Time to put marketing in the driving seat

Marketing activity must be driven and managed by someone at board level if brokers are to successfully transform a modest budget into enhanced income, according to Andy Heap, managing director of Ignition NBS.

This was a key message at his British Insurance Brokers' Association (Biba) practical presentation on effective marketing to delegates keen to learn how to generate £100,000 of new business from only £10,000 investment. At the moment, however, 70% of brokers generate less in commercial