sales process using Salesforce Marketing Cloud. By automating the daily allocation of potential new clients from the company’s database to sales partners, the newly implemented system enhances operational efficiency and financial performance while adhering to strict security and data protection standards.

The Beginning

The collaboration between NN Insurance and Attention CRM Consulting began in 2019.

“We needed a marketing technology IT solution that could become a cornerstone of our direct marketing system,” recalls Tamás Koscsó, Digital Marketing Lead at NN Insurance.

After evaluating the market, the company chose Salesforce Marketing Cloud, a platform known for its flexibility, security compliance, and seamless integration with existing systems. With Attention CRM Consulting’s extensive experience, the system was successfully implemented by early 2021.

About NN Insurance Hungary

NN Insurance Hungary has been offering life and supplemental accident and health insurance services since 1991. As part of the NN Group, the company operates in 11 countries across Europe and Japan, serving over 18 million clients globally. The company’s strategy focuses on delivering simple, online, and flexible insurance solutions through advanced digital tools.

Project Phases

Phase 1: Software Implementation

The first phase focused on implementing Salesforce Marketing Cloud and integrating it with NN Insurance’s CRM system. This included creating a frontend interface that seamlessly connected with existing systems. Although the process was complex and time-consuming, the collaboration resulted in a fully operational system by 2021.

Phase 2: Customization and Optimization

In the second phase, Attention CRM Consulting developed a dynamic scoring system that assigns scores to potential leads based on their interactions with direct marketing emails.

“The system identifies potential customers and prepares detailed profiles in the CRM, enabling sales teams to achieve higher efficiency,” explains Bálint Kuka, Project Manager at Attention CRM Consulting.

Phase 3: Advanced Automation

By late 2021, the system was further enhanced to automate lead generation and ensure that sales teams always have access to the latest customer data. The Marketing Cloud now updates the database overnight, providing fresh insights every morning.

Overcoming Challenges

Integrating Salesforce Marketing Cloud with existing systems like Microsoft Dynamics required innovative solutions and agile thinking. The project involved extensive customizations to ensure seamless communication between systems, compliance with strict regulations, and the extraction of meaningful data from user interactions.

“The collaboration demonstrated the team’s resilience, expertise, and innovative mindset,” adds Bálint Kuka.

Results and Future Prospects

The system has significantly improved NN Insurance’s sales efficiency and data-driven approach. By embedding Salesforce Marketing Cloud into its lead ecosystem, the company has achieved:

  • Automated lead generation and distribution
  • Enhanced lead quality, reducing quantity but increasing conversion efficiency
  • Improved prospect engagement through personalized communication

“This project is transforming a 30-year-old sales paradigm,” says Tamás Koscsó.

Conclusion

The Salesforce Marketing Cloud implementation marks a milestone in NN Insurance Hungary’s digital transformation journey. With Attention CRM Consulting’s expertise, the project has set a new standard for automation and efficiency in the financial sector.

“We’re confident this two-year development will yield outstanding results,” concludes Tamás Koscsó.

 

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